Importance Of Advertisement Quotes

Sooner or later we all discover that the important moments in life are not the advertised ones, not the birthdays, the graduations, the weddings, not the great goals achieved. The real milestones are less prepossessing. They come to the door of memory unannounced, stray dogs that amble in, sniff around a bit and simply never leave. Our lives are measured by these.

It is important to bear in mind that political campaigns are designed by the same people who sell toothpaste and cars.

You know what I think?" she says. "That people's memories are maybe the fuel they burn to stay alive. Whether those memories have any actual importance or not, it doesn't matter as far as the maintenance of life is concerned. They're all just fuel. Advertising fillers in the newspaper, philosophy books, dirty pictures in a magazine, a bundle of ten-thousand-yen bills: when you feed 'em to the fire, they're all just paper. The fire isn't thinking 'Oh, this is Kant,' or 'Oh, this is the Yomiuri evening edition,' or 'Nice tits,' while it burns. To the fire, they're nothing but scraps of paper. It's the exact same thing. Important memories, not-so-important memories, totally useless memories: there's no distinction--they're all just fuel.

What you say in advertising is more important than how you say it.

The reason that online ads are 80% of the time ignored lies in the fact that we have started forgetting creativity when creativity is as important as data.

The reason that online ads are 80% of the time ignored lies in the fact that we have started forgetting creativity when creativity is as important as data

The most important task of marketing is to communicate the value of your product to your audience.

You know what I think?" she says. "That people's memories are maybe the fuel they burn to stay alive. Whether those memories have any actual importance or not, it doesn't matter as far as the maintenance of life is concerned. They're all just fuel. Advertising fillers in the newspaper, philosophy books, dirty pictures in a magazine, a bundle of ten-thousand-yen bills: when you feed 'em to the fire, they're all just paper.

Arrogant men with knowledge make more noise from their mouth than making a sense from their mind.

In a nervous society where a man’s image is frequently more important than his reality, the only people who can afford to advertise their drug menus are those with nothing to lose.

It's not whether you win or lose in life that's important but whether you play the game. Lose enough and eventually you will win. It's only a matter of time.

The greatest act of love was to make a tape for someone. It was the only way we could share music and it was also a way of advertising yourself.

Are you in the middle of something important, or can I grab you for a few minutes.’…..’Mr. Drake, I don’t think that would be appropriate.

Having an objective for any project is highly important as we are living in a world full of data—some useful but mostly useless.

You don’t have to wait until you have a heart attack to understand the importance of a healthy lifestyle.

The important thing for you to remember is that it does not matter in the least how you got the idea or where it came from. You may never have met a professional hypnotist. You may never have been formally hypnotized. But if you have accepted an idea - from yourself, your teachers, your parents, friends, advertisements, from any other source - and further, if you are firmly convinced that idea is true, it has the same power over you as the hypnotist's words have over the hypnotized subject.

I figure... ...that the people are now more deeply conscious than ever before in history of the existence and functioning principles of universal, inexorable physical laws; of the pervading, quietly counseling truth within each and every one of us; of the power of love; and--each man by himself--of his own developing, dynamic relationship with his own conception of the Almightiness of the All-Knowing. ...that our contemporaries just don't wear their faith on their sleeves anymore. ...that people have removed faith from their sleeves because they found out for themselves that faith is much too important for careless display. Now they are willing to wait out the days and years for the truthful events, encouraged individually from within; and the more frequently the dramatic phrases advertising love, patriotism, fervent belief, morals, and good fellowship are plagiarized, appropriated and exhibited in the show windows of the world by the propaganda whips for indirect and ulterior motives, no matter how meager the compromise--the more do people withdraw within themselves and shun taking issue with the nauseating perversions, though eternally exhibiting quiet indifference, nonchalance or even cultivating seemingly ignorant acceptance.

But when a thing is tangibly idiotic, you can be sure that it is very powerful, very dangerous. You see, when we call a thing stupid, we think that we undo it, that we have overcome it somehow. Of course nothing of the sort happens; we have simply made a statement that it is very important, have advertised it, and it appeals to everybody. People think, thank heaven, here is something we can understand, and they eat it. But if we say something is very intelligent, they vanish and won't touch it.

If I had to pick the single most powerful force in advertising and selling—the most important psychological trigger—I would pick honesty.

A good swordsman is more important than a good sword.

Ability to find the answers is more important than ability to know the answers.

Is the burden of independent thought wearing you down? Do you dread the indecision that awaits every time you open your wardrobe? Are you embarrassed by your reticence when you hear other people discuss current affairs, music, relationships, etcetera? Don't worry, you're not alone. Help is just a pair of clippers away! We've helped thousands of sad losers avoid confronting their loneliness and inadequacy, and we can do the same for you. We'll tell you what to wear. We'll tell you what to think. We'll tell you what music to listen to. and most importantly, we'll bring you together with lots of people exactly the same as yourself — it's just like having friends!

My generation was weaned on subliminal advertising, stupid television, slasher movies, insipid grocery-store literature, MTV, VCRs, fast food, infomercials, glossy ads, diet aids, plastic surgery, a pop culture wherein the hyper-cool, blank-eyed supermodel was a hero. This is the intellectual and emotional equivalent of eating nothing but candy bars – you get malnourished and tired. We grew up in a world in which the surface of the thing is infinitely more important than its substance – and where the surface of the thing had to be “perfect,” urbane, sophisticated, blasé, adult. I would suggest that if you grow up trying constantly to be an adult, a successful adult, you will be sick of being grown up by the time you’re old enough to drink.

Like all rich men, he had never before paid any attention to advertisements. He had never realized the enormous commercial importance of the comparatively poor. Not on the wealthy, who buy only what they want when they want it, was the vast superstructure of industry founded and built up, but on those who, aching for a luxury beyond their reach and for a leisure for ever denied them, could be bullied or wheedled into spending their few hardly won shillings on whatever might give them, if only for a moment, a leisured and luxurious illusion.

To the man who loves art for its own sake,” remarked Sherlock Holmes, tossing aside the advertisement sheet of the Daily Telegraph, “it is frequently in its least important and lowliest manifestations that the keenest pleasure is to be derived.

The quest of the Inner Ring will break your hearts unless you break it. But if you break it, a surprising result will follow. If in your working hours you make the work your end, you will presently find yourself all unawares inside the only circle in your profession that really matters. You will be one of the sound craftsmen, and other sound craftsmen will know it. This group of craftsmen will by no means coincide with the Inner Ring or the Important People or the People in the Know. It will not shape that professional policy or work up that professional influence which fights for the profession as a whole against the public: nor will it lead to those periodic scandals and crises which the Inner Ring produces. But it will do those things which that profession exists to do and will in the long run be responsible for all the respect which that profession in fact enjoys and which the speeches and advertisements cannot maintain. And if in your spare time you consort simply with the people you like, you will again find that you have come unawares to a real inside: that you are indeed snug and safe at the center of something which, seen from without, would look exactly like an Inner Ring. But the difference is that its secrecy is accidental, and its exclusiveness a by-product, and no one was led thither by the lure of the esoteric: for it is only four or five people who like one another meeting to do things that they like. This is friendship. Aristotle placed it among the virtues. It causes perhaps half of all the happiness in the world, and no Inner Ring can ever have it.

The new breed of reporter doesn’t drink, doesn’t smoke, doesn’t have sex beyond reproducing, and most importantly—doesn’t believe. They don’t believe they are there to question everything. They are there to print whatever is told to them. The news is dead, my friend. Buried under a mountain of full color advertising, and six-digit deposit slips.

advertisements with long copy convey the impression that you have something important to say, whether people read the copy or not.

What should a brand leader advertise? Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.

And what is the single most important finding of the advertising industry? Perhaps it is that ‘advertisements featuring cute animals tend to be more successful than ads that don’t’.

Welfare bureaucracies claim a professional, political, and financial monopoly over the social imagination, setting standards of what is valuable and what is feasible. This monopoly is at the root of the modernization of poverty. Every simple need to which an institutional answer is found permits the invention of a new class of poor and a new definition of poverty. Once basic needs have been translated by a society into demands for scientifically produced commodities, poverty is defined by standards which the technocrats can change at will. Poverty then refers to those who have fallen behind an advertised ideal of consumption in some important respect.

