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THE ANTI-AESTHETIC ESSAYS ON POSTMODERN CULTURE

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It is exactly this shift from denotation to connotation and obtuse meaning, or – to put it differently – from information to sensorial and affective qualities that is the topic of this discussion. In the luxury domain in recent years, a certain type of advertisement has emerged that relies almost exclusively on the evocation of pure sensations. Only in part do the depicted scenes, characters or objects lead to these sensations. Rather, the aesthetic features of style – such as depth of field, diffusion, colour or light – enhance the spectator’s sensorial response. Most often, these types of.