quinta-feira, dezembro 31, 2009
When reading the two threads of Negative Dialectics Theodor Adorno ("Experience Metaphysics and Happiness" and "Nihilism ") we find a critique of vulgar religiosity approaching the concept of transcendence to the search for a "meaning of life."
The Whole is the Truth (Hegel)The Whole is the False (T. Adorno)
"The desperation so there propagates ideas transcendental, which were contained in other times. Anyone unclusive those dealing with the affairs of this world, a raving consider the idea that this finite world of endless torment is subsumed by a universal divine plan "(Adorno, Negative Dialectics La. Madrid: Taurus, p. 375.)
"Nihilism in this way implies the opposite of identification with nothing. Your Gnosticism sees in the created world radically wrong, and the denial of the possibility of another, yet you have to be. While the world is what it is, all images of reconciliation, peace and tranquility resemble images of death "(Adorno, Negative Dialectics, Madrid: Taurus, p. 381).
"What you should never forget is that the Pleroma has no qualities. We that we create these qualities through the intellect. When we fight for differentiation or sameness, or other qualities, we strive for thoughts that flow to us from the Pleroma, or thoughts about lacking the qualities of the Pleroma. While after these thoughts, you you fall again into the Pleroma, while coming to the differentiation and equality. Not your mind, but your being is differentiation. That is why we should not strive for differentiation and discrimination as you know these, but for your true nature. If indeed we did so, you would have no need to know anything about the Pleroma and itsqualities, and yet, we get your real goal because of your nature. However, such thinking alienates us from our real nature, I must teach you the knowledge so that you can keep your reasoning under control. "(Basilides," Seven Sermons to the Dead "available at: http://www.gnosisonline.org/teologia-gnostica/sete-sermoes-aos-mortos/)
You say black I say white
You say bark I say bite
You say shark I say hey man
Jaws was never my scene
And I don't like Star Wars
You say Rolls I say Royce
You say God give me a choice
You say Lord I say Christ
I don't believe in Peter Pan
Frankenstein or Superman
All I wanna do is
Bicycle bicycle bicycle
I want to ride my bicycle bicycle bicycle
We'll change the eye colour
Of every lady
We're fast, we're fast
We're fast we're having a blast
We're on two wheels baby
We're on two wheels baby
Change the colour of your make up
All the sleepyheads won't wake up
All because all because all because
No gears, no brakes
No real, no fake
"The new creations (biotechnology, cloning, nanotechnology, virtual reality technology itself or computational) point to overcome the limits of organic. Victor Ferkiss will characterize this new perspective with a seemingly paradoxical concept: "Gnosticism technology." Gnosticism history was characterized by a horror of organic and natural aversion. Such elements would be enemies of the spirit in his quest for enlightenment. However, the current techno approaches that philosophy to propose to overcome the basic parameters of the human condition: finitude, contingency, mortality, corporeality, animality and existential restriction. Ferkiss, like Martins, link to this amazing cross between the aspirations and contemporary technological utopias of Gnostic transcendence. "(Ferreira, Wilson Roberto V. Cinegnose. São Paulo: Giz Editorial, 2010, p. 25).
"The Zeo developed an alarm clock that comes with a full head to measure brainwave activity of people at night and graphically display your sleep on the Web"
Director: Christopher Nolan
Screenplay: Christopher Nolan
Cast: Leonardo DiCaprio, Joseph Gordon-Levitt, Ellen Page, Tom Hardy.
Production and Distribution: Warner Bros.
A world threatened by global warming and wars. Cause: politics, religion, megalomania, population growth, relationships, face-to-face and territorial disputes. Solution: Artificial Intelligence (AI), Nanoteconolgia and Biotechnology, gradually replacing human action by automation and robotics.
Professions away from "boring" as "bank tellers, gas station attendants, education, pilots, soldiers, human beings occupy their leisure time inhabiting virtual worlds three-dimensional simulation, for example," the experience of sitting in a tropical beach. " More than that, the planet would get rid of economic action and political human historically harmful to the environment by simply transferring the humanity into the virtual world of electronic networks connected to the neuron.
One day a scientist will be able to remove the contents of your mind and transfer it to your computer's memory. Because the mind is the essence of being, we can say that such a computer scientist came in and started to inhabit it. At least we can say that from the moment that the human brain inhabits a computer he is released from the weakness of mortal flesh ... He is in control of their own destiny. The machine is your body, it is the mind of the machine ... This seems to me the most intelligent and mature life in the universe. Resize silicon plates and no longer limited by the duration of life inside the deadly cycle of a biological organism. This kind of being will live forever. "(Robert Jastrow, The Enchanted Loom: Mind in the Universe, New York, Simon and Schuster, 1984, pp. 166-67).
quarta-feira, dezembro 30, 2009
Of course we're being ironic when using this concept the word "gnosis", as the alleged spiritual renewal proposal by consumption is the translation of the experiences of the sacred, the religious and transcendence within the paradigm of Self-Help.
The Re-engineering of spiritual gnosis goes beyond the individual's existential layers (perception, behavior, subconscious and unconscious psyche) to reach the last dimension: the spirit in the instrumentation of the archetypes.
In Jung's archetypes are symbols of the collective unconscious, symbols updated by various means (mysticism, religion, legends, myths, until you reach the most mystical of contemporary advertising) where are clumped aspirations, hopes and great metaphysical and existential questions of humankind.
As already pointed Victoria Nelson (see The Secret Life of Puppets. Cambridge: Harvard UP, 2001), archetypes are mnemonics as instruments of supreme art of memory. In ancient societies, pre-literary, a range of oral techniques (legends, fables, rhythm, rhyme, repetition, etc..) Served as a repository of human knowledge. The archetypes belong to the sacred art of mnemonics, keeping the library of the collective unconscious of the deeper issues of the species. In a Gnostic sense, symbols of reminiscences about our origins and our exile in this cosmos.