The greatest act of love was to make a tape for someone. It was the only way we could share music and it was also a way of advertising yourself. Selection, order, the lettering you used for the track list, how much technical detail you went into, whether or not you added artwork or offered only artwork and no track list at all, these choices were as codified as a Victorian bouquet.

Among the most important such innovations is the human love of using symbolic markers to show our group memberships. From the tattoos and face piercings used among Amazonian tribes through the male circumcision required of Jews to the tattoos and facial piercings used by punks in the United Kingdom, human beings take extraordinary, costly, and sometimes painful steps to make their bodies advertise their group memberships

You could be Charles Manson, or Hitler, or even a lawyer who advertises on television, and your dog will still think you're the greatest thing ever. This tells you something very important about dogs: They are not very bright.

But Arthur Sackler is important to this story because he founded modern pharmaceutical advertising and, in the words of John Kallir, showed the industry “that amazing things can be achieved with direct selling and intensive direct advertising.” Years later, Purdue would put those strategies to use marketing its new opiate painkiller OxyContin.

Most importantly, it became clear that the name “free trade agreement” was itself a matter of deceptive advertising: it was really a managed trade agreement, managed especially for special corporate interests, particularly in the United States.

as the historian Tom Standage observes, they were “among the first to recognize the importance of trademarks and advertising, of slogans, logos…. Since the remedies themselves usually cost very little to make, it made sense to spend money on marketing.

Our problem is that this world does not teach us to pay attention to what matters. We circulate résumés that chronicle what we have accomplished, not who we have become. The advertisements we watch, the conversations we hold, the criteria by which we are judged, and the entertainment we consume all inflame our desire to change our situation, while God waits to redeem our souls.

Magazines boomed, too. Advertising revenues leaped 500 percent in the decade, and many publications of lasting importance made their debut: Reader’s Digest in 1922, Time in 1923, the American Mercury and Smart Set in 1924, The New Yorker in 1925. Time was perhaps the most immediately influential

Girls who responded to the advertisement and then were willing to put themselves under Fong's wing, so to speak, till they could be inspected by the theatrical agent' were of a type that had no important family ties. (…) Each had a story behind her, but it was the story of the hundreds, the thousands. It was the story of a little ambition and a great hope; of immense trust and a few brains; of false pride and tragic courage. They were but units in the great mass of humanity which seem destined to struggle vainly for any realization of happiness and who go under in the backwash of the tide of living.

As we’re on the cusp of using machine learning for rendering basically all kinds of consequential decisions about human beings in domains such as education, employment, advertising, health care and policing, it is important to understand why machine learning is not, by default, fair or just in any meaningful way.

The political merchandisers appeal only to the weak­nesses of voters, never to their potential strength. They make no attempt to educate the masses into becoming fit for self-government; they are content merely to manipulate and exploit them. For this pur­pose all the resources of psychology and the social sciences are mobilized and set to work. Carefully se­lected samples of the electorate are given "interviews in depth." These interviews in depth reveal the uncon­scious fears and wishes most prevalent in a given so­ciety at the time of an election. Phrases and images aimed at allaying or, if necessary, enhancing these fears, at satisfying these wishes, at least symbolically, are then chosen by the experts, tried out on readers and audiences, changed or improved in the light of the information thus obtained. After which the political campaign is ready for the mass communicators. All that is now needed is money and a candidate who can be coached to look "sincere." Under the new dispen­sation, political principles and plans for specific action have come to lose most of their importance. The person­ality of the candidate and the way he is projected by the advertising experts are the things that really mat­ter. In one way or another, as vigorous he-man or kindly father, the candidate must be glamorous. He must also be an entertainer who never bores his audience. Inured to television and radio, that audience is accustomed to being distracted and does not like to be asked to con­centrate or make a prolonged intellectual effort. All speeches by the entertainer-candidate must therefore be short and snappy. The great issues of the day must be dealt with in five minutes at the most -- and prefera­bly (since the audience will be eager to pass on to something a little livelier than inflation or the H-bomb) in sixty seconds flat. The nature of oratory is such that there has always been a tendency among politicians and clergymen to over-simplify complex is­sues. From a pulpit or a platform even the most con­scientious of speakers finds it very difficult to tell the whole truth. The methods now being used to merchan­dise the political candidate as though he were a deo­dorant positively guarantee the electorate against ever hearing the truth about anything.

Over recent years, [there's been] a strong tendency to require assessment of children and teachers so that [teachers] have to teach to tests and the test determines what happens to the child, and what happens to the teacher...that's guaranteed to destroy any meaningful educational process: it means the teacher cannot be creative, imaginative, pay attention to individual students' needs, that a student can't pursue things [...] and the teacher's future depends on it as well as the students'...the people who are sitting in the offices, the bureaucrats designing this - they're not evil people, but they're working within a system of ideology and doctrines, which turns what they're doing into something extremely harmful [...] the assessment itself is completely artificial; it's not ranking teachers in accordance with their ability to help develop children who reach their potential, explore their creative interests and so on [...] you're getting some kind of a 'rank,' but it's a 'rank' that's mostly meaningless, and the very ranking itself is harmful. It's turning us into individuals who devote our lives to achieving a rank, not into doing things that are valuable and important. It's highly destructive...in, say, elementary education, you're training kids this way [...] I can see it with my own children: when my own kids were in elementary school (at what's called a good school, a good-quality suburban school), by the time they were in third grade, they were dividing up their friends into 'dumb' and 'smart.' You had 'dumb' if you were lower-tracked, and 'smart' if you were upper-tracked [...] it's just extremely harmful and has nothing to do with education. Education is developing your own potential and creativity. Maybe you're not going to do well in school, and you'll do great in art; that's fine. It's another way to live a fulfilling and wonderful life, and one that's significant for other people as well as yourself. The whole idea is wrong in itself; it's creating something that's called 'economic man': the 'economic man' is somebody who rationally calculates how to improve his/her own status, and status means (basically) wealth. So you rationally calculate what kind of choices you should make to increase your wealth - don't pay attention to anything else - or maybe maximize the amount of goods you have. What kind of a human being is that? All of these mechanisms like testing, assessing, evaluating, measuring...they force people to develop those characteristics. The ones who don't do it are considered, maybe, 'behavioral problems' or some other deviance [...] these ideas and concepts have consequences. And it's not just that they're ideas, there are huge industries devoted to trying to instill them...the public relations industry, advertising, marketing, and so on. It's a huge industry, and it's a propaganda industry. It's a propaganda industry designed to create a certain type of human being: the one who can maximize consumption and can disregard his actions on others.

Our conduct is an advertisement for or against Jesus Christ. That’s why unity in the body of Christ is so important.

Whom one is speaking to - or which aspect of their character - fundamentally determines the meaning and consequences of an exhortation. 'Indulge Your Desires' comes across very differently on a billboard advertising SUVs than it does spray-painted across the broken windows of an SUV dealer. It follows that what you say is not nearly as important as how and when you say it.

The work I do is not exactly respectable. But I want to explain how it works without any of the negatives associated with my infamous clients. I’ll show how I manipulated the media for a good cause. A friend of mine recently used some of my advice on trading up the chain for the benefit of the charity he runs. This friend needed to raise money to cover the costs of a community art project, and chose to do it through Kickstarter, the crowdsourced fund-raising platform. With just a few days’ work, he turned an obscure cause into a popular Internet meme and raised nearly ten thousand dollars to expand the charity internationally. Following my instructions, he made a YouTube video for the Kickstarter page showing off his charity’s work. Not a video of the charity’s best work, or even its most important work, but the work that exaggerated certain elements aimed at helping the video spread. (In this case, two or three examples in exotic locations that actually had the least amount of community benefit.) Next, he wrote a short article for a small local blog in Brooklyn and embedded the video. This site was chosen because its stories were often used or picked up by the New York section of the Huffington Post. As expected, the Huffington Post did bite, and ultimately featured the story as local news in both New York City and Los Angeles. Following my advice, he sent an e-mail from a fake address with these links to a reporter at CBS in Los Angeles, who then did a television piece on it—using mostly clips from my friend’s heavily edited video. In anticipation of all of this he’d been active on a channel of the social news site Reddit (where users vote on stories and topics they like) during the weeks leading up to his campaign launch in order to build up some connections on the site. When the CBS News piece came out and the video was up, he was ready to post it all on Reddit. It made the front page almost immediately. This score on Reddit (now bolstered by other press as well) put the story on the radar of what I call the major “cool stuff” blogs—sites like BoingBoing, Laughing Squid, FFFFOUND!, and others—since they get post ideas from Reddit. From this final burst of coverage, money began pouring in, as did volunteers, recognition, and new ideas. With no advertising budget, no publicist, and no experience, his little video did nearly a half million views, and funded his project for the next two years. It went from nothing to something. This may have all been for charity, but it still raises a critical question: What exactly happened? How was it so easy for him to manipulate the media, even for a good cause? He turned one exaggerated amateur video into a news story that was written about independently by dozens of outlets in dozens of markets and did millions of media impressions. It even registered nationally. He had created and then manipulated this attention entirely by himself.

