The True Cost
Directed by Andrew Morgan
When an advertisement tries to sell you its product, it not only aims to link that product to a positive lifestyle, but tends to make it invisible to its complex and specific history. Even more important than that create a story around the product, it is often essential to cut its roots, hide its historical basis. How often does not a product appear as an ethereal and ahistorical object, a novelty without a tangible origin? How often does not a product appear as an apolitical result produced by the market's logic and the individual's internal needs?
As propaganda in general, advertising is an expert in polishing reality, smoothing out its irregularities and presenting it idealistically, that is, on the basis of its ideology. Advertising and propaganda find its aesthetics in showing something and holding back a lot – it tends to portray the world as a surface without a background. In any case, it at least shows the background that adds a positive value and aura to the product in the present. The rest. . .
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