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Prometheus By Jose Orozco: A Marxist Analysis

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INTRODUCTION In this essay, I will attempt a Marxist deconstruction of three chosen visual texts. In order to sufficiently analyze and explain the subject, I will first consider what is understood by Marxism and Marxist deconstruction of a text. Secondly, I will focus on Coca-Cola's advertising campaign “True Friendship”, and the brand's effect on globalization. Next, I will analyze a mural painting “Prometheus” by Jose Orozco, and the artist's relationship with Mexican culture and politics. Then, I will attempt a deconstruction of a photograph of the French resistance, considering the historical implications of this movement. To sum up, I will reflect on the overall success of my investigation and will formulate general conclusions. MARXIST …show more content…

The campaign is a part of worldwide famous Christmas campaign, that celebrates Christian Holiday and traditions. The goal of this specific advertisement was to promote Coke as an essential part of those celebrations. The campaign which it is a part of is repeated every year since 1958 (Coca-Cola, 2017), and nowadays is commonly accepted as a part of Christmas spirit, even though it refers to Christian religious traditions. Being promoted in many regions of the world, even the countries where the dominant religion is Arabic or Jewish is one of the causes of gaining popularity of commercialized Christmas celebrations worldwide. As a part of Americanization process, Coca-Cola has become a significant part of many cultures, representing the all-encompassing consumerism, that imposes on everyone acquiring similar products. This campaign is just a single example. Coca-Cola advertising for nearly a century significantly contributes to the uniformization of culture worldwide. The differences between cultures slowly fade, cultural patterns get standardized, and due to a mix of cultural elements, some minorities’ cultures

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The environment is pledging an elitist appeal but the warm colors found in the image attract the populist group. In Jack Solomon’s “Masters of Desire the Culture of American Advertising” he explains a paradox in the American psyche. He argues that Americans simultaneously desire superiority and equality, as a result, advertisers create images that exploit those opposing conditions. He emphasizes that America is a nation of fantasizers. He sums up that advertisers create consumer hunger by working with our subconscious dreams and desires in the marketplace.

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Overall, this letter from a chain of correspondence between Franlin and Hall, when analyzed alongside the corresponding newspaper article that was later published, provides a complex look into motivations different people had for participating in the Revolutionary cause

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In 1941, Robert Roswell Palmer, a revisionist, was another French Revolutionary historian who wrote about the Terror during the Revolution. Unlike Kerr, Palmer focuses on the individual leaders of the Committee of Public Safety instead of the conflict between the different classes. Besides focusing solely on Robespierre, like Mathiez, he focuses on all twelve leaders. By focusing on the revolutionary leaders, Palmer’s book, The Twelve Who Ruled is a political and top-down interpretation of the terror during the French Revolution. Palmer’s interpretation is a continuation of Mathiez’s as he also views terror as an instrument of justice that is used to repress and control its citizens.

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In this rapidly globalizing world, the jobs of the advertisers and marketers are to make sure we, the general public, have no control over our wants and desires. It is impossible for them to gain full control, but they do a good job of restricting what freedoms we do have. Big companies want us to believe that we have control by changing cultural norms without us realizing they did. Ethan Watters discusses how marketers plan to redesign Japanese culture for their benefit in his narrative titled “The Mega-Marketing of Depression in Japan.” Watters makes it apparent big companies, such as the drug company GlaxoSmithKline, are reshaping Japanese culture to market a pill that supposedly cures depression.

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