Abstract: Featuring dead celebrities in current advertisements has become a well-known practice in contemporary advertising techniques. Marilyn Monroe sells Sunsilk, John Lennon is a spokesman for One Laptop per Child, Gene Kelly and Donald O'Connor demonstrate the roominess of a Jetta's now larger backseat. To unearth the viability of re-structuring dead celebrities into new advertisements, this article analyzes how phantasms – visual and vocal recordings – speak to the living consumer through the construction of emplotment, a main element of Paul Ricoeur's narrative theory. Particularly, Ricoeur's work on mimesis, metaphors, and memories direct this inquiry for these terms shape a phenomenological understanding of temporality and connectivity with a disembodied other. The goal of such exploration aims to link dead celebrities with the construction and transmission of persuasive messages within an advertising narrative framework.
All Science Journal Classification (ASJC) codes
- Cultural Studies
- Sociology and Political Science