Paul Revere's ride is perhaps the most famous historical example of a word-of-mouth epidemic. A piece of extraordinary news traveled a long distance in a very short time, mobilizing an entire region to arms. Not all word-of-mouth epidemics are this sensational, of course. But it is safe to say that word of mouth is-even in this age of mass communications and multimillion-dollar advertising campaigns-still the most important form of human communication

The highest-paying jobs right now are in industries like marketing, advertising, consulting, finance, and insurance, which makes these industries appear to be very important despite being almost entirely inessential to the reproduction of society.

The waste is important. It’s only by doing something that serves no concrete survival function that artists are able to advertise their survival surplus. An underground bunker stocked with food, guns, and ammo may have been expensive and difficult to build (especially if it was built by hand), and it may well reflect the skills and resources of its maker. But it’s not attractive in the same way art is. The bunker reflects a kind of desperation of an animal worried about its survival, rather than the easy assurance of an animal with more resources than it knows what to do with. Thus impracticality is a feature of all art forms. But we can see it with special clarity in those art forms that need to distinguish themselves from closely related practical endeavors.

You say, “It’s not very important. The advertisers have to sell their wares,” and so on and so on. On the other hand, the whole idea that the average person is unintelligent is a very dangerous idea. Even if it’s true, it shouldn’t be dealt with the way it’s dealt with.

This has got to be the most poorly named town I've ever visited. There is absolutely no sign of anything even remotely enchanting about it. It's one of the worst cases of false advertising I've seen. I've traveled a lot.Done considerable time in my share of dead-end dumps. Or at least that's what I thought until I came here. I mean,where do people shop for clothing and food? Where do the teens all hang out-the ones who haven't already hopped the first bus out of this godforsaken place? And,more important,where do I catch that very same bus-how soon 'til it leaves?

The most important step towards success-possible communicating ie One Step Back. Back from the knee-jerk, untrained automatic response that advertisers, politicians, salesmen, con men and abusers rely on us to make! You can learn to stop letting words control you. And enjoy the process!

You can recite random facts from the encyclopedia until you’re blue in the face, but that does little to advertise your generic facility with information. Similarly, when you meet someone for the first time, you’re more eager to sniff each other out for this generic skill, rather than to exchange the most important information each of you has gathered to this point in your lives. In other words, listeners generally prefer speakers who can impress them wherever a conversation happens to lead, rather than speakers who steer conversations to specific topics where they already know what to say.

The commercial pressures, the forces urging us to buy and discard and buy again. When everything in public life has a logo attached to it, when every public space is disfigured with advertisements, when nothing if public value and importance can take place without commercial sponsorship, when schools and hospitals have to act as if their guiding principle were market forces rather than human need,..., when citizens become consumers and clients, patients, guests, students and passengers are all flattened into customers, what price the school of morals? The answer is: what it would fetch in the market, and not a penny more.

Secondly, the Earth’s a Libra. The astrological prediction for Libra in the ‘Your Stars Today’ column of the Tadfield Advertiser, on the day this history begins, read as follows:- LIBRA. 24 September–23 October. You may be feeling run down and always in the same old daily round. Home and family matters are highlighted and are hanging fire. Avoid unnecessary risks. A friend is important to you. Shelve major decisions until the way ahead seems clear. You may be vulnerable to a stomach upset today, so avoid salads. Help could come from an unexpected quarter. This was perfectly correct on every count except for the bit about the salads.

Joe was a gentle soul. But it’s seven to two that Llita did not throw up. “The city’s committee for public safety voted Joe the usual reward, and the street committee passed the hat and added to it; a cleaver against a gun rated special notice. Good advertising for Estelle’s Kitchen but not important otherwise, save that the kids could use that money

Roney (2003) hypothesized that mere exposure to attractive women would activate cognitive adaptations in men designed to embody the qualities that women want in a mate. Specifically, he predicted that exposure to young attractive women would (1) increase the importance men place on their own financial success, (2) experience feeling more ambitious, and (3) produce self-descriptions that correspond to what women want. Using a cover story to disguise the purpose of the study, Roney had one group of men rate the effectiveness of advertisements containing young, attractive models and another group of men rate the effectiveness of ads containing older, less-attractive models. Following this exposure, the men responded to the key measures to test his hypotheses.

Sooner or later we all discover that the important moments in life are not the advertised ones, not the birthdays, the graduations, the weddings, not the great goals achieved. The real milestones are less prepossessing. They come to the door of memory unannounced, stray dogs that amble in, sniff around a bit and simply never leave. Our lives are measured by these. —Susan B. Anthony

That people’s memories are maybe the fuel they burn to stay alive. Whether those memories have any actual importance or not, it doesn’t matter as far as the maintenance of life is concerned. They’re all just fuel. Advertising fillers in the newspaper, philosophy books, dirty pictures in a magazine, a bundle of ten-thousand-yen bills: when you feed ’em to the fire, they’re all just paper.

We have now reached a level in which many people are not merely unacquainted with the fundamentals of punctuation, but don’t evidently realize that there are fundamentals. Many people—people who make posters for leading publishers, write captions for the BBC, compose letters and advertisements for important institutions—seem to think that capitalization and marks of punctuation are condiments that you sprinkle through any collection of words as if from a salt shaker. Here is a headline, exactly as presented, from a magazine ad for a private school in York: “Ranked by the daily Telegraph the top Northern Co-Educational day and Boarding School for Academic results.” All those capital letters are just random. Does anyone really think that the correct rendering of the newspaper is “the daily Telegraph”? Is it really possible to be that unobservant? Well, yes, as a matter of fact. Not long ago, I received an e-mail from someone at the Department for Children, Schools and Families asking me to take part in a campaign to help raise appreciation for the quality of teaching in Great Britain. Here is the opening line of the message exactly as it was sent to me: “Hi Bill. Hope alls well. Here at the Department of Children Schools and Families…” In the space of one line, fourteen words, the author has made three elemental punctuation errors (two missing commas, one missing apostrophe; I am not telling you more than that) and gotten the name of her own department wrong—this from a person whose job is to promote education. In a similar spirit, I received a letter not long ago from a pediatric surgeon inviting me to speak at a conference. The writer used the word “children’s” twice in her invitation, spelling it two different ways and getting it wrong both times. This was a children’s specialist working in a children’s hospital. How long do you have to be exposed to a word, how central must it be to your working life, to notice how it is spelled?

The maker of an advertised article knows the manufacturing side and probably the dealers side. But this very knowledge often leads him astray in respect to customers. His interests are not in their interests. The advertising man studies the consumer. He tries to place himself in the position of the buyer. His success largely depends on doing that to the exclusion of everything else. This book will contain no more important chapter than this one on salesmanship. The reason for most of the non-successes in advertising is trying to sell people what they do not want. But next to that comes lack of true salesmanship. Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interest of the buyer are forgotten. One can never sell goods profitably, in person or in print, when that attitude exists.

