domingo, 30 de setembro de 2012
Hegel and pret-à-porter
In page nine of the Spt. 10 issue of The New Yorker there´s this whole page ad to a clothes company that I had never heard of before, Brunello Cucinelli. At first glance the photo looks like it has been made in China´s great wall, but on closer look it reveals a small medieval village on top of a hill (Civita di Bagnoregio). But the most striking is the caption on top of the page:"The State is the actuality of the ethical idea". This sounded familiar, I knew it was from some german philosopher, (...it´s by Hegel) and I happen to know it in portuguese :"O Estado é a encarnação da ideia moral". I´m not a specialist in Philosophy, I probably I read it before in some article about the economic crises, welfare state, liberal economy, deregulation, that kind of stuff, and it stuck in my mind. Now, what is this quote doing in an ad to clothes, is beyond me. I don´t see any relation. Did the marketing guys just open a book of philosophical quotes and choose the first they saw?