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" Better than going to therapy.

Caretti

By Joaquin Rivers. Psychoanalyst in Madrid.

This title is the text of a propaganda that came out on February 12, 2010 on page 13 of the Country. Is a phrase that appears, using the technique of perspective, on top of the page on a black background widespread. Large print and anodyne and a rising size darker than white, is leaking from left to right, in a side, not looking in front of the reader. A point rubric the phrase as not leaving no room for questioning. No use of the ellipsis, which would open up the game a little to the imagination, nor the quotes, which would point the irony is a strong statement. Below


object: a beautiful red Mini Cooper, which is not inside that on the black lights shining, showing a large-eye headlights that serve to guide us along the path to happiness, away from the darkness of the malaise of existence. We

then the text of the Other and we have the object. Where do we place the subject? The subject is the black background top left, dumb, attends the proposal superego.

analysis is interesting to what is proposed in this propaganda, as it expresses, in the open, one of the darker sides of the ideology of consumption. If you are worried or any symptoms you are doing absolutely go to therapy, discard this idea and buy a Mini Cooper. This car will fill the void, still his questions, will order in the manifestations of your body, smooth your thoughts recurrent resolve conflicts in their social bond, will bring new possibilities to your love life or solve problems with the partner, will respond to their dissatisfaction, and so forth. Is the proposal that the object of consumption reign of subjectivity, that subjectivity takes over making it to disappear behind the object result in satisfaction.

The idea behind this propaganda, the daughter of collusion between capitalist discourse and the explosion of technology against subjectivity, is "a psychological therapy for symptomatic subjectivity we propose therapy consumer object "A true contraterapia. Seldom heard in advertising as a stark approach consumption as therapy. That is, careful consumer discourse of the discomforts of the subject and how it tries to find in the dialogue with the Other relief, via a psychological therapy, propaganda attempts to seize the resource, via the proposed acquisition of a object as therapy! Obscenity consumption openly revealing its most sinister: the joy of healing. Ie: buy-enjoyment and be cured.

Also read also the idea that the way the object of consumption is better, more effective, cheaper, shorter, less committed, more relieved, more aesthetic-cold lyrics against glowing red and silver car-less enigmatic, without the other ISP, safer in the sense of face as the car is the subject face, surrounding, enveloping, protecting him. Phallic face par excellence, the car would restore the power lost via a subjective pleasure that only needs the gaze of the Other to be confirmed.

And yet, something to rescue: the signifier therapy is brought to the forefront as a possibility, which rejects the propaganda, but there's a brand in the text. Perhaps when the consumer object brightness exhausted the possibilities of phallic and lose the effectiveness of plugging fleeting anguish, then arises the significant failure therapy as an alternative to the oblivion of subjectivity.


from: http://www.blogelp.com/ 03/16/1910.