I brought home a few interesting souvenirs from my trip to Chicago last week. Submitted for your contemplation is this billboard I spotted near my hotel:
One might say that the statement in the advertisement is self-explanatory, since one experiences the sublime because one is physically small relative to the object. Add to this that the advertisement is for skiing; it hawks an experience that commodifies the mountains. Not that there is anything particularly new or remarkable about this, the billboard is simply another document at the end of a two hundred year history of the erosion of the concept of the sublime. Context matters here, as the billboard stands in the middle of downtown Chicago. Finally, let’s not forget the legacy of Caspar David Friedrich in the advertisement, another testament to Romanticism’s long legacy.
Another intriguing find comes from a strip mall in Avon, Ohio where I stopped in to get a burrito at Chipotle. Despite the fact that I had not request take-out, the burrito was tightly packed in layers of foil and paper. Chowing down, I noticed this on the back of the bag:
There’s a kind of oddly self-aware commodity fetishism at work here (“like magic”), offered, I suppose, to enhance my experience of consumption by appealing to guilt over the needless use of a paper product. If recycling seems like magic, that is only because the labor processes involved are so opaque, and as it happens recycling is a particularly labor intensive industry, one which recruits both its official and unofficial workforce from the bottom rungs of the socio-economic scale. For the record, Chipotle provided no recycling or compost bins, and yes, my bag went straight to the landfill.
On another note, it has recently come to my attention that Die Akten des Vogelsangs has been released for the first time in English. Michael Ritterson has released a translation through the Modern Humanities Research Association. Buy it! I have not had the chance to peruse it myself, but I am excited to finally have this book available in English. German Moonlight, Höxter and Corvey, and At the Sign of the Wild Man are also available from the same series.