On Wolfgang Fritz Haug's Thought Of Commodity Aesthetics

Wolfgang Fritz Haug(1936-twentieth Century)is a famous German Marx doctrine thinker and cultural critic,his representative works Aesthetics Control Theory,Critique of Commodity Aesthetics,Thirteen Try: reinterpretation of Marx doctrine and etc,which related to the content of commodity aesthetics.He draw on the foundation of Marx doctrine theory,the theory of the Frankfurt school,the Gramsci's cultural hegemony theory and so on and put forward the relevant commodity aesthetics creative ideas,provides a new theoretical view for the study of contemporary consumer culture.The contents of this thesis are mainly systematically elaborate the Haug's commodity aesthetic thoughts,and through the commodity aesthetics thought to analysis some realistic problems at present to answer what is commodity aesthetics,why commodity aesthetics come out,how to realize the commercial art,commodity aesthetics how to influence the world,compared with other Western Marxism and representative of Frankfurt,where are the Wolfgang commodity aesthetics insights embodied.This paper is divided into the following parts:The first part,Introduction.The status of Haug commodity aesthetics significance as well as the domestic and foreign commodity aesthetics are discussed.Under the context of contemporary consumer culture,commodity aesthetics influenced people's life style,gave the consumer goods to the central meaning at the same time,also contributed to a degree such as money worship,mercenary,lack of credibility of and etc bad atmosphere.Therefore,only the better research of commodity aesthetics,goods can be more treated rationally,the consumer society's secret can be examined more transparently,people can get rid of "stray lamb" fate.The second part is the center of concept of the Haug's commodity aesthetics,Through comparative of commodity aesthetics commodity beauty,Haug draws the commodity aesthetics based on the beauty of goods,but also a broader,more profound connotation,commodity aesthetics besides emphasizes the beautiful appearance is a kind of means,it pays more attention to perception beautiful appearance andhidden in the goods behind the relationship between subject and object and so on;Through the comparison of commodity aesthetics and commodity semiotics,Haug pointed out that commodity aesthetics is not a commodity semiotics,he thinks,commodity semiotics pay more attention to cultural significance,and commodity aesthetics is more emphasis on aesthetic significance of commodities,the symbolic value of goods only a promise of value as a commodity to attract consumers,it just reflects the use value of commodity aesthetics;Through the comparison of commodity aesthetics and commodity chemical,Haug insisted on commodity aesthetics innovation cannot do without the support of chemical goods,compared to the two,chemical goods more like a mean attached to commodity aesthetics.The second part focuses on the multiple basis of Haug commodity aesthetics thought,which reflects on specific historical context,specific performance in a commercial aesthetics,specific research model,theoretical origins and the concept of the Haug's commodity aesthetics.Firstly,its formation is closely related to the German's historical context of the Twentieth Century-40 s and60s;Secondly,influenced by the historical context and Marx's thoughts,Haug has formed the pattern of the new Marx doctrine reading ";Thirdly,as a" new Marx ",Haug inherited the commodity aesthetics not confined to the thought of the Marx doctrine,it not only absorbed Hawke Heimo from the Frankfurt school,Adorno's cultural criticism The theory and Gramsci's cultural hegemony theory are also inextricably linked;Fourthly,Through the comparison of commodity aesthetics and commodity beauty,commodity semiotics and commodity chemical,Haug got the definition of the commodity aesthetics.The third part focus on the review of Haug's early aesthetic thought.The prophase commodity aesthetics of Haug with a strong feature of the Ford doctrine,in this part,Haug focuses on the following issues: the origin of commodity aesthetics;perceptual technology control of commodity aesthetics;commodity aesthetics control the ideology of human.Haug believes that as a kind of commodity labor products for exchange,only through exchange can realize their value,and the emergence of the currency is intensified the conflict between the parties tothe transaction,in order to alleviate the conflicts,commodity aesthetics emerged,become the consumption society "pseudo solutions." the root of commodity aesthetics is mean of technical means to solve the liquidity problems of goods,people get into Platon's "cave",which lead people immersed in a pattern of commodity aesthetics have a moral sense of "pink skin" of the sensory world cannot extricate oneself,then in the commodity aesthetics "non sacred image" under the policy of appeasement to become "one dimensional man".The fourth part,the core is the state of new development of Haug's upper aesthetic thought,which was significantly affected by the high-tech products post capitalist society environment,and begin to show upper Ford doctrine characteristics.The new change of Haug's upper asethetic thought embodied in the methods of production,dissemination medium,mechanism of action and critical direction.Haug pointed out that with the development of computer technology,commodity aesthetics with big data,advertising,electronic media and other commodity market update the means of marketing,to create a fictional simulation world has far away from the reality.This is a lack of trust,entertainment first,excessive commercialization and fascinating world.In this world,not only aestheticized everyday life,but also has aesthetic of daily life.People don't only a faithful servant of commodity aesthetics,but become Tantaros,constantly self deception but never end.The fifth part is the key feature of the objective evaluation of Haug commodity aesthetics,contributions and shortcomings.Haug's thought of commodity aesthetics showed phased and dialectical.The two stages of the commodity aesthetics thought before and after of Haug is not isolated,but showing the relationship of dialectical development.Haug put forward many new concepts and terminology in the critique of commodity aesthetics,and develop a frontier of alienation to some extent,deepened a new cognition of commodity aesthetics,provided a new idea of research ideas and methods,pushed a new development of methodology and the commodity aesthetics subject.In addition,the thought of inadvertently also to achieve sales of goods to provide theinspiration.However,There are four main problems of commodity aesthetics of Haug : firstly,no complete organic system,are used to draw the basic features about the social phenomenon from the method of surface analogy hypothesis;secondly,emphasis on the role of commodity exchange value overly and ignore the use value of commodities;thirdly,no any meaningful solutions,thought was too pessimistic.fourthly,the consumers as one-sided;ignore the initiative and rebelliousness.The sixth part,conclusion.This part aims to be a dialectical view of Haug thought of commodity aesthetics,its essence,to its dregs.At present,consumer society has become the development trend of aesthetics,aesthetics of commodity is represent the general trend.In the face of the aesthetic subject alienation,world tend to be absurd,commodity aesthetics of Haug undoubtedly shocked people and make them be more rational in the surreal world.