rhetoric of bodies

Ads on Bodies and Bodies in Ads at SXSW

Image Credit: Magic Spoon Production's Vimeo

Few things will make a body more aware of its need of personal space than being in Austin during SXSW. At the height of the music festival, sixth street is a throbbing mass of bodies; most are hurting from the night before; many are pierced and tattooed; and all are in search of further sensory stimulation. Prominence and/or density of bodies are signal features of large scale cultural gatherings like SXSW. Consequently, advertising at these sorts of events often becomes embodied in visually arresting and sometimes ethically questionable ways. This post examines two advertising schemes that came to my attention this SXSW, and thinks about the stakes--rhetorical and otherwise--of confusing bodies with commercial products.

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