The Second Threshold
On page 246 of Internet Invention, Gregory Ulmer says "In terms of the narrative path guiding our quest for the wide image, a great deal happens at this stage of the project. The raw material of the mystory provides the makings of the magic tool that is the immediate “object of the search”. Once we put the mystory into a form, to make it legible and transportable, we will be in a position to consult for the EmerAgency".
Advertising Emblems
The emblem is and crucial part of the Mystory, on page 248 Ulmer says that "The emblem is a mixed form comprising a motto a picture, and an epigram.
The motto introduces the emblem and usually indicates the theme, which is embodied symbolically in the picture that depicts one or more objects, persons, or events. Beneath the picture is printed an epigram or short prose statement that interprets the picture and elucidates the theme".
The Readymade
"The emblem form stripped of both its theological and commercial anagogies is practiced as pure language in the vanguard arts in a way that reveals and codifies its formal properties". Ulmer says on page 251 that the emblem can be boiled down to its basic essence.
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