ARHS 1500 Lecture Notes - Lecture 2: Window Dresser, Mixed Reality, Rem Koolhaas
18 Oct 2016
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Document Summary
The credit of the sale belongs to the window , is a quote from frank baum author of the wonderful. World of oz which is said to be a fable about advertising and display. Commodification: according to karl marx, commodification is the process by which a material object is turned into a marketable good with an exchange value. Commodity fetishism: the process by which commodities become charged with abstract meaning (usually through advertising). Commodity fetishism also refers to the process by which special life powers are attributed to commodities. Commodity self: according to stuart ewen, this term refers to how we construct our identities through our choices in consumer products. (images: stills from the wizard of oz, diploma for scarecrow, heart shaped clock for tin. Man and badge of courage for cowardly lion) (image: eugene atget, boulevard de strasbourg, a 1912) The flaneur as described by walter benjamin, refers to the mobilized gaze of the pedestrian.