The offerings of Machiavelli (1469–1527), Guicciardini (1483–1540), La Rochefoucauld (1613–80) and La Bruyère (1645–96) give us an indication of the manoeuvres that workers may, aside from their regular advertised roles, have to perform in order to flourish: The need to beware of colleagues: ‘Men are so false, so insidious, so deceitful and cunning in their wiles, so avid in their own interest, and so oblivious to others’ interests, that you cannot go wrong if you believe little and trust less.’ GUICCIARDINI ‘We must live with our enemies as if they might one day become our friends, and live with our friends as if they might some time or other become our enemies’. LA BRUYÈRE The need to lie and exaggerate: ‘The world more often rewards signs of merit than merit itself.’ LA ROCHEFOUCAULD ‘If you are involved in important affairs, you must always hide failures and exaggerate successes. It is swindling but since your fate more often depends upon the opinion of others rather than on facts, it is a good idea to create the impression that things are going well.’ GUICCIARDINI ‘You are an honest man, and do not make it your business either to please or displease the favourites. You are merely attached to your master and to your duty. You are finished.’ LA BRUYÈRE The need to threaten: ‘It is much safer to be feared than loved. Love is sustained by a bond of gratitude which, because men are excessively self-interested, is broken whenever they see a chance to benefit themselves. But fear is sustained by a dread of punishment that is always effective.’ MACHIAVELLI ‘Since the majority of men are either not very good or not very wise, one must rely more on severity than on kindness.’ GUICCIARDINI

Equally important was the approach of the advertising, which can be summarized with a single word: “minimalist.” “Billy Graham, Harringay Arena, 7: 30 Every Night.” Or “Hear Billy Graham.” Or just “Billy Graham,” with his photo. Crusade organizers took a cue from advertisements for Cadillacs in the United States. They gave just enough information to arouse curiosity, implying that the product was so desirable it sold itself.

Clergymen responded enthusiastically. Many ministers wrote the Los Angeles office to request copies of Friedrich Hayek’s libertarian treatise The Road to Serfdom and anti–New Deal tracts by Herbert Hoover and libertarian author Garet Garrett, all of which had been advertised in Spiritual Mobilization. Some sought reprints of the bulletin itself. “I found your last issue of Spiritual Mobilization excellent,” a Connecticut clergyman reported. “Could you send me 100 copies to distribute to key people in my parish? I am quite anxious to get my people thinking along this line.” Others took more indirect routes in spreading the organization’s message. “Occasionally I preach a sermon directly on your theme,” a midwestern minister wrote, “but equally important, it is in the background of my thought as I prepare all my sermons, meet various groups and individuals.

Given how critical it is to keep the production-consumption process flowing smoothly, advertising obviously occupies a place of considerable importance. It has been assigned the specific duty of keeping people buying, buying, buying and therefore working, working, working to get the money to do so. It is the system invented to break the skin barrier, as it were, by entering the human being to reshape feelings and create more appropriate ones as need be. If suburbs are capitalism’s ideally separated buying units, and suburbs can be built profitably, then we must create humans who like and want suburbs: suburb-people. Since before the existence of suburbs there were no suburb-people, advertising has the task of creating them, in body and mind. Since before the creation of electric shavers or hair dryers or electric carving knives people felt no need for these things, the need was implanted into human minds by advertising.

These are all common principles of salesmanship. The most ignorant peddler applies them. Yet the salesman-in-print very often forgets them. He talks about his interest. He blazons a name, as though that was of importance. His phrase is, “Drive people to the stores,” and that is his attitude in everything he says. People can be coaxed but not driven. Whatever they do they do to please themselves. Many fewer mistakes would be made in advertising if these facts were never forgotten.

Indeed, already today computers and algorithms are beginning to function as clients in addition to producers. In the stock exchange, for example, algorithms are becoming the most important buyers of bonds, shares and commodities. Similarly in the advertisement business, the most important customer of all is an algorithm: the Google search algorithm. When people design Web pages, they often cater to the taste of the Google search algorithm rather than to the taste of any human being.

In a student culture promoting the increasingly militant silencing of girls' voices and objections, there is often little to challenge such attitudes as they flourish (and any objection is conveniently deflected by the stereotype of whining, moaning women). Meanwhile this cocktail of prejudice is mixed against the normalizing wider backdrop of yet more gender imbalance and casual sexism, as street harassment and similar displays of chauvinism are routinely witnessed. From seeing disparate pieces of women's bodies co-opted to advertise products, to hearing them referred to as mere numbers on a scale out of ten, these young men have been encouraged at every turn to dehumanize their female peers and classmates and to consider them merely as objects. In just the same way that it is wrong to blame the victims of sexism, it is important too to acknowledge the extent to which these cultural factors combine to powerfully persuade young men that aggressive sexism is their expected role.

After all, the media have been and are the major dispenser of the ideals and norms surrounding motherhood: Millions of us have gone to the media for nuts-and-bolts child-rearing advice. Many of us, in fact, preferred media advice to the advice our mothers gave us. We didn't want to be like our mothers and many of us didn't want to raise our kids the way they raised us (although it turns out they did a pretty good job in the end). Thus beginning in the mid-1970s, working mothers became the most important thing you can become in the United States: a market. And they became a market just as niche marketing was exploding--the rise of cable channels, magazines like Working Mother, Family Life, Child, and Twins, all supported by advertisements geared specifically to the new, modern mother. Increased emphasis on child safety, from car seats to bicycle helmets, increased concerns about Johnny not being able to read, the recognition that mothers bought cars, watched the news, and maybe didn't want to tune into one TV show after the next about male detectives with a cockatoo or some other dumbass mascot saving hapless women--all contributed to new shows, ad campaigns, magazines, and TV news stories geared to mothers, especially affluent, upscale ones. Because of this sheer increase in output and target marketing, mothers were bombarded as never before by media constructions of the good mother. The good mother bought all this stuff to stimulate, protect, educate, and indulge her kids. She had to assemble it, install it, use it with her child, and protect her child from some of its features.

The realms of advertising and of public relations, and the nowadays closely related realm of politics, are replete with instances of bullshit so unmitigated that they can serve among the most indisputable and classic paradigms of the concept. And in these realms there are exquisitely sophisticated craftsmen who — with the help of advanced and demanding techniques of market research, of public opinion polling, of psychological testing, and so forth - dedicate themselves tirelessly to getting every word and image they produce exactly right.

t is quite important to find the best thing to do. It is much more important to find something to do. If I were a young artist, I would paint soap advertisements, if that were all opportunity offered, until I got ahead enough to indulge in the painting of madonnas and landscapes. If I were a young musician, I would rather play in a street band than not at all. If I were a young writer, I would do hack work, if necessary, until I became able to write the Great American Novel. I would go to work. Nothing in all this world I have found is so good as work.

used to produce more robots, and so on. These corporations can grow and expand to the far reaches of the galaxy, and all they need are robots and computers – they don’t need humans even to buy their products. Indeed, already today computers and algorithms are beginning to function as clients in addition to producers. In the stock exchange, for example, algorithms are becoming the most important buyers of bonds, shares and commodities. Similarly in the advertisement business, the most important customer of all is an algorithm: the Google search algorithm.

Hey Pete. So why the leave from social media? You are an activist, right? It seems like this decision is counterproductive to your message and work." A: The short answer is I’m tired of the endless narcissism inherent to the medium. In the commercial society we have, coupled with the consequential sense of insecurity people feel, as they impulsively “package themselves” for public consumption, the expression most dominant in all of this - is vanity. And I find that disheartening, annoying and dangerous. It is a form of cultural violence in many respects. However, please note the difference - that I work to promote just that – a message/idea – not myself… and I honestly loath people who today just promote themselves for the sake of themselves. A sea of humans who have been conditioned into viewing who they are – as how they are seen online. Think about that for a moment. Social identity theory run amok. People have been conditioned to think “they are” how “others see them”. We live in an increasing fictional reality where people are now not only people – they are digital symbols. And those symbols become more important as a matter of “marketing” than people’s true personality. Now, one could argue that social perception has always had a communicative symbolism, even before the computer age. But nooooooothing like today. Social media has become a social prison and a strong means of social control, in fact. Beyond that, as most know, social media is literally designed like a drug. And it acts like it as people get more and more addicted to being seen and addicted to molding the way they want the world to view them – no matter how false the image (If there is any word that defines peoples’ behavior here – it is pretention). Dopamine fires upon recognition and, coupled with cell phone culture, we now have a sea of people in zombie like trances looking at their phones (literally) thousands of times a day, merging their direct, true interpersonal social reality with a virtual “social media” one. No one can read anymore... they just swipe a stream of 200 character headlines/posts/tweets. understanding the world as an aggregate of those fragmented sentences. Massive loss of comprehension happening, replaced by usually agreeable, "in-bubble" views - hence an actual loss of variety. So again, this isn’t to say non-commercial focused social media doesn’t have positive purposes, such as with activism at times. But, on the whole, it merely amplifies a general value system disorder of a “LOOK AT ME! LOOK AT HOW GREAT I AM!” – rooted in systemic insecurity. People lying to themselves, drawing meaningless satisfaction from superficial responses from a sea of avatars. And it’s no surprise. Market economics demands people self promote shamelessly, coupled with the arbitrary constructs of beauty and success that have also resulted. People see status in certain things and, directly or pathologically, use those things for their own narcissistic advantage. Think of those endless status pics of people rock climbing, or hanging out on a stunning beach or showing off their new trophy girl-friend, etc. It goes on and on and worse the general public generally likes it, seeking to imitate those images/symbols to amplify their own false status. Hence the endless feedback loop of superficiality. And people wonder why youth suicides have risen… a young woman looking at a model of perfection set by her peers, without proper knowledge of the medium, can be made to feel inferior far more dramatically than the typical body image problems associated to traditional advertising. That is just one example of the cultural violence inherent. The entire industry of social media is BASED on narcissistic status promotion and narrow self-interest. That is the emotion/intent that creates the billions and billions in revenue these platforms experience, as they in turn sell off people’s personal data to advertisers and governments. You are the product, of course.

