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Anali Ekonomskog fakulteta u Subotici
2002, iss. 7, pp. 173-184
article language: Serbian
document type: unclassified

Masovni mediji, dizajn i reklama
(The title is not available in English)
University of Novi Sad, Faculty of Economy

Abstract

Global mission of the economy of consumerism has interfered itself with the enlightenment project of getting power over the nature, which has culminated in aestheticization of world and life. Useful things and the environment are getting more and more beautiful forms, and the mass-media have the casting role in that process of beautification. By that taking power over the nature in purpose of exploitation finishes in the creepy beauty of artificial. Advertisement, as a basic means of spreading the economic power, i.e. of the power of economic, operates as means of seduction at the level of consuming but at the level of fostering of values as well. Using beauty as its means for seduction, advertisement, nevertheless leaves space for other manners of behaviour (beside conformity) also, and, in the same time, trains our sense of taste, which is, since the English empiricists, known as a key sense of social (sensus communis).

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