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| 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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