Rhetorik Werbung Kunst Möglichkeit Offenheit

Wahrscheinlichkeit als Druckversion (PDF mit Abb. 8.639 KB)

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Wahrscheinlichkeit. Zur Rhetorik der Kunst

in: Daidalos 64, Juni 1997 (Sondernummer „Rhetorik), S. 80-89.

Abschnitt VI

Werbung ist so strukturiert, daß sie, allein schon durch den Einbezug von Sprache, res und argumentum voneinander abhebbar artikuliert. An einer Werbung läßt sich Denotat und Konnotat unterscheiden, d.h. die Sache, um die es geht (ein Automobil, eine Biersorte), und die Vorstellung, die damit verbunden werden soll (Freiheit, Coolness). Werbung arbeitet gerade nicht mit der Konvergenz von Fiktivem und Realem, die die Kunsterfahrung sich selbst genug sein läßt und die Kant als das „interesselose Wohlgefallen“ beschrieb. Ihr geht es um die Behauptung: „wenn X (dieses Automobil), dann Y (Freiheit) „, um so auf eine Entscheidung zugunsten von X hinzuwirken. Sowohl was die Mittel als auch das Ziel angeht, steht Werbung der Rhetorik deutlich näher als die Kunst. Es erstaunt daher nicht, daß Versuche, eine Rhetorik des Bildes zu entwickeln (z.B. von Roland Barthes), sich vor allem auf Werbung stützten und nicht auf Kunst.
Daß es die Rhetorik bloß mit dem Wahrscheinlichen und nicht mit dem Wahren zu tun hat, wurde, in einer Wendung gegen die Rhetorik, als Zeugnis der Armut des Menschen gesehen. Unfähig, das Wahre zu erkennen, biete er die Rhetorik als Kompensation dieses Unvermögens auf. Der Blick auf die Kunst gibt jedoch eher Anlaß, das Argument umzudrehen. Die Kunst, als eine einzige Perlenschnur „möglicher Welten“, legt Zeugnis ab für den Reichtum des Menschen, sich schöpferisch in seiner Welt einzurichten. Die Fähigkeit zur Kunst erlaubt es dem Menschen nicht nur, die Welt zu deuten, sondern sie hält ihm zugleich die Möglichkeit offen, daß alles anders ist.

Abschnitt I
Abschnitt II
Abschnitt III
Abschnitt IV
Abschnitt V
Punkt Abschnitt VI
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Wahrscheinlichkeit als Druckversion (PDF mit Abb. 8.639 KB)

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