In a letter to Pixar shareholders, Jobs explained that winning the right to have equal branding with Disney on all the movies, as well as advertising and toys, was the most important aspect of the deal. “We want Pixar to grow into a brand that embodies the same level of trust as the Disney brand,” he wrote. “But in order for Pixar to earn this trust, consumers must know that Pixar is creating the films.” Jobs was known during his career for creating great products. But just as significant was his ability to create great companies with valuable brands. And he created two of the best of his era: Apple and Pixar.

When a train pulls into a great city I am reminded of the closing moments of an overture. All the rural and urban themes of our long journey were picked up again: a factory was followed by a meadow, a patch of autostrada by a country road, a gas-works by a modern church: the houses began to tread on each other’s heels, advertisements for Fiat cars swarmed closer together, the conductor who had brought breakfast passed, working intensely down the corridor to rouse some important passenger, the last fields were squeezed out and at last there were only houses, houses, houses, and Milano, flashed the signs, Milano.

Any time we’re monitored and profiled, there’s the potential for getting it wrong. You are already familiar with this; just think of all the irrelevant advertisements you’ve been shown on the Internet, on the basis of some algorithm misinterpreting your interests. For some people, that’s okay; for others, there’s low-level psychological harm from being categorized, whether correctly or incorrectly. The opportunity for harm rises as the judging becomes more important: our credit ratings depend on algorithms; how we’re treated at airport security depends partly on corporate-collected data. There are chilling effects as well.

Every night, millions of Americans spend their free hours watching television rather than engaging in any form of social interaction. What are they watching? In recent years we have seen reality television become the most popular form of television programming. To discover the nature of our current “reality,” we might consider examples such as Survivor, the series that helped spawn the reality TV revolution. Every week tens of millions of viewers watched as a group of ordinary people stranded in some isolated place struggled to meet various challenges and endure harsh conditions. Ah, one might think, here we will see people working cooperatively, like our ancient ancestors, working cooperatively in order to “win”! But the “reality” was very different. The conditions of the game were arranged so that, yes, they had to work cooperatively, but the alliances by nature were only temporary and conditional, as the contestants plotted and schemed against one another to win the game and walk off with the Grand Prize: a million dollars! The objective was to banish contestants one by one from the deserted island through a group vote, eliminating every other contestant until only a lone individual remained—the “sole survivor.” The end game was the ultimate American fantasy in our Age of Individualism: to be left completely alone, sitting on a mountain of cash! 　　While Survivor was an overt example of our individualistic orientation, it certainly was not unique in its glorification of rugged individualists on American television. Even commercial breaks provide equally compelling examples, with advertisers such as Burger King, proclaiming, HAVE IT YOUR WAY! The message? America, the land where not only every man and every woman is an individual but also where every hamburger is an individual! 　　Human beings do not live in a vacuum; we live in a society. Thus it is important to look at the values promoted and celebrated in a given society and measure what effect this conditioning has on our sense of independence or of interdependence

The medium of the debate has also changed the nature of the debate. Advertisements for hair dryers, news about pop stars, stories about the bond market, notes from our friends, and far-right memes arrive in a constant stream on our telephones or computers, each one apparently carrying the same weight and importance. If, in the past, most political conversations took place in a legislative chamber, the columns of a newspaper, a television studio, or a bar, now they often take place online, in a virtual reality where readers and writers feel distant from one another and from the issues they describe, where everyone can be anonymous and no one needs to take responsibility for what they say.

I arrive, by a snow-covered path, at a kind of chateau. The room I enter by is covered all over with several inches of snow - even on the furniture and the ceiling. Shining in through the window are fierce, fluorescent advertisements in blue and red. I walk through the huge rooms secretively. I once lived here. Voices come near. I feel worried, since these are important men and I have no right to be here. But their voices change, their eyes change too, and suddenly they become mental defectives. The mansion is an asylum and indeed a nurse is stretched out on a long table in the peristyle. I wake up, retaining an exact impression of having once been mad myself in this very place, in a previous life.

I have spent just about every day of the past four years analyzing Google data. This included a stint as a data scientist at Google, which hired me after learning about my racism research. And I continue to explore this data as an opinion writer and data journalist for the New York Times. The revelations have kept coming. Mental illness; human sexuality; child abuse; abortion; advertising; religion; health. Not exactly small topics, and this dataset, which didn’t exist a couple of decades ago, offered surprising new perspectives on all of them. Economists and other social scientists are always hunting for new sources of data, so let me be blunt: I am now convinced that Google searches are the most important dataset ever collected on the human psyche.

He left the classroom, left India and gave up. He returned to his Midwest, picked up a practical degree in journalism, married, lived in Nevada and Mexico, did odd jobs, worked as a journalist, a science writer and an industrial-advertising writer. He fathered two children, bought a farm and a riding horse and two cars and was starting to put on middle-aged weight. His pursuit of what has been called the ghost of reason had been given up. That’s extremely important to understand. He had given up. Because he’d given up, the surface of life was comfortable for him. He worked reasonably hard, was easy to get along with and, except for an occasional glimpse of inner emptiness shown in some short stories he wrote at the time, his days passed quite usually.

To the man who loves art for its own sake,” remarked Sherlock Holmes, tossing aside the advertisement sheet of the Daily Telegraph, “it is frequently in its least important and lowliest manifestations that the keenest pleasure is to be derived. It is pleasant to me to observe, Watson, that you have so far grasped this truth that in these little records of our cases which you have been good enough to draw up, and, I am bound to say, occasionally to embellish, you have given prominence not so much to the many causes célèbres and sensational trials in which I have figured but rather to those incidents which may have been trivial in themselves, but which have given room for those faculties of deduction and of logical synthesis which I have made my special province.

Corvallis sometimes thought back on the day, three decades ago, when Richard Forthrast had reached down and plucked him out of his programming job at Corporation 9592 and given him a new position, reporting directly to Richard. Corvallis had asked the usual questions about job title and job description. Richard had answered, simply, “Weird stuff.” When this proved unsatisfactory to the company’s ISO-compliant HR department, Richard had been forced to go downstairs and expand upon it. In a memorable, extemporaneous work of performance art in the middle of the HR department’s open-plan workspace, he had explained that work of a routine, predictable nature could and should be embodied in computer programs. If that proved too difficult, it should be outsourced to humans far away. If it was somehow too sensitive or complicated for outsourcing, then “you people” (meaning the employees of the HR department) needed to slice it and dice it into tasks that could be summed up in job descriptions and advertised on the open employment market. Floating above all of that, however, in a realm that was out of the scope of “you people,” was “weird stuff.” It was important that the company have people to work on “weird stuff.” As a matter of fact it was more important than anything else. But trying to explain “weird stuff” to “you people” was like explaining blue to someone who had been blind since birth, and so there was no point in even trying. About then, he’d been interrupted by a spate of urgent text messages from one of the company’s novelists, who had run aground on some desolate narrative shore and needed moral support, and so the discussion had gone no further. Someone had intervened and written a sufficiently vague job description for Corvallis and made up a job title that would make it possible for him to get the level of compensation he was expecting. So it had all worked out fine. And it made for a fun story to tell on the increasingly rare occasions when people were reminiscing about Dodge back in the old days. But the story was inconclusive in the sense that Dodge had been interrupted before he could really get to the essence of what “weird stuff” actually was and why it was so important. As time went on, however, Corvallis understood that this very inconclusiveness was really a fitting and proper part of the story.

