Landscapes of Global Capital
tv globe icon link to home Signifying Clusters: Hands
The handshake of capital
Precapital deals
What are we doin' here?
The global handshake
Signifying possibility
Gestures of human concern
Hands of parental care
Hypersignifiers of expressivity
The finger of knowledge
The panoptic finger

Gestures of human concern and expressivity litter a series of American General commercials tied to the tagline "Live the life you've imagined." Over and over again gestures of affection replace the logic of capital in which the rationality of profit maximization often disregards human needs, at least when those needs cannot be placed within the calculus of capital. Close-ups of hands are used to express concern, establishing an equivalent relationship between American General and its clients. Cash flow magically disappears and is replaced by a "life you've imagined" signified by warm, personal bonds and therapeutic relationships.

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Robert Goldman, Stephen Papson, Noah Kersey