Introducation

W.Benjamin discusses the loss of “aura” through technical replication, yet suggests at the same time that art and style are inserted within the agent, while it’s been replicated. As a result, the replica is disguised in the glamour of this “pseudo aura.” ( Benjamin, p. 220)

• The most powerful is the film agent”(Benjamin,p.221) • Aura in film context is captured though the manipulation of lighting, zooming in and out, panning and camera angles….(Benjamin,p228) • Vincent Carducci expands on this Aura

• Aura is added value to the brand.(Carducci,39) • Aura breaks away from Ford’s assembly line model and forms its own “batch” of commodities. (Carducci, 40) • Eg. Apple/Mac computer • Utilizes Freud’s psycho analysis • Wants turns to needs

• Lifestyle Marketing emerged in the 1970s(Carducci,p41) • Designer logos now seen on the front(Carduccci,41) • “Synthesis of brand and aura is essential to todays economic world”(Carducci,41) • According to James Miller, people consume to express themselves.(Carducci,42) • Apple/Mac Marketing most effective in the use of commercials • Commercials – Persuasive texts, – Reaches mass audiences – Huge amount of money is spent • Apple/Mac marketers in 2009 alone, in a 3 month period in Selling General Administrative Expenses-this includes advertising expenses incurred) increased by 11%o $99 million compared to 2008. (Erik Sherman, the CBS Interactive Busines network)

(Eve)