Art theory', understood as those forms of aesthetics, art history and criticism which began in the Enlightenment and culminated in 'high modernism', is now at an end. These essays, examining the interdependencies of advertising, film, painting and photography, constitute a call for a 'new art theory' - a practice of writing whose end is to contribute to a general 'theory of representations': an understanding of the modes and means of symbolic articulation of our forms of sociality and subjectivity.