Everywhere we look, we see companies (not to mention reactionary politicians) playing up their chumminess, their just-wanting-to-be-there-for-you, their ethical commitment, their passion, their desire to envelop the customer in glutinous love. The spectacle no longer promises financial or even sexual success as an incentive to spend or borrow money: more perniciously, it insists that it will help us to revert to a state of cosseted infancy. Every ad break is a relentless confection of prelapsarian kitsch, depicting sunnily undulating pasturelands on which uncontaminated food is grown and reared, and tableaux of unadulterated, yet strangely unsatisfying-looking, ‘happiness’ in which no-one is ever asked to deal with a tax return, undertaker, or speeding ticket. Everybody is permanently twenty-eight, drinking bottomless pints of Magners on an endless Sunday afternoon somewhere not too far from Chipping Norton.
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Joe Kennedy - Against The New Naive: ‘Innocence’, branding and Michel Houellebecq.
Brilliant in every single word.
Posted February 28, 2012 at 2:34pm in The Quietus Michel Houellebecq Black Sky Thinking Situationism Naievete
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