Wednesday, March 6, 2013

I am unlimited?

It's tempting to see this new ad from Sprint as just an advertisement, part of the wallpaper of noise that constantly surrounds us. But look and listen more closely. In thirty seconds the marketers at Sprint are selling us a very particular anthropology and vision of the good life. Unlimited. This is what it means to be a flourishing human. The ad also ventures into the territory of metaphysics and theology by skillfully equating the supernatural, or miraculous, with technological advance. The implications of this audacious sales pitch will fly right by the average viewer. Or will they? The ad execs at Sprint are betting lots of money that their 30-second "pedagogy of desire" will have an impact -- even if only at a subconscious non-cognitive level.

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