Amoeblog


son of hysteron proteron: part one

Posted by Whitmore, December 7, 2007 04:17pm | Post a Comment

hysteron proteron - n. inversion of natural order or sense, especially of words; fallacy of proving or explaining a proposition with one presupposing or dependent on it.

It’s been a couple of months since I photographed any of our arty 7 inch boxes, so here are some more examples of post outsider art-damaged modern adverts faux iconography from Amoeba Hollywood 45 Room brain trust.

Hysteron Proteron literally means “the latter before”, and the purpose is to call attention to the more important idea by placing it first. You might say it’s the rhetorical equivalent to "the last shall be first and the first, last". (Sort of reminds me of my old Catholic School Catechism lessons, which no matter how hard I try to obliterate, remains intact in my skull, an example once again of the inverse natural order of things. But the rewards last a lifetime … I mean eternal! The vague and twisted challenges of a post Irish Catholic childhood are the dented theological reflections or simple colorful profanities, available at a drop of a hat … and are never more than just a couple of pints away.) 

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