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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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