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Holger Schulze
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Journal Articles
Publisher: Journals Gateway
Leonardo Music Journal (2003) 13: 61–65.
Published: 01 December 2003
Abstract
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This article presents the basic elements and strategies of a generative theory of artifacts, the Theorie der Werkgenese . Starting with a narrative reconstruction of Mike Mills's TV commercial for Adidas, the text briefly outlines a history of aleatoric games and heuristic strategies in the classical avantgarde as well as in postmodern follow-ups and late-20th-century pop music. Finally, the various fictions conveyed by the commercial are narrated in a new way, demonstrating generative analysis.