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Aristotelian aesthetics has many ramifications and implications, but for the purposes of this paper, the emphasis will be on the Aristotelian priority of representing or portraying the ideal individual (or the ideal in nature) as attainable in "this world." As aesthetic abstractions, both The David and the Marlboro Man are "this worldly" ideals. The purpose of this paper will be to show that an Aristotelian aesthetic philosophy is manifest in both Michelangelo's The David and the Marlboro Man. In light of such research, inquiry based on aesthetic philosophy could be fruitful. 88) noted the close alliance of semiotic theory and aesthetic philosophy. 136) observed that advertising draws from all of the arts to make use of the aesthetic potential and Holbrook (1987, p.
In a more specific context, Kloepfer (1987, p. Some scholars have begun to apply literary theory to consumer research (Durand 1987 Stern 1988) while others have realized the impact aesthetic plays in the advertising process (Feasley 1984, Kloepfer 1987, Holbrook 1987, Noth 1987, Schudson 1984). In applying semiotic and symbolism theory, scholars have found that the advertising and consumption process involves signification at many levels (Holbrook 1987 Kloepfer 1987 McQuarrie 1989 Mick 1986, 1987, 1988), the creation of symbolic meaning (Levy 1959, Solomon 1983), the creation and transfer of cultural meaning and values (McCracken 1986, 1987 Sherry 1987), the creation and representation of ideals (Schudson 1984, Belk and Pollay 1985), and the acceptance of a wide range of ideas and philosophies (Belk 1988). Recent years have seen scholars apply the ideas of semiotics (Pierce, 1931-1958) and symbolism (Langer 1942, 1953) to better comprehend the advertising and consumption processes. "A convincing impossibility is preferable to an unconvincing possibility."-Aristotle This paper posits that because of the Aristotelian ideas manifest in the David, advertising aesthetic, and the Marlboro Man, both the David and the Marlboro Man have come to symbolize similar meta-ethical, aesthetic and political ideas.
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Thus the Marlboro Man is an aesthetic abstraction of the Aristotelian ideal in the form of 20th century advertising. Some advertising, by its very essence, contains fundamental Aristotelian ideas in its formal aesthetic. Thus the David is an aesthetic abstraction of the Aristotelian ideal in the form of High Renaissance sculpture. The David represents the climax of the influence of Aristotle's philosophy of aesthetic on Michelangelo. THE MARLBORO MAN AS A TWENTIETH CENTURY DAVID: A PHILOSOPHICAL INQUIRY INTO THE ARISTOTELIAN AESTHETIC OF ADVERTISING and Brian Sternthal, Provo, UT : Association for Consumer Research, Pages: 746-755.Īdvances in Consumer Research VolPages 746-755 This paper posits that because of the Aristotelian ideas manifest in the David, advertising aesthetic, and the Marlboro Man, both the David and the Marlboro Man have come to symbolize similar meta-ethical, aesthetic and political ideas.īarry Vacker (1992) ,"The Marlboro Man As a Twentieth Century David: a Philosophical Inquiry Into the Aristotelian Aesthetic of Advertising", in NA - Advances in Consumer Research Volume 19, eds. ABSTRACT - The David represents the climax of the influence of Aristotle's philosophy of aesthetic on Michelangelo.