The Null Device


In 2003, US mass-market clothing retailer Abercrombie & Fitch approached Slovenian Marxist philosopher Slavoj Žižek to write some ad copy for them; he took them up on the offer, and the result (NSFW) consists of goldenly sunlit vintage-soft-porn-style photographs of naked good-looking young people, with Žižek's unique brand of macaronic Freudian-Lacanian theorising superimposed over a proportion of the pages, in bold sans-serif face. A representative example of the text:

Žižek reportedly said that the assignment took him 10 minutes of free associating, and that he found it less demeaning than the US academic sector:

But Zizek bristled at the suggestion that there was anything unseemly about an internationally renowned intellectual writing copy for a clothing catalog. ''If I were asked to choose between doing things like this to earn money and becoming fully employed as an American academic, kissing [EXPLETIVE] to get a tenured post,'' he growled, ''I would with pleasure choose writing for such journals!''
Which sounds like a Marxist take on the “punk rock” philosophy mentioned in an earlier post: if the bourgeois-capitalist system is (a) bullshit and (b) inescapable, and the supposedly “credible” parts of it are the worst by their pretence of being something other than bullshit, why not show the lie of the system by shunning its serious institutions and engaging solely with the most honestly base and tawdry aspects of it: populist cinema and mass-market clothing chains?

(via MeFi) détournement freudian marketing marxism punk slavoj žižek 1