# oldschool science fiction adverts for garmerz // video here fascinating how such 'futuristic' ads work in comparison to and against a self-misperceived corporate brand identity - and how this relates to perceptions of modern play as culture lenovo's erazer x510 "extreme garming desktop" pc advert is an interesting example of traditional marketing ideas targeted at a young demographic - note it's heavy use of 'cool'® dubstep music unlike apple for example where individual product design and corporate brand are (/expected to be seen as) perfectly congruous and harmonious there's a certain lack of aesthetic connection between this specific product and its traditional strictly-business parent company notions of information overload and ultra-vivid sensory stimulation are common in cyberpunk literature and movies; consider the ad for lenovo's erazer x700 // video here this seems more effective than that of the x510 - it has a narrative: "a futuristic knight emerges to dominate" (from the matrix of pc garming hardware) lenovo describes the x700 as "the opposite of our business-class thinkpad" - that is the opposite of everything square and un-trendy on ir site ir thinkpad laptops are described as "legendary engineering packed into a small stylish powerful package" this indicates the 'opposing' x700 is an example of "unimportant engineering packed into a grossly over-sized gaudy and ineffectual package" note the gaudy font used for x510's overclock button however another antonym of legendary is "real"; consider in what senses lenovo's hyper-futuristic techno-fetishistic sci-fi flavored narrative is 'real' - and how this relates to perceived and expected cultural / corporate notions of brand authenticity it seems related to the garming industry's concept of realism(tm) - a symbolic ideological discourse based around ideas of power and control this futuristic / sci fi aesthetic narrative not only frames cultural perceptions of modern 'postmodern video garming' but also exists in / as a feedback loop with emergent properties it's also possible to consider lenovo's garming pc knight as a metaphor for the general threat of emergent artificial intelligence note: the emergence of artificial intelligence might have already happened - within human brains // republic of bob