In every age a general misdirection of what may be called sexual "taste"... [is] produce[d by the devil and his angels]. This they do bu working through the small circle of artists, dressmakers, actresses, and advertisers who determine the fashionable type. The aim is to guide each sex away from those members of the other with whom spiritually helpful, happy, and fertile marriages are most likely. Thus [they] have now for many centuries triumphed over nature to the extent of making certain secondary characteristics of the male (such as the beard) disagreeable to nearly all the females-and there is more in that than you might suppose. As regards the male taste [they] have varied a good deal. At one time [they] have directed it to the statuesque and aristocratic type of beauty, mixing men's vanity with their desires and encouraging the race to breed chiefly from the most arrogant and prodigal women. At another, [they] have selected an exaggeratedly feminine type, faint and languishing, so that folly and cowardice, and all the general falseness and littleness of mind which go with them, shall be at a premium. At present [they] are on the opposite tack. The age of jazz has succeeded the age of the waltz, and [they] now teach men to like women whose bodies are scarcely distinguishable from those of boys. Since this is a kind of beauty even more transitory than most, [they] thus aggravate the female's chronic horror of growing old (with many [successful] results) and render her less willing and less able to bear children. And that is not all. [They] have engineered a great increase in the license which society allows to the representation of the apparent nude (not the real nude) in art, and its exhibition on the stage or the bathing beach. It is all a fake, or course; the figures in the popular art are falsely drawn; the real women in bathing suits or tights are actually pinched in and propped up to make them to appear firmer and more slender and more boyish than nature allows a full-grown woman to be. Yet at the same time, the modern world is taught to believe that it is being "frank" and "healthy" and getting back to nature. As a result [they] are more and more directing the desires of men to something which does not exist-making the role of the eye in sexuality more and more important and at the same time making its demands more and more impossible.

The second implication of these studies is that nonverbal cues are as or more important than verbal cues. The subtle circumstances surrounding how we say things may matter more than what we say. Jennings, after all, wasn’t injecting all kinds of pro-Reagan comments in his newscasts. In fact, as I mentioned, ABC was independently observed to have been the most hostile to Reagan. One of the conclusions of the authors of the headphones study—Gary Wells of the University of Alberta and Richard Petty of the University of Missouri—was that “television advertisements would be most effective if the visual display created repetitive vertical movement of the television viewers’ heads (e.g., bouncing ball).” Simple physical movements and observations can have a profound effect on how we feel and think.

But Germany is stronger than her enemies realize. True, it is a poor country in raw materials and agriculture; but it is making up for this poverty in aggressiveness of spirit, ruthless state planning, concentrated direction of effort, and the building up of a mighty military machine with which it can back up its aggressive spirit. True, too, that this past winter we have seen long lines of sullen people before the food shops, that there is a shortage of meat and butter and fruit and fats, that whipped cream is verboten, that men’s suits and women’s dresses are increasingly being made out of wood pulp, gasoline out of coal, rubber out of coal and lime; that there is no gold coverage for the Reichsmark or for anything else, not even for vital imports. Weaknesses, most of them, certainly, and in our dispatches we have advertised them. It

This determination that nurturing should become exclusively a concern of women served to signify to both sexes that neither nurture nor womanhood was very important. But the assignment to women of a kind of work that was thought both onerous and trivial was only the beginning of their exploitation. As the persons exclusively in charge of the tasks of nurture, women often came into sole charge of the household budget; they became family purchasing agents. The time of the household barterer was past. Kitchens were now run on a cash economy. Women had become customers, a fact not long wasted on the salesmen, who saw that in these women they had customers of a new and most promising kind. The modern housewife was isolated from her husband, from her school-age children, and from other women. She was saddled with work from which much of the skill, hence much of the dignity, had been withdrawn, and which she herself was less and less able to consider important. She did not know what her husband did at work, or after work, and she knew that her life was passing in his regardlessness and in his absence. Such a woman was ripe for a sales talk: this was the great commercial insight of modern times. Such a woman must be told — or subtly made to understand — that she must not be a drudge, that she must not let her work affect her looks, that she must not become “unattractive,” that she must always be fresh, cheerful, young, shapely, and pretty. All her sexual and mortal fears would thus be given voice, and she would be made to reach for money. What was implied was always the question that a certain bank finally asked outright in a billboard advertisement: “Is your husband losing interest?

There are, in addition, some other aspects of human culture that will prove to be important. One of these is the social performance of music. To be sure, many other species can be said to produce music, including songbirds and whales, to name but the best known. But only humans seem to engage in music as a social activity. For birds, music seems to be mainly a mate advertising display. Humans use music as a mechanism for community bonding in a way that seems to be quite unique. In modern societies, we may often sit listening politely to music in concert halls, but in traditional societies music-making, song and dance are almost indistinguishable and play a crucially important role. This is something we will also need to account for. What underpins all this cultural activity is, of course, our big brains, and this might ultimately be said to be what distinguishes us from the other great apes.

Cultivate skepticism as a virtue. In this exercise you will upgrade what Professor Neil Postman of New York University calls your “crap detector.” The term is from Ernest Hemingway, who said that it was one of the writer’s most important tools. Each day, keep an eye peeled for the most telling instance of lying, deceiving, and distortion or concealment of the truth. This will take no extra time at all, since these messages and images are thrust at you continually, unless you live in a cabin at Walden Pond without a television set or computer. For example: • Billboards • Advertising flyers • Newspapers • Commercials on radio or TV (and sometimes the newscasts!) • Opinions thrust on us by other people. For the top choice each day, identify the technique of deception or distortion being used. (It’s going to be a hard call!) Share your examples with friends and colleagues, and invite their comments and observations.

It is important here not to confuse publicity with the pleasure or benefits to be enjoyed from the things it advertises. Publicity is effective precisely because it feeds upon the real. Clothes, food, cars, cosmetics, baths, sunshine are real things to be enjoyed in themselves. Publicity begins by working on a natural appetite for pleasure. But it cannot offer the real object of pleasure and there is no convincing substitute for a pleasure in that pleasure's own terms. The more convincingly publicity conveys the pleasure of bathing in a warm, distant sea, the more the spectator-buyer will become aware that he is hundreds of miles away from that sea and the more remote the chance of bathing in it will seem to him. This is why publicity can never really afford to be about the product or opportunity it is proposing to the buyer who is not yet enjoying it. Publicity is never a celebration of a pleasure-in-itself. Publicity is always about the future buyer. It offers him an image of himself made glamorous by the product or opportunity it is trying to sell. The image then makes him envious of himself as he might be. Yet what makes this self-which-he-might-be enviable? The envy of others. Publicity is about social relations, not objects. Its promise is not of pleasure, but of happiness : happiness as judged from the outside by others. The happiness of being envied is glamour. Being envied is a solitary form of reassurance. It depends precisely upon not sharing your experience with those who envy you. You are observed with interest but you do not observe with interest - if you do, you will become less enviable. ....... The spectator-buyer is meant to envy herself as she will become if she buys the product. She is meant to imagine herself transformed by the product into an object of envy for others, an envy which will then justify her loving herself. One could put this another way : the publicity images steals her love of herself as she is, and offers it back to her for the price of the product.

Gimmicks too often fail. Saying something of genuine importance and interest to the recipient usually succeeds. You say it with a headline. Yes, I am well aware that advertising has headlines and letters generally do not. However, successful sales letters do. It can go above the salutation or between the salutation and the body copy. It can be typeset in big, bold type while the rest of the letter has a typewritten look. Or it can be put in a “Johnson box,” a device presumably named after an inventor named Johnson, that looks like the one in the letter in Exhibit #8. What your headline says and how it says it are absolutely critical. You might compare it to the door-to-door salesperson wedging a foot in the door, buying just enough time to deliver one or two sentences that will melt resistance, create interest, and elevate his or her status from annoying pest to welcome guest; you've got just about the same length of time, the same opportunity. Exhibit #8 Johnson Box September 12, 2005 Mr. Horace Buyer President ACME Co. 123 Business Street City, State, Zip Dear Mr. Buyer: * * * * * * * * * * * * * * * * * * * * Your headline goes here. * * * * * * * * * * * * * * * * * * * * Body copy begins here and continues normal letter format.

