Logo/Local Intensities: Lacan, the Discourse of the Other, and the Solicitation to “Enjoy”

  title={Logo/Local Intensities: Lacan, the Discourse of the Other, and the Solicitation to “Enjoy”},
  author={Michael J. Golec},
  journal={Design and Culture},
  pages={167 - 181}
  • M. Golec
  • Published 1 July 2010
  • Psychology
  • Design and Culture
ABSTRACT This article explores psychoanalysis' encounter with typographic modernity in the form of a neon sign. The article takes French psychoanalyst Jacques Lacan's seemingly inconsequential reference to a little neon sign with the motto “Enjoy Coca-Cola” as a point of departure to investigate the theoretical and historical implications of media technology and typographic modernity on the psychoanalytic discourse on human subjectivity. 


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