Callas in advertising

In the virtuoso effusions of [advertising’s] highest form, the television commercial—which Jean Baudrillard calls the simulation of a communication which seems more real than reality—cultural signifiers of every kind are pulled loose and float around in a suspended space, which Baudrillard calls hyper-reality, where they sometimes attach themselves to commodities and sometimes to buzzwords… The commercial creates a subject in its own image, a dependent spectator, pure consumer, whose every desire is catered for on one condition: the price to be paid… Here traditional cultural values are not so much subverted as simply vaporized.
Michael Chanan, Musica Practica

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