As I became older, I was given many masks to wear. I could be a laborer laying railroad tracks across the continent, with long hair in a queue to be pulled by pranksters; a gardener trimming the shrubs while secretly planting a bomb; a saboteur before the day of infamy at Pearl Harbor, signaling the Imperial Fleet; a kamikaze pilot donning his headband somberly, screaming 'Banzai' on my way to my death; a peasant with a broad-brimmed straw hat in a rice paddy on the other side of the world, stooped over to toil in the water; an obedient servant in the parlor, a houseboy too dignified for my own good; a washerman in the basement laundry, removing stains using an ancient secret; a tyrant intent on imposing my despotism on the democratic world, opposed by the free and the brave; a party cadre alongside many others, all of us clad in coordinated Mao jackets; a sniper camouflaged in the trees of the jungle, training my gunsights on G.I. Joe; a child running with a body burning from napalm, captured in an unforgettable photo; an enemy shot in the head or slaughtered by the villageful; one of the grooms in a mass wedding of couples, having met my mate the day before through our cult leader; an orphan in the last airlift out of a collapsed capital, ready to be adopted into the good life; a black belt martial artist breaking cinderblocks with his head, in an advertisement for Ginsu brand knives with the slogan 'but wait--there's more' as the commercial segued to show another free gift; a chef serving up dog stew, a trick on the unsuspecting diner; a bad driver swerving into the next lane, exactly as could be expected; a horny exchange student here for a year, eager to date the blonde cheerleader; a tourist visiting, clicking away with his camera, posing my family in front of the monuments and statues; a ping pong champion, wearing white tube socks pulled up too high and batting the ball with a wicked spin; a violin prodigy impressing the audience at Carnegie Hall, before taking a polite bow; a teen computer scientist, ready to make millions on an initial public offering before the company stock crashes; a gangster in sunglasses and a tight suit, embroiled in a turf war with the Sicilian mob; an urban greengrocer selling lunch by the pound, rudely returning change over the counter to the black patrons; a businessman with a briefcase of cash bribing a congressman, a corrupting influence on the electoral process; a salaryman on my way to work, crammed into the commuter train and loyal to the company; a shady doctor, trained in a foreign tradition with anatomical diagrams of the human body mapping the flow of life energy through a multitude of colored points; a calculus graduate student with thick glasses and a bad haircut, serving as a teaching assistant with an incomprehensible accent, scribbling on the chalkboard; an automobile enthusiast who customizes an imported car with a supercharged engine and Japanese decals in the rear window, cruising the boulevard looking for a drag race; a illegal alien crowded into the cargo hold of a smuggler's ship, defying death only to crowd into a New York City tenement and work as a slave in a sweatshop. My mother and my girl cousins were Madame Butterfly from the mail order bride catalog, dying in their service to the masculinity of the West, and the dragon lady in a kimono, taking vengeance for her sisters. They became the television newscaster, look-alikes with their flawlessly permed hair. Through these indelible images, I grew up. But when I looked in the mirror, I could not believe my own reflection because it was not like what I saw around me. Over the years, the world opened up. It has become a dizzying kaleidoscope of cultural fragments, arranged and rearranged without plan or order.

Your first sign something may be amiss comes quickly, the moment you get off the plane at the airport in Baltimore. After months of deprivation, American excess is overwhelming. Crowds of self-important bustling businessmen. Shrill and impatient advertising that saturates your eyes and ears. Five choices of restaurant, with a hundred menu items each, only a half-minute walk away at all times. In the land you just left, dinners are uniformly brown and served on trays when served at all. I was disoriented by the choice, the lights, the infinite variety of gummy candy that filled an entire wall of the convenience store, a gluttonous buffet repeated every four gates. The simple pleasure of a cup of coffee after a good night’s sleep, sleep you haven’t had since you received your deployment orders, seems overly simple when reunited with such a vast volume of overindulgent options. But the shock wears off, more quickly for some, but eventually for most. Fast food and alcohol are seductive, and I didn’t fight too hard. Your old routine is easy to fall back into, preferences and tastes return. It’s not hard to be a fussy, overstuffed American. After a couple of months, home is no longer foreign, and you are free to resume your old life. I thought I did. Resume my old life, that is. I was wrong.

But I haven’t mentioned the cheer relentlessness of modern life, the crowdedness, the incessant thumping music and braying voices, the near impossibility of finding solitude and silence and time to reflect. I haven’t mentioned the commercial pressures, the forces urging us to buy and discard and buy again. When everything in public life has a logo attached to it, when every public space is disfigured with advertisements, when nothing of public value and importance can take place without commercial sponsorship, when schools and hospitals have to act as if their guiding principle were market forces rather than human need, when adults and children alike are tempted to wear t-shirts with obscene words on them by the smirking little devices spelling the words wrongly, when citizens become consumers and clients; patients and guests, students and passengers are all flattened into customers, what price the school of morals? The answer is: what it would fetch in the market. And not a penny more. I haven’t mentioned the obsession with targets, and testing and tables; the management-driven and politics corrupted and all the clotted rubbish that so deforms the true work of schools. I haven’t mentioned something that might seem trivial but I think its importance is profound and rarely understood: that’s the difference between reading a story in a book and watching a story on a screen. It’s a psychological difference, not just a technical one. We need to take account of it and I fear we are not doing it, and the school of morals is suffering in result.

But Dave Wain that lean rangy red head Welchman with his penchant for going off in Willie to fish in the Rogue River up in Oregon where he knows an abandoned mining camp, or for blattin around the desert roads, for suddenly reappearing in town to get drunk, and a marvelous poet himself, has that certain something that young hip teenagers probably wanta imitate–For one thing is one of the world's best talkers, and funny too–As I'll show–It was he and George Baso who hit on the fantastically simple truth that everybody in America was walking around with a dirty behind, but everybody, because the ancient ritual of washing with water after the toilet had not occurred in all the modern antisepticism–Says Dave "People in America have all these racks of drycleaned clothes like you say on their trips, they spatter Eau de Cologne all over themselves, they wear Ban and Aid or whatever it is under their armpits, they get aghast to see a spot on a shirt or a dress, they probably change underwear and socks maybe even twice a day, they go around all puffed up and insolent thinking themselves the cleanest people on earth and they're walkin around with dirty azzoles–Isnt that amazing?give me a little nip on that tit" he says reaching for my drink so I order two more, I've been engrossed, Dave can order all the drinks he wants anytime, "The President of the United States, the big ministers of state, the great bishops and shmishops and big shots everywhere, down to the lowest factory worker with all his fierce pride, movie stars, executives and great engineers and presidents of law firms and advertising firms with silk shirts and neckties and great expensive traveling cases in which they place these various expensive English imported hair brushes and shaving gear and pomades and perfumes are all walkin around with dirty azzoles! All you gotta do is simply wash yourself with soap and water! it hasn't occurred to anybody in America at all! it's one of the funniest things I've ever heard of! dont you think it's marvelous that we're being called filthy unwashed beatniks but we're the only ones walkin around with clean azzoles?"–The whole azzole shot in fact had spread swiftly and everybody I knew and Dave knew from coast to coast had embarked on this great crusade which I must say is a good one–In fact in Big Sur I'd instituted a shelf in Monsanto's outhouse where the soap must be kept and everyone had to bring a can of water there on each trip–Monsanto hadnt heard about it yet, "Do you realize that until we tell poor Lorenzo Monsanto the famous writer that he is walking around with a dirty azzole he will be doing just that?"–"Let's go tell him right now!"–"Why of course if we wait another minute...and besides do you know what it does to people to walk around with a dirty azzole? it leaves a great yawning guilt that they cant understand all day, they go to work all cleaned up in the morning and you can smell all that freshly laundered clothes and Eau de Cologne in the commute train yet there's something gnawing at them, something's wrong, they know something's wrong they dont know just what!"–We rush to tell Monsanto at once in the book store around the corner. (Big Sur, Chap. 11)

