ABSTRACT
According to Wagner: Time is always the beginning of space wherever it may be and whatever the circumstances, so that space is the only part of it still left around to tell us what it was. Warrior sodalities and vestal virgins, high priests and sacred harlots, Americana reprised in genuflecting Clydesdales and Pepsi pastiche, a focal contest with an underdog yet predestined protagonist, and countless other strands of retropageanty were woven together by marketers in the warp of everyday heroism and the weft of quiet desperation. Marketers strive mightily to keep the product life circle turning. Memory culture advances as a form of 'historicizing restoration' and 'self-musealization'; its spread is accelerated by the new media, among which we must include marketing, which is ultimately charged with the reauratization of what amounts to a cocreated or coproduced 'original'.
