Advertising and consumerism is undeniably significant in modern society and this study takes an alternative philosophical approach towards the issue as well as considering modern thinkers that have discussed the medium previously.
Schopenhauer argued that an individual is controlled by their will and this leads them to live a life of dissatisfaction and suffering. This study shows that advertising does not produce this suffering but intensifies negative feelings because it forces desires on individuals. Schopenhauer argues that to discover metaphysical truth is a temporary release from this cycle and so this study also considers its applicability to contemporary society. The texts used will be ‘The World as Will and Representation volume I and II’.
Bataille considers how a homogenous society seeks to remove unproductive elements from this sphere but I argue that because modern society is dominated by capitalism and homogeneity, it seeks to remove unproductive behaviour from all of society. This study then examines how advertising could be used as a tool to remove unproductive or heterogeneous behaviour by shaping our desires. The negative consequence is that heterogeneous behaviour is inseparable from productive behaviour. This insight is taken from a collection of essays by Bataille.
Category: 2009
Aims
In my project I will discuss how the relationship between friends affects our ability to make objective moral decisions. In doing so I hope to clarify some of the philosophical positions on friendship and assess my own views philosophically in order to attain whether moral theories should devote specific attention to this idea.
Object
The object for my project is the documentary film “Touching the Void”. This film tells the story of two friends who set out to climb the previously un-summited west face of “Siula Grande” in the Peruvian mountains. In doing so both friends were plunged into a life and death struggle and one was forced to make an arduous decision to end his friend’s life.
Territory
The philosophers I will use in my project are;
• Aristotle, who writes explicitly on the conditions of complete friendship in his book
“Nicomachean Ethics”
• Hegel, most importantly his concept of recognition and how that is affected by
friendship and how this in turn affects his moral theory
• Hobbes, the idea of rational egoism and how friendship is affected by this