Equity financing, on the other hand, is unappealing to cooperators because it may mean relinquishing control to outside investors, which is a distinctly capitalist practice. Investors are not likely to buy non-voting shares; they will probably require representation on the board of directors because otherwise their money could potentially be expropriated. “For example, if the directors of the firm were workers, they might embezzle equity funds, refrain from paying dividends in order to raise wages, or dissipate resources on projects of dubious value.”105 In any case, the very idea of even partial outside ownership is contrary to the cooperative ethos. A general reason for traditional institutions’ reluctance to lend to cooperatives, and indeed for the rarity of cooperatives whether related to the difficulty of securing capital or not, is simply that a society’s history, culture, and ideologies might be hostile to the “co-op” idea. Needless to say, this is the case in most industrialized countries, especially the United States. The very notion of a workers’ cooperative might be viscerally unappealing and mysterious to bank officials, as it is to people of many walks of life. Stereotypes about inefficiency, unprofitability, inexperience, incompetence, and anti-capitalism might dispose officials to reject out of hand appeals for financial assistance from co-ops. Similarly, such cultural preconceptions may be an element in the widespread reluctance on the part of working people to try to start a cooperative. They simply have a “visceral aversion” to, and unfamiliarity with, the idea—which is also surely a function of the rarity of co-ops itself. Their rarity reinforces itself, in that it fosters a general ignorance of co-ops and the perception that they’re risky endeavors. Additionally, insofar as an anti-democratic passivity, a civic fragmentedness, a half-conscious sense of collective disempowerment, and a diffuse interpersonal alienation saturate society, this militates against initiating cooperative projects. It is simply taken for granted among many people that such things cannot be done. And they are assumed to require sophisticated entrepreneurial instincts. In most places, the cooperative idea is not even in the public consciousness; it has barely been heard of. Business propaganda has done its job well.106 But propaganda can be fought with propaganda. In fact, this is one of the most important things that activists can do, this elevation of cooperativism into the public consciousness. The more that people hear about it, know about it, learn of its successes and potentials, the more they’ll be open to it rather than instinctively thinking it’s “foreign,” “socialist,” “idealistic,” or “hippyish.” If successful cooperatives advertise their business form, that in itself performs a useful service for the movement. It cannot be overemphasized that the most important thing is to create a climate in which it is considered normal to try to form a co-op, in which that is seen as a perfectly legitimate and predictable option for a group of intelligent and capable unemployed workers. Lenders themselves will become less skeptical of the business form as it seeps into the culture’s consciousness.

1. First, we admire people who work hard. We dislike passengers who don’t pull their weight in the boat. 2. We admire people with first-class brains, because you cannot run a great advertising agency without brainy people. 3. We admire people who avoid politics – office politics, I mean. 4. We despise toadies who suck up to their bosses; they are generally the same people who bully their subordinates. 5. We admire the great professionals, the craftsmen who do their jobs with superlative excellence. We notice that these people always respect the professional expertise of their colleagues in other departments. 6. We admire people who hire subordinates who are good enough to succeed them. We pity people who are so insecure that they feel compelled to hire inferior specimens as their subordinates. 7. We admire people who build up and develop their subordinates, because this is the only way we can promote from within the ranks. We detest having to go outside to fill important jobs, and I look forward to the day when that will never be necessary. 8. We admire people who practice delegation. The more you delegate, the more responsibility will be loaded upon you. 9. We admire kindly people with gentle manners who treat other people as human beings – particularly the people who sell things to us. We abhor quarrelsome people. We abhor people who wage paper warfare. We abhor buck passers, and people who don’t tell the truth. 10. We admire well-organized people who keep their offices shipshape, and deliver their work on time. 11. We admire people who are good citizens in their communities – people who work for their local hospitals, their church, the PTA, the Community Chest and so on.

I am assured that this is a true story. A man calls up his computer helpline complaining that the cupholder on his personal computer has snapped off, and he wants to know how to get it fixed. “Cupholder?” says the computer helpline person, puzzled. “I’m sorry, sir, but I’m confused. Did you buy this cupholder at a computer show or receive it as a special promotion?” “No, it came as part of the standard equipment on my computer.” “But our computers don’t come with cupholders.” “Well, pardon me, friend, but they do,” says the man a little hotly. “I’m looking at mine right now. You push a button on the base of the unit and it slides right out.” The man, it transpired, had been using the CD drawer on his computer to hold his coffee cup. I bring this up here by way of introducing our topic this week: cupholders. Cupholders are taking over the world. It would be almost impossible to exaggerate the importance of cupholders in automotive circles these days. The New York Times recently ran a long article in which it tested a dozen family cars. It rated each of them for ten important features, among them engine size, trunk space, handling, quality of suspension, and, yes, number of cupholders. A car dealer acquaintance of ours tells us that they are one of the first things people remark on, ask about, or play with when they come to look at a car. People buy cars on the basis of cupholders. Nearly all car advertisements note the number of cupholders prominently in the text. Some cars, like the newest model of the Dodge Caravan, come with as many as seventeen cupholders. The largest Caravan holds seven passengers. Now you don’t have to be a nuclear physicist, or even wide awake, to work out that that is 2.43 cupholders per passenger. Why, you may reasonably wonder, would each passenger in a vehicle need 2.43 cupholders? Good question. Americans, it is true, consume positively staggering volumes of fluids. One of our local gas stations, I am reliably informed, sells a flavored confection called a Slurpee in containers up to 60 ounces in size. But even if every member of the family had a Slurpee and a personal bottle of

Internet subscription for $59—seemed reasonable. The second option—the $125 print subscription—seemed a bit expensive, but still reasonable. But then I read the third option: a print and Internet subscription for $125. I read it twice before my eye ran back to the previous options. Who would want to buy the print option alone, I wondered, when both the Internet and the print subscriptions were offered for the same price? Now, the print-only option may have been a typographical error, but I suspect that the clever people at the Economist's London offices (and they are clever—and quite mischievous in a British sort of way) were actually manipulating me. I am pretty certain that they wanted me to skip the Internet-only option (which they assumed would be my choice, since I was reading the advertisement on the Web) and jump to the more expensive option: Internet and print. But how could they manipulate me? I suspect it's because the Economist's marketing wizards (and I could just picture them in their school ties and blazers) knew something important about human behavior: humans rarely choose things in absolute terms. We don't have an internal value meter that tells us how much things are worth. Rather, we focus on the relative advantage of one thing over another, and estimate value accordingly. (For instance, we don't know how much a six-cylinder car is worth, but we can assume it's more expensive than the four-cylinder model.) In the case of the Economist, I may not have known whether the Internet-only subscription at $59 was a better deal than the print-only option at $125. But I certainly knew that the print-and-Internet option for $125 was better than the print-only option at $125. In fact, you could reasonably deduce that in the combination package, the Internet subscription is free! “It's a bloody steal—go for it, governor!” I could almost hear them shout from the riverbanks of the Thames. And I have to admit, if I had been inclined to subscribe I probably would have taken the package deal myself. (Later, when I tested the offer on a large number of participants, the vast majority preferred the Internet-and-print deal.)

The Personal Job Advertisement These two activities are likely to have encouraged some clearer ideas about genuine career possibilities, but you should not assume that you are necessarily the best judge of what might offer you fulfilment. Writing a Personal Job Advertisement allows you to seek the advice of other people. The concept behind this task is the opposite of a standard career search: imagine that newspapers didn’t advertise jobs, but rather advertised people who were looking for jobs. You do it in two steps. First, write a half-page job advertisement that tells the world who you are and what you care about in life. Put down your talents (e.g. you speak Mongolian, can play the bass guitar), your passions (e.g. ikebana, scuba diving), and the core values and causes you believe in (e.g. wildlife preservation, women’s rights). Include your personal qualities (e.g. you are quick-witted, impatient, lacking self-confidence). And record anything else that is important to you – a minimum salary or that you want to work abroad. Make sure you don’t include any particular job you are keen on, or your educational qualifications or career background. Keep it at the level of underlying motivations and interests. Here comes the intriguing part. Make a list of ten people you know from different walks of life and who have a range of careers – maybe a policeman uncle or a cartoonist friend – and email them your Personal Job Advertisement, asking them to recommend two or three careers that might fit with what you have written. Tell them to be specific – for example, not replying ‘you should work with children’ but ‘you should do charity work with street kids in Rio de Janeiro’. You will probably end up with an eclectic list of careers, many of which you would never have thought of yourself. The purpose is not only to give you surprising ideas for future careers, but also to help you see your many possible selves. After doing these three activities, and having explored the various dimensions of meaning, you should feel more confident about making a list of potential careers that offer the promise of meaningful work. What should you do next? Certainly not begin sending out your CV. Rather, as the following chapter explains, the key to finding a fulfilling career is to experiment with these possibilities in that rather frightening place called the real world. It’s time to take a ‘radical sabbatical’.