Media and Visual Cultures - Report Example

Customer’s name: Customer’s course: Supervisor: Date: May 23, 2012 Image 1: Lamborghini Gallardo stilettos analyses Introduction Art is fascinating, and that is why Lamborghini Gallardo stilettos left out nothing that is remarkable rather than the design of a car like shoes image 1 above. These eye catching beautiful looking shoes, were designed by Modo illustrator Tim Cooper1. Lamborghini Gallardo stilettos analyses Adorno theory Adorno in art gives first priority to object emphasizing on materialistic aesthetic rather than being idealist aesthetic that emphasized by some artistic. Idealistic value is more given to the subject as compared to the object1. The Art object will always contain the truth-content. Truth content contains the cognitive details. This information is not fully exhausted by the original producer or the satisfied consumer; however, only analysis can reveal such inner details. Only persisted analysis that Adorno believes can fully give clear information of beauty2. The artist live to love art while at the same time make discoveries of different things and objects. This ensures they remain attractive and welcoming to the eyes of the consumer just like the Lamborghini Gallardo stilettos above1. The artwork is bound to experiment different designs, of which such designs sometimes have not been tried in a particular object such as that done in Lamborghini Gallardo stilettos shoes. This shoe was produced to emulate the design of car something ladies not used to. Ardono disregards any methodology and subject separation and hence believes methodology should be used hand in hand with the subject. Fine art encompasses formal autonomy and hence inseparable. According to Adorno modern art authenticity is also said to be social monads. These two disciplines (subject and methodology) create unavoidable tensions4. In addition, this also expresses the reason as to why conflict in the entire socio-historical process remains unavoidable from which methodology and the subject came from and were they belong. These tensions accompany the artist through sociohistorically materials and, therefore, bring conflicting interpretations. Some of these interpretations remain confusing to the society at large or work- internal forces. Adorno, however, is able to predict these tensions and hopes that they will at one be point have a solution. This artist believes this is a challenge to be worked on and only the society transformation can achieve the resolution effectively2. These statements concur with the Lamborghini Gallardo stilettos image of a car looking shoe. Some may criticize the shoe while others will use it as a sex-attracting-material rather than just a mere beauty. Adorno’s theory stands his strength of art on social monads which works in between imports and function category2. Accounting to these two categories differentiates his sociology and arguments of art from empirical and hermeneutical perspectives. Empirical perspective investigates the connection of course in between the various social factors and the general artwork as whole. Moreover, empirical does not ask questions on the significance and meaning of something. Hermeneutical perspective prefers to find out the meaning in a piece of art and its significance to culture. However, it overlooks the economics and political functions4. According to Adorno argument function and import should be looked and clearly understood in relation to each other. It is appropriate noting that the society we live in is liable to oppose these two functions. In a case, where the question of import is not raised then an artist is not able to provide a qualitative and quantitative account of social functions in art work2. Therefore, social function is tied to artwork import, which gives, the potential importance on different social context. From his findings Adorno believes that one need to bring to a stand still the standard theories which explain the truth found in nature and give way for artistic truth to be non- proportional, disclosed and dialectical1. Adorno says that each artwork contains its own import that is built from internal dialectic between form and content. The function of import in artwork calls for critical judgment in between the socio-historical and complex artwork changes to which the art is supposed to be. Truth content in artwork is meant to foster a challenge into the way things are viewed or have been found an used to be and give insights on how they could be made better, however, leaving them in real unchanged4. In reference to the Lamborghini Gallardo stilettos above, the artist had in mind a high heeled shoe which is typically known and won by ladies. Moreover, the truth in the content is that it was produced to give a unique look found in a car. Fundamentally Adorno wishes to drive out the Primitivity in people and society at large. His artwork is made to explain how world could be made of more value rather than dwelling on one point of preserving culture and heritage1. What was in the history can as well be made more appealing and more aesthetic in the modern world. Horkheimers theory In his theory, Horkheimers emphasizes the use of mind in decision making3. He argues that reason and knowledge has gotten control over the whole universe that is human beings and the physical environment. However, enlightenment promises progress and freedom by use of knowledge and reason. This artist puts more insight on that factories, consumer goods are not just availed in place but, however, undergo several calculations to decide what kind of end product one needs to achieve at the end and which kind of machines would best be used to achieve. The main outcome expected from all this artwork calculations is to capture customers’ interest and leisure effectively and accrue high profits3. These factors, therefore, need to dominate the consumer in the modern world. According to Horkheimers theory, Lamborghini Gallardo stilettos, the artwork was put in place to capture attention to the modern ladies who are also fond of leisure activities. In reality and as per the competition in beauty and presentation in the hearts of the women, this art was made to stream sales. This was, therefore, made so easy and cheaper by the appearance of the shoe. Such a product would make more sales with minimal advertisement hence cutting down cost of production and giving more returns to the producer. Horkheimers puts critical theory in place to evaluate how the society looks at things and whether they are still ok the way they appear to be4. However, this artist certainly brings in contradictions on whether to embrace the historical situation of things or to enforce some power in order to stimulate change. Horkheimers uses Critical theory emphasizes to show that there is a need to set free the oppressed3. This oppression is thought to stream from traditions and cultures, and just the general society. However, Horkheimers remains conservative. The Horkheimers states that instrumental, subjective and objective reason is linked, and no one factor can work on its own. Instrumental reason is employed on how something needs to be done, and its sole purposes of truth depend on the subjective reason. Subjective reason looks at the process rather than the outcome of a product it assumes that the end always just gives the purpose of the subjective. This characteristic of reason furnishes the ideology3. Objective reason aims at finding out whether something is right or wrong. This is a force in the world and concrete concept that needs particular kinds of behavior. This type of reason looks at the end as compared to the processes. Instrumental and subjective reason rule the way the society perceives and presents its ideas. An example is given by the democracy, in this aspect people depend on their own interest rather than the mere objective truth4. On contrary, Horkheimers still believes that objective reason has its base in the subjective reason. He uses Intellectual and enlightenment progress to mean the liberation of man through employment of reason from unworthy traditions such as superstitions or demonic powers, which in stills fear3. From this claims it is clear that in the modern world people should have clear and pure thought. As from the above Lamborghini Gallardo stilettos the image of the shoe should not be viewed as a sexy material rather a beautiful unique shoe made from unique design for leisure. This will only be possible if as Horkheimers claims a person or the community at large uses objective reason. In conclusion, Adorno’ theory undoubtedly emphasize on a world on the move. He also believes that as an artist comes up with unique substance the end product should remain with the original identity. In this regard, Lamborghini Gallardo stilettos image above gives a beautiful look of a common shoes2. However, it holds in it different features of a deluxe car. This does not only uplift the face of the wearer but also adds value to her. On the other hand, Horkheimers theory emphasize on the need to have objective reason rather than being subjective3. The artist claims that the end product is the main focus. In this regard, Lamborghini Gallardo stilettos product above is made to market itself to the customer since is quite welcoming to consumers as the seller gains more profit. In addition, he needs the society at large to have a clear vision free from evil thinking. References Bernstein, J. (ed), Art and Aesthetic after Adorno. Cambridge: Cambridge, 2010. Brittain C., Adorno and theology, London T&T. Clark, 2010. O’Nell J. and Uebel T. “Horkheimer and Neuarath: Restarting a Disrupted Debate.” European Journal of philosophy, (2004): 12: 75-105. Zuidervaart L. Theodor W.Adorno. The Stanford Encyclopedia of Philosophy. Edward N. and Zalta (ed). 2008. Accessed may 23rd, 2012 http://plato . stanford.edu/archives/fall2008/entries/adorno/> Read More