Super Models: Models of the Erotic: Marc Gafni

Supermodels

The Shechina’s exile is all too apparent even in Webster’s dictionary. Webster’s defines erotic as “tending to arouse sexual love or desire.” The sentence would be perfect without the word “sexual.” In the secret of the cherubs, sex always points beyond itself.

Sex is a kind of meditative practice for the common man. It is that area of his life which most clearly points beyond itself to something higher.

Paradoxically the place that understands this erotic secret well is the world of advertising. Even when television is bland and insipid, advertising is often erotic. Now we all realized long ago that advertising uses the sexual as a primary tool in its campaigns. Somehow we are meant to associate the beautiful woman and the sleek car.
Moralists often accuse the advertisers of a great moral wrong in this kind of advertising. After all there seems to be a false suggestion that we will somehow get the girl if we buy the car.

Moralists however often seem to think the rest of us are not so bright. I think we have all figured out that the girl does not come with the car. Rather, the implication is far more subtle.

On some level this kind of advertisement actually intuits the secret of the cherubs. The profound implication of the girl/car nexus is that the sexual eros expressed by the girl models the kind of eros the driver wants in his means of transportation. That is a profound and true idea and it is what drives much of advertising.

The Sexual in it’s ideal and gorgeous forms- models the erotic; it far from exhaust the erotic.

marc gafni
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