lecture white noise

DeLillo’s construction of Jack’s consciousness through advertising accentuates Jack's in ability to use self-awareness to support his ethical development. commodities are no longer advertised for what they 'do' but for how they supposedly promote self-transformation..
Jack hides behind his dark glasses the way he hides away his German lessons. Hitler Studies is a brand, not a film of discipline. He is the spokesperson for the brand. When Babette asks Jack to stop wearing them he says, “I’ve built a career... I may not understand all the elements involved but this is all the more reason not to tamper” (221). In other words, he is running a successful ad campaign, which is always a kind of alchemy-- if the ad promotes consumption and brand loyalty, you stick with it. As a result, Jack cannot see beyond the horizon of an perpetual 'now' without interiority or integrity. He fears dead h because he knows he is not living. Only death will finalize this fact and since he cannot see how to change, he wants to postpone his death indefinitely