Σερζ Λατούς
Η διαφήμιση
…Η διαφήμιση έχει έναν προϋπολογισμό φοβερά αδηφάγο: 500 δισεκατομμύρια ευρώ δαπανών το 2003 από τις οποίες τα 103 στις Ηνωμένες Πολιτείες και τα 15 στη Γαλλία, ποσό κολοσσιαίο, ο ολέθριος ρόλος του οποίου έχει ήδη υπογραμμιστεί. Σε τελική ανάλυση, οι καταναλωτές είναι εκείνοι που πληρώνουν τη διαφήμιση: 500 ευρώ τον χρόνο ανά άτομο. Το σύστημα της διαφήμισης «καταλαμβάνει βίαια τον δρόμο, κυριεύει τον συλλογικό χώρο -παραμορφώνοντάς τον-, ιδιοποιείται ό,τι έχει δημόσια αποστολή, τους δρόμους, τις πόλεις, τα μεταφορικά μέσα, τους σιδηροδρομικούς σταθμούς, τα στάδια, τις πλαζ, τις γιορτές. Πλημμυρίζει τη νύχτα, μονοπωλεί τη μέρα, καταβροχθίζει το Ίντερνετ, αποικίζει τις εφημερίδες, επιβάλλοντας την οικονομική τους εξάρτηση και οδηγώντας ορισμένες απ’ αυτές να καταντήσουν αξιοθρήνητα υποστηρίγματά του. Με την τηλεόραση, το σύστημα της διαφήμισης κατέχει το όπλο του της μαζικής καταστροφής, εγκαθιδρύοντας τη δικτατορία της ακροαματικότητας πάνω στον κυριότερο πολιτισμικό φορέα της εποχής. Και δεν σταματάει εκεί. Η διαφήμιση επιτίθεται επίσης στο ιδιωτικό σύμπαν, στα γραμματοκιβώτια, στα ηλεκτρονικά ταχυδρομεία, στα τηλέφωνα, στα βιντεοπαιχνίδια, στα ραδιόφωνα των μπάνιων. Και να τώρα που κυρίεψε και το σπασμένο τηλέφωνο. [ … ] Η επίθεση συντελείται προς κάθε κατεύθυνση, η καταδίωξη είναι συνεχής. Νοητική ρύπανση, οπτική ρύπανση, ηχητική ρύπανση». Υπάρχει άραγε καλή διαφήμιση;
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Σερζ Λατούς, Το στοίχημα της απο-ανάπτυξης,
μτφ. Χριστίνα Σαρίκα, εκδόσεις ΒΑΝΙΑΣ
you can also read:Reading for GCSE exams
Are you looking for Greek Lessons/ courses in Manchester or online with a professional teacher? Click here: Greek lessons. to learn more about our Greek lessons. You can choose either face to face lessons – if you live in Manchester- or online courses
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