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Intensities and the Singular Assemblage: Becomings

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Advertising in Contemporary Consumer Culture

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Abstract

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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Authors and Affiliations

  1. The University of Notre Dame Australia, Sydney, Australia

    Hélène de Burgh-Woodman

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  1. Hélène de Burgh-Woodman
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de Burgh-Woodman, H. (2018). Intensities and the Singular Assemblage: Becomings. In: Advertising in Contemporary Consumer Culture. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-77944-7_4

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