"The Beast Toast campaign can be explained as an experiment in Phenomenology. The first aim of Phenomenology is to reawaken a sense of wonder about one's enviroment. The Beast Toast campaign attempts to stimulate curiousity and bring people to question both the campaign and their relationship with their surroundings. Because people are not used to seeing advertisements or propaganda for which the motive is not obvious, frequent and novel encounters with Beast Toast propaganda provoke thought and possible frustration, nevertheless revitalizing the viewer's perception and attention to detail."
There you have it. The underlined part is my main point.
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