A Deeper Truth within Advertising?

Interesting take on advertising, progressive thought and William Gibson’s Pattern Recognition [via Naujoji Kairė 95]:

In Pattern Recognition, William Gibson’s latest cyber-punk novel, a marketing impresario improbably named Hubertus Bigend explains it like this. “What we think of as ‘mind’ is only a sort of jumped-up gland, piggybacking on the reptilian brainstem and the older mammalian mind, but our culture tricks us into recognizing it as all of consciousness. The mammalian spreads continent-wide beneath it, mute and muscular, attending its ancient agenda. And makes us buy things.” Hubertus Bigend is an complicated character in Pattern Recognition, portrayed as ruthless and amoral, but not necessarily adversarial and also inevitably victorious. This is either evidence that Gibson has thrown in the towel and surrendered his usual noir critique of multi-national corporations and hyper-consumerism, or a recognition on his part that there is a deeper truth within advertising and marketing that needs to be reckoned with. William Gibson, Pattern Recognition (NY: Penguin, 2004) p.69


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