Prof. William Mazzarella (University of Chicago): Advertising as Integral Magic - An Afterlife

What if one were to take seriously the proposition that advertising isn’t like magic, rather it is magic? And further, what if advertising isn’t just a matter of manipulation, but also, for the magician themselves, a question of entering a volatile relation with ambiguous powers? My talk explores this theme via the story of the rise and fall of Kersy Katrak – charismatic Bombay adman, published poet, and practicing occultist. The talk is at the same time, in a minor key, a meditation on the long tail of ethnographic enchantment.