In this essay I will explicate the gaze （le regard） and the ways in which it exceeds or transcends what we know as vision, the objectifying or representational power of the eyes. Building critically on Sartre, the g...In this essay I will explicate the gaze （le regard） and the ways in which it exceeds or transcends what we know as vision, the objectifying or representational power of the eyes. Building critically on Sartre, the gaze in Lacan and Merleau-Ponty is part of the technical apparatus used to describe the foundation, production, and reproduction of the subject. I will begin by discussing the role of visual perception in subject-formation in their respective work, differentiating between the Merleau-Pontian notion of the ＂gaze of the world,＂ i.e., the ways in which things cast their gaze upon us, and the Lacanian gaze as a manifestation of the scopic drive. Through an analysis of anamorphosis I will show （1） how the gaze evades the spectator, （2） what the relationship of the gaze is to the object petit a as the object of the scopic drive, and （3） how both Merleau-Ponty and Lacan require a movement that precedes and destabilizes the subject of intentional consciousness.展开更多
The luxury market has experienced considerable growth over recent years, being one of the sectors that have been the most resistant to the current economic recession. Selective fragrances make up one of the primary ca...The luxury market has experienced considerable growth over recent years, being one of the sectors that have been the most resistant to the current economic recession. Selective fragrances make up one of the primary categories of the so-called accessible luxury consumed by a middle class that is seeking to approach the upper classes by copying their lifestyle. Despite the importance of this market, there is relatively little literature existing in regards to the study of the image of luxury brands due to the complexity of the luxury phenomenon. This article presents the results of an initial qualitative study conducted on focus groups of luxury fragrance consumers, making it possible to identify the types of attributes to be considered when studying the brand image of said luxury products. Subsequently, a quantitative study was conducted in order to determine the perceived image of the principle luxury fragrance brands by consumers. Thanks to this study, it has been possible to determine the typical profile of each of the analyzed brands so that a subsequent comparison may be made with the advertising created by said brands in order to verify whether or not the image projected in their advertising corresponds with the perceived image of their target audience.展开更多
文摘In this essay I will explicate the gaze （le regard） and the ways in which it exceeds or transcends what we know as vision, the objectifying or representational power of the eyes. Building critically on Sartre, the gaze in Lacan and Merleau-Ponty is part of the technical apparatus used to describe the foundation, production, and reproduction of the subject. I will begin by discussing the role of visual perception in subject-formation in their respective work, differentiating between the Merleau-Pontian notion of the ＂gaze of the world,＂ i.e., the ways in which things cast their gaze upon us, and the Lacanian gaze as a manifestation of the scopic drive. Through an analysis of anamorphosis I will show （1） how the gaze evades the spectator, （2） what the relationship of the gaze is to the object petit a as the object of the scopic drive, and （3） how both Merleau-Ponty and Lacan require a movement that precedes and destabilizes the subject of intentional consciousness.
文摘The luxury market has experienced considerable growth over recent years, being one of the sectors that have been the most resistant to the current economic recession. Selective fragrances make up one of the primary categories of the so-called accessible luxury consumed by a middle class that is seeking to approach the upper classes by copying their lifestyle. Despite the importance of this market, there is relatively little literature existing in regards to the study of the image of luxury brands due to the complexity of the luxury phenomenon. This article presents the results of an initial qualitative study conducted on focus groups of luxury fragrance consumers, making it possible to identify the types of attributes to be considered when studying the brand image of said luxury products. Subsequently, a quantitative study was conducted in order to determine the perceived image of the principle luxury fragrance brands by consumers. Thanks to this study, it has been possible to determine the typical profile of each of the analyzed brands so that a subsequent comparison may be made with the advertising created by said brands in order to verify whether or not the image projected in their advertising corresponds with the perceived image of their target audience.
