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EXCLUSIVELY FOR EVERYONE ON THE VALUE OF AESTHETIC EXPERIENCE

Perifollicular swelling and redness are desired clinical endpoints. They indicate that the patient has been treated with an appropriate fluence. The sunburned feeling and swelling usually last one to three hours. Applying ice will give relief and reduce the swelling duration. A topical cortisone cream can also be used. Redness can last for a few days but can by easily covered by applying makeup. If there are signs of epidermal damage, the patient should use an antibiotic ointment or call if there are problems. Patients should avoid sun exposure | Postgraduate Journal of Aesthetics Vol. 1 No. 3 December 2004 Exclusively for Everyone On the value of Aesthetic Experience Julie Kuhlken Middlesex university For most people using an advertising slogan as the title for a philosophical paper is going to seem at best provocative and at worst simply cynical. However this kind of cynical provocation is precisely what I want to address. That is Marks and Spencer s tagline exclusively for everyone is an affront to rational thought but this is also the motive for its effectiveness. Rather than simply stating what s on offer it plays to our dreams rather than simply offering to match our expectations it promises to exceed them. Moreover it does so by bringing together two qualities we desire as customers open friendly service and elite luxury that are nevertheless contradictory in practice. For M S s products to appeal to everyone they must reject the kind of exacting discernment that would make them exclusive as the word itself suggests for these products to be exclusive they must exclude certain preferences and tastes. As such what the slogan implausibly suggests is that the retailer is able to satisfy both the taste of the most philistine and the snobbery of the most disdainful. Moreover and this is part of the cynical provocation this is precisely what art expects to achieve by means of aesthetic experience. Like massmarket retailers such as M S aesthetic objects claim to square the circle of universal appeal and distinctive quality. As productive of aesthetic experience they also undertake to exclude the mediocre from their ranks without becoming simply the preserve of an elite few. As a consequence any theory that draws upon aesthetic experience is confronted by the dilemma of these contradictory demands.1 1 Ted Cohen 1993 has taken some interesting steps in this direction with his notions of the high and low 99 Julie Kuhlken I Therefore the dilemma of aesthetic experience is as the notion suggests a double bind. On