Thursday 17 May 2007

Ad Philosophy

Some lady who emailed the Ray D'Arcy show on Today FM today proposed the following conundrum. And I paraphrase:
  • How is it that advertisements on television (and of course in other media) often proclaim their products to be new and improved? Surely if the product is indeed new, it can not possibly be improved as it has no precursor. With its being new you see. And vice versa. If it is indeed an improved product, it can not possibly be new. With its prior existance as a product that required improvement you see.

Does she have a point? With this insight has she delved right through to the core ideological inconsistencies that permeate today's increasingly secular and silicone world? Or is she just being anal and weird? Such are the complexities of rhetoric I suppose.

Perhaps The New(ish) Journalism should lay down the foundations for a discourse on the matter. Master semiotician and social theorist Roland Barthes once had this to say about the heavy emphasis on The New in modern society:

"The bastard form of mass culture is humiliated repetition... always new books, new programs, new films, news items, but always the same meaning."

Email lady? A retort?

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