Tv Commercials Quotes

The average TV commercial of sixty seconds has one hundred and twenty half-second clips in it, or one-third of a second. We bombard people with sensation. That substitutes for thinking.

Americans no longer talk to each other, they entertain each other. They do not exchange ideas, they exchange images. They do not argue with propositions; they argue with good looks, celebrities and commercials.

Seeing a murder on television... can help work off one's antagonisms. And if you haven't any antagonisms, the commercials will give you some.

For several years, I had been bored. Not a whining, restless child's boredom (although I was not above that) but a dense, blanketing malaise. It seemed to me that there was nothing new to be discovered ever again. Our society was utterly, ruinously derivative (although the word derivative as a criticism is itself derivative). We were the first human beings who would never see anything for the first time. We stare at the wonders of the world, dull-eyed, underwhelmed. Mona Lisa, the Pyramids, the Empire State Building. Jungle animals on attack, ancient icebergs collapsing, volcanoes erupting. I can't recall a single amazing thing I have seen firsthand that I didn't immediately reference to a movie or TV show. A fucking commercial. You know the awful singsong of the blasé: Seeeen it. I've literally seen it all, and the worst thing, the thing that makes me want to blow my brains out, is: The secondhand experience is always better. The image is crisper, the view is keener, the camera angle and the soundtrack manipulate my emotions in a way reality can't anymore. I don't know that we are actually human at this point, those of us who are like most of us, who grew up with TV and movies and now the Internet. If we are betrayed, we know the words to say; when a loved one dies, we know the words to say. If we want to play the stud or the smart-ass or the fool, we know the words to say. We are all working from the same dog-eared script. It's a very difficult era in which to be a person, just a real, actual person, instead of a collection of personality traits selected from an endless Automat of characters. And if all of us are play-acting, there can be no such thing as a soul mate, because we don't have genuine souls. It had gotten to the point where it seemed like nothing matters, because I'm not a real person and neither is anyone else. I would have done anything to feel real again.

The television commercial is not at all about the character of products to be consumed. It is about the character of the consumers of products.

Every generation wants to be the last. Every generation hates the next trend in music they can't understand. We hate to give up those reins of our culture. To find our own music playing in elevators. The ballad for our revolution, turned into background music for a television commercial. To find our generation's clothes and hair suddenly retro.

Freedom! To fill people's mailboxes, eyes, ears and brains with commercial rubbish against their will, television programs that are impossible to watch with a sense of coherence. Freedom! To force information on people, taking no account of their right not to accept it or their right of peace of mind. Freedom! To spit in the eyes and souls of passersby with advertisements.

But just now, he'd gotten on his knees and proposed marriage, like in a television commercial for a diamond ring. Except of course they had the roll of duct tape instead, which, when you came to think about it, was a far more practical item. Such a bad mistake it would be, to embark on marriage and adult life without a nice supply of duct tape.

Bridget who is crazy said that sometimes she thought about suicide when commercials come on during TV. She was sincere and this puzzled the guidance counselors.

Television screens saturated with commercials promote the utopian and childish idea that all problems have fast, simple, and technological solutions. You must banish from your mind the naive but commonplace notion that commercials are about products. They are about products in the same sense that the story of Jonah is about the anatomy of whales.

He wanted to wake up to her smile every day for the rest of his life, like some stupid coffee commercial on TV.

I've never been in love, but I've always imagined it--weirdly--like some sort of OxiClean commercial. The TV host shows a scene from an ordinary day, and then takes a big old sponge soaked in love and swipes away the stains. Suddenly that same scene is missing all the mistakes, all the loneliness. The colors are like jewels, ten times richer than they were before. The music is louder and clearer. "Love," the host will say, "makes life a little brighter.

In societies reduced to blur and glut, terror is the only meaningful act. There's too much everything, more things and messages and meanings that we can use in ten thousand lifetimes. Inertia-hysteria. Is history possible? Is anyone serious? Who do we take serious? Only the lethal believer, the person who kills and dies for faith. Everything else is absorbed. The artist is absorbed, the madman in the street is absorbed an processed and incorporated. Give him a dollar, put him in a TV commercial. Only the terrorists stand outside. The culture hasn't figured out how to assimilate him. It's confusing when they kill the innocent. But this is precisely the language of being noticed, the only language the West understands. The way they determine how we see them. The way they dominate the rush of endless streaming images.

