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By Melanie Swalwell

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Example text

The placement of the hand is the only thing to suggest that perhaps the gesture is laughter…yet what kind of laugh is it? The Onkyo advertisement is interesting because it renders technology in terms of sensory experience, or more precisely, in terms of the affects produced by technology. It demonstrates the particular ways in which technology is aestheticised in advertising at the moment, and the ways that this aestheticisation of media technologies is articulated through the bodies of those who come into contact with them.

I link these to the resurgence at the moment of an older meaning of the term ‘experience’, in experimentation. In the next example, I will also consider some of the features of the hyper subject that seem to be emerging in the context of the intensification of experience (at least as advertising is presenting this), for which my analysis of the Jolt Cola advertisement has laid the groundwork.  200, 208. 70 These themes, of (hyper­)mediation and immediacy are treated by Bolter and Grusin in their study, Remediation.

This tension, between on the one hand identifying too much stimulation as the problem, and endorsing such stimulation as not just endemic but desirable, is neither posed as a paradox nor resolved in the ad. W.  535. html, accessed 9/10/01. 31 renders culture and action in terms of stimulation. In a sense it doesn’t matter what kind – stimulation is all treated as the same. Complex motivations and decisions are reduced to functions of stimulation in this view, a kind of balance sheet mentality where stimulation received is lined up against energy expended.

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