Body as evidence

In the period of sexual liberation (in the 1960’s and 70’s) there was a peak of sexual activity with minimum reproduction. Nowadays, in a society in which cloning and genetic advancements are becoming commonplace, society dreams of the opposite: reproduction with minimal sex. The Body used to be a metaphor of the heart and of feelings. Today it is associated with nothing; it is just a container for metastasis. The Body disappears and it becomes an illusion…

Body entropy was tested and banned by law when the use of people and animals in beer adverts was tested in the Duma, which subsequently banned them. All of the body forms, lines and features and physiology that appeared in ancient times and during the Renaissance, and which is still growing now, are replaced by accessories, attributes and other things. It is an aspect of a general transsexuality, which has an influence not only on sex itself, but also on other areas of political and social life. It is astonishing, but natural that the recent “T” beer advertisement mentioned above is indicative of this .

The “Presence effect” of the Body in the beer "T" advertisement (where the viewer is provided with an unlimited number of options to imagine any body with a nice butt or firm melon-looking breasts) bases on the existential idea of the advertisement language. According to the founder of structuralism, F. Sossure, all nonverbal symbols, (in our case, camomile trousers) points to something beyond this and unnatural, and which always signifies the Body’s presence in the transcendental language sphere. This is the words of advertisement language sphere. The hypothesis of “transcendent denotatum” is a fundamental one and it needs to be deconstructed, because it takes the Body significant out of the Body itself; so that the fact that the Body in the beer "T" adverts intelligibly displayed by things, Body attributes, is not casual.

In western philosophical traditions every attempt to represent the Body ends by its reduction. It is not necessary to show a body to present it and we can clearly see this in the beer "T" adverts. Officials from FAS have no choice but to resign themselves and the Duma deputies have to bring people and animals back to the advertisement. The Beer "T" advertisement showed that the Body dies off in the sociable unconscious of the new post soviet generation…

As it is known, the advertisement is based on the unconscious possibility of reducing the infantile anxieties of a person in order to realize his own neurotic libido. The advertisement is divided into three by types of libido satisfaction:

1. A person with an oral fixation is targeted by advertisements for items that can be sucked, drunk, chewed or swallowed. For example oral adverts are for beer, juice, cigarettes, coffee and food.
2. A person with anal fixation is targeted through ideas of cleanness and freshness. The products include soap, shampoo, washing powder, all kinds of detergents, underwear and also home appliances, especially vacuum cleaners and washing machines. For example, a slogan “I suck for a penny” kills two birds with one stone – consumers with oral and with anal fixations.
3. Finally, a phallic narcissist, a person who satisfies his libido by demonstrating, for example, the beauty of his body, likes adverts for fashion designs, make up…. Or more figuratively, advertisements for luxury cars, where the car is a body equivalent with pronounced phallic shape.

It appears as if or the first time in Russian advertisement practice, in the beer "T" advertisement a triune problem was successfully solved. The advert aims at a target group of young girls and boys from 18 to 25 who are consumers with all kinds of fixations: oral (beer was shown), anal (pants) and phallic (fashionable running shoes, jeans etc.).