Жан Бодрійяр про рекламу та споживання

Abstract

article analyzes the role and place of the prominent French philosopher Jean Baudrillard, whose creativity is assessed quite oppositely in the world of philosophical discourse: from admiration of his ideas and recognition as the postmodern guru (the thinker disowned this title) to negative comments addressed to the philosopher; different points of view regarding the importance of his ideas and concepts for modern philosophical thoughts are compared. It is noted that one of the undeniable achievements of the philosopher is the development of the concept of due to globalization and the information revolution, market economy establishing, intensification of cultural ties, emergence of stimulus reality. theoretical and praxeological foundations of the formation of the concept are presented; the role of advertising in today‘s consumerist discourse is highlighted. aim of the article is to prove, based on the analysis of J. Baudrillard‘s The System of Objects and The Consumer Society, that in the advertising attracts consumers to the world of fairy tales and legends since under conditions of total simulation the absence of certain realities that have a value to the individual is replaced with a thing that symbolizes (encodes) them. article analyzes Jean Baudrillard‘s The System of Objects in which the thinker is still quite engaged with the Marxist and psychoanalytic rhetoric but is trying to implement the conceptual schemes and mythologemes of post-structuralism at the real level, that is, at the level of actual objects. latter sphere interests the philosopher not as such but as a unifying link of human relations and communications. author seeks to explain how the rationality of things struggles with the irrationality of demands; for this purpose, four distinct, correlated views on the description of the of objects are identified: 1) functional system or discourse of things; 2) extrafunctional system or discourse of the subject; 3) meta- and dysfunctional system: gadgets and robots; 4) social and ideological system of things and consumption. identification of the above mentioned aspects gave Jean Baudrillard the possibility to suggest that at the present stage of social development there is a takeover of the object system by the system of signs. article also analyzes Jean Baudrillard‘s The Consumer Society, where the author convinces the reader that the consumer society as a myth exists on the other side of the objective and subjective, the material and ideal; it is a specific form of the totality for the contemporary social practices. In order to understand the society, the author suggests some classification schemes, when there is a classification not only of individuals, but also of the consumption objects, ranging from machine tools to commercials.