Now that the first part of our semester is coming to a close we have to start constructing a "poetics" or a methodology for constructing our concepts in order to move forward with our projects.
Recap:
- Deleuze and Guattari instruct us on how to create a Concept (it is made up of three components: the plane of immanence, the conceptual personae, and the concept/components) and that Advertising and consumerism has taken over the construction of concepts in our modern times.
- Marchand has showed us how advertising came to be a powerful force in society, capable of swaying public opinion and taste at the drop of a hat. We can catalogue the various techniques they used (the great parables, visual icons, one-on-one acknowledging of the audience, etc.) and see that many of these are still relevant and being used today.
Combo:
An easy set of general instructions for our first part can be generated by seeing were the two texts match up, creating an "intertext."
- First you identify an Event (our public policy topic) to which you will create your concept.
- The Event will exist within a Plane of Immanence, and so identifying the territory of your p.o.i will come next.
- From there you will create a conceptual personae (similar to the advertisers' marketing characters) that will enact your concept and allow you to bring an Unthought (a perspective or way of understanding that hasn't been articulated yet) to the Event.
- The conceptual personae can utilize some of the strategies of advertising in order to better present this Unthought - having personality/charm, appealing to the "individual" within the audience, and creating a sense of empathy in the viewer/reader.
From here, we will continue on in Part Two, creating our concept, figuring out if it works and adjusting accordingly. Not sure if this is going to work, but we have to have faith....in philosophy.
A parting gift:
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