The operation of the Ad-Gnosis
But in practice the mechanism of operation of the Ad-Gnosis? Let's make this post a draft of a method of analysis of advertising discourse within the Ad-Gnosis. By a gnostic point of view the entertainment industry needs to draw from their subjects 'spontaneity' (particles of light or the vital spiritual energy, reminiscent of our true origins) to put in place structures, hollow and lifeless clichés, this draft method that will trace here aims to describe the moment when these structures clichés-capture and confine these spiritual elements, represented in archetypes.
We can consider the various levels of semiotic techniques of persuasion and persuasion of advertising speech as thought-forms empty without spirit or energy itself. At level perceptual or behavioral immediately until they can sensitize the individual, motivating him immediate responses, or behavioral subliminal. But they are of short duration. There is awareness, preparation or fixation.
Leaving for a semiotic didacticism these techniques can be divided as follows:
a) Level structures cliche: Resources graphics, psychodynamics of colors, photogenic, Packshot, lettering, screenplay. That is, every aspect of a pure signal, resources that reach the most instinctive and behavioral aspects.
b) the level of rhetoric: the use of the repertoire of classical figures of rhetoric, Aristotle (metaphors, hyperbole, oxymorons etc.). It is the level of persuasion through pure aesthetics of the arguments of the speech. After the immediate signaling (calling attention), is transformed into information, speech, argument.
Let's take a prosaic example as well as the new commercial from Pedigree food for dogs (under "Life" Agency Lara / TBWA and producer of Paranoid U.S.). In this simple video advertising can find all the elements of the Ad-Gnosis in operation, mainly the archetypal aspect.
Immediately, we see the classic aspects of photogenic or videogenia advertising: a dog (golden retriever) running in slow motion, pastel colors, track acoustic folk tone, the long by the animal moving in the wind. Aspects are cliches (the pastel associated with spring, early morning, the dog breed retriever etc.).. Superimposed on this level, we rant. The comparison between the motivation to run to the man and the dog follows the model of figure of speech called Sístrofe, technical suspension of the sense where a number of features is listed without knowing precisely what it is about the speech.
Although resources are resourceful, aesthetically beautiful, engaging and exciting, are, in short, empty. Its effect is exhausted soon after the movie ended because advertising remains an element of spirit that does not consider: the archetype.
Let's see what the audio says that video advertising:
"There are people who run for sport, to overcome adversaries. Or not to be late. But we have more luck. We are dogs. We do not need a reason to run. Your dog has plenty of life ahead. It only remains to improve it."
This discourse exploits the archetype of the Innocent: a desire for purity, simplicity. The aspiration for playful and idyllic, breaking the order of first performance (effectiveness, efficiency and performance) that governs our lives. Injected in the forms-empty cliches of advertising speech reminiscent of the longing for transcendence of inauthentic social norms that capture the spirit.
But if this is the moment of truth of this publicity, this reminiscence should be confined in the strict business goals. Two techniques are used to confine the archetype: first, the resignation: the dogs are "lucky" to run without reasons. Implicitly means that humans have no such luck. Resigned to run for us to carry out on targets, without the pleasure of playful dogs.
- Title: "Life"
- Agency: Lew Lara \ TBWA Advertising Inc..
- Client: Masterfoods Brazil Alimentos Ltda.
- Product: Pedigree
- Creation: Peter Rose and Robert Kilciauskas
- Creative Directors: Jaques Lewkowicz, Andrew Laurentino, Manir Fadel and Luciano Lincoln
- Production: Paranoid Br
- Film Direction: Luis Carone
- Announcer: Hilton Raw
- Year: 2010
- Country: Brazil
Unlike most religions, Gnosticism has no stipulation that its holy heresy be confined to the two-dimensionality of paper. Beyond the lack of any real canonization, its syncretic and parasitical nature has allowed the Gnostic Spirit to manifest itself throughout history in diverse mediums. Furthermore, Gnosis, that awakening knowledge of the divine, is often best served through the artistic expression of the day. Simon Magus, Valentinus, Mani, William Blake and WB Yeats were as much sophisticated poets as they were sages of blasphemy.
(...) The romantic irony does not end in mere interruption of the narrative flow with the narrator addressing the reader. It is much beyond that, a feature that is intended to stimulate a constant discussion and reflection about literature - a process which necessarily involved the reader. This participation is achieved in that the writer destroys the illusion of verisimilitude and lays bare the character's fictional narrative, drawing the reader's attention to how the text was constructed. (VOLOBUEF, K. Frestas and Edges. The prose fiction of romanticism Germany and Brazil. São Paulo: Editora UNESP, 1998, p.99.
Take this kiss upon the brow!
And, in parting from you now,
Thus much let me avow
You are not wrong, who deem
That my days have been a dream;
Yet if hope has flown away
In a night, or in a day,
In a vision, or in none,
Is it therefore the less gone?
All that we see or seem
Is but a dream within a dream.
I stand amid the roar
Of a surf-tormented shore,
And I hold within my hand
Grains of the golden sand
How few! yet how they creep
Through my fingers to the deep,
While I weep - while I weep!
O God! can I not grasp
Them with a tighter clasp?
O God! can I not save
One from the pitiless wave?
Is all that we see or seem
But a dream within a dream?
- Film: Slipstream (A Dream Within A Dream - Brazil)
- Director: Anthony Hopkins
- Screenwriter: Anthony Hopkins
- Cast: Anthony Hopkins, Christian Slater, Jeffrey Tambor, John Turturro, Kevin McCarthy, Stella Arroyave
- Production / Distribution: Strand Releasing
- Year: 2007
- Country: USA