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A diamond is forever: an analysis of how a single phrase redefined the value and perception of diamonds through simulation and hyper-reality in DeBeers advertising case Essay Example

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A diamond is forever: an analysis of how a single phrase redefined the value and perception of diamonds through simulation and hyper-reality in DeBeers advertising case

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Context, the paper will examine the concept of simulation and hyper-reality, comprehend how media managed to manipulate and erase the basic line between fantasy and reality, and create a false sense of value or consumer emotion. It will also analyse the concept of sign and signification, to find out the meaning behind the signs and symbols used in the advertisements.In post-modernism (especially in the context of capitalistic economies and post-modern developed nations), hyperrealism is a concept that reveals a condition where human consciousness fails to differentiate between falsely created ‘real’ world (simulation) and actual reality (Baudrillard, 1994). In other words, hyper-reality typifies what consciousness distinguishes as "reality" in the cultural context where mass media has the power to alter incidents before presenting them to the readers/viewers. It has resulted from logically derived simulation processes, where signs, logos or phrase-words are being used with increasing frequencies to substitute real products or emotions. Symbols or catchy phrase-words that imitate reality are being made to appear as simplified and easy to recognise. They first cover and then replace the real objects or emotions, and finally end up being more ‘real’ than reality itself (ibid). Modern culture has thus turned into a substitute for reality where “everything is therefore right on the surface, absolutely superficial. There is no longer a need or requirement for depth or perspective; today, the real and the imaginary are confounded in the same operational totality, and aesthetic fascination is simply everywhere” (Baudrillard, 1976, p. According to Baudrillard as reality became increasingly hazy, ‘signs’ lost the link to their original representation (as exemplified in Warhol’s Campbell’s soup cans). Symbols and signs removed from their original meaning soon turned into copies of reproductions, while fiction and reality merged and became one (ibid). This state of hyper-reality was seen by Baudrillard as an advanced phase in the life-art where it could remove the even the smallest distinction between the false and the real and “Unreality no longer reside[d] in the dream or fantasy, or in the beyond, but in the real’s hallucinatory resemblance to itself” (1976, p. According to Baudrillard, the modern reality is ultimately defined by simulation, and hyper-reality (ibid, p. Hyperrealism is a creation of a ‘real’ model that lacks all

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