Intensities and the Singular Assemblage: Becomings

  • Hélène de Burgh-Woodman


This chapter focuses on the internal components of assemblages and the resulting intensities embodied within singular advertisements, situating their aesthetic, stylistic, narrative and consumer engagement qualities within the paradigm of assemblage thinking. Thus, thrust of the proposition elaborated in this chapter is that this approach transforms perceptions of advertising as spectacle, bringing it closer to a system of affect. Visiting Deleuzian concepts of becoming and the Body without Organs, this chapter traces these concepts through a considered range of advertising content.


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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Hélène de Burgh-Woodman
    • 1
  1. 1.The University of Notre Dame AustraliaSydneyAustralia

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