On Target: Aura, Affect, and the Rhetoric of “Design Democracy”

Abstract

This article analyzes the Target Corporation as an example of the foregrounding of design in contemporary consumer culture. To understand the destiny of the manufactured object in an age of aesthetic capitalism, this article argues that the previous relationships among use value, exchange value, and sign value need to be reconfigured. A new dimension of the object is emerging, one that is best understood as combining aura and affect.