Surely it wasn't possible that Vin diPietro was the first assignment. "Hello?" DiPietro waved. "You in there?" Nah, Jim thought. Can't be. That would be above and beyond any call of duty. Over the guy's shoulder, the commercial that was on the TV suddenly showed a price of $49.99-no, $29.99, with a little red arrow that ... considering where Vin was standing, poined right at his head. "Sh*t, no" Jim muttered. This was the guy? On the Tv screen, some woman in a pink bathrobe smiled up at the camera and mouthed, Yes, it is!

By and large a good rule for finding out is this: the kind of work God usually calls you to is the kind of work a) that you need most to do and b) the world most needs to have done. If you really get a kick out of your work, you've presumably met requirement a), but if your work is writing TV deodorant commercials, the chances are you've missed requirement b).

On TV, talking heads wrung their hands over a lack of traditional feminine values and wondered if girls’ sports were to blame. Then they cut to a commercial featuring a sexy college coed vacuuming her dorm room in her underwear.

You'll have to go get laid by a random stranger." Bo pointed to the television. "Can I wait for a commercial or do I have to git-'er-done right now?" "You can wait.

You will not be able to stay home, brother./You will not be able to plug in, turn on and cop out./You will not be able to lose yourself on skag and skip,/Skip out for beer during commercials,/Because the revolution will not be televised.

Be very careful of what you allow to infiltrate your consciousness and subconsciousness. When you watch too much television, you'll start to feel inferior from all the commercials hard selling the idea that you're not complete unless you buy their product [...] The ad agencies appeal to your fear of not being wanted or loved. It's the same with the local news. They get you to stay tuned with a constant stream of fear tactics [...] It's as if our culture is addicted to fear and the flat screen is our drug dealer. Don't allow that crap into your head!

Daytime television, you can tell who’s watching by the three kinds of commercials. Either it’s clinics for drying out drunks. Or it’s law firms who want to settle injury suits. Or it’s schools offering mail-order vocational degrees to make you a bookkeeper. A private detective. Or a locksmith. If you’re watching daytime television, this is your new demographic. You’re a drunk. Or a cripple. Or an idiot.

At forty-five, I feel grateful almost daily to be the adult I wished I could be when I was seventeen. I work on my arm strength at the gym; I've become pretty good with tools. At the same time, almost daily, I lose battles with the seventeen-year-old who's still inside me. I eat half a box of Oreos for lunch, I binge on TV, I make sweeping moral judgments. I run around in torn jeans, I drink martinis on a Tuesday night, I stare at beer-commercial cleavage. I define as uncool any group to which I can't belong. I feel the urge to key Range Rovers and slash their tires; I pretend I'm never going to die. You never stop waiting for the real story to start, because the only real story, in the end, is that you die.

I spent my time drinking and staring at a television in the airport bar. More death and destruction. Crime. Pollution. All the news stories were telling me to be frightened. All the commercials were telling me to buy things I didn´t need. The message was that people could only be passive victims or consumers.

How can even the idea of rebellion against corporate culture stay meaningful when Chrysler Inc. advertises trucks by invoking “The Dodge Rebellion”? How is one to be bona fide iconoclast when Burger King sells onion rings with “Sometimes You Gotta Break the Rules”? How can an Image-Fiction writer hope to make people more critical of televisual culture by parodying television as a self-serving commercial enterprise when Pepsi and Subaru and FedEx parodies of self-serving commercials are already doing big business? It’s almost a history lesson: I’m starting to see just why turn-of-the-century Americans’ biggest fear was of anarchist and anarchy. For if anarchy actually wins, if rulelessness become the rule, then protest and change become not just impossible but incoherent. It’d be like casting a ballot for Stalin: you are voting for an end to all voting.

All the black leather she needs is the E-Z boy recliner where her love is parked with one of his hands wrapped around a remote, the other, a bottle of beer. She's right. It's kinky. The way he doesn't look away from the TV, as her head bobs in his lap like a fisherman's float on a nature program, hectic with the pace his breath sets. His crotch swells under her mouth's prowess. He's such a sweetheart he waits until the commercials to come.

It was a future they couldn’t quite see, where the richness of all they had brought to the great land of promise would one day be zapped into nothing, the glorious tapestry of their history boiled down to a series of ten-second TV commercials, empty holidays, and sports games filled with the patriotic fluff of red, white, and blue, the celebrants cheering the accompanying dazzle without any idea of the horrible struggles and proud pasts of their forebears who had made their lives so easy.

The hallmarks of a potentially successful copywriter include: Obsessive curiosity about products, people and advertising. A sense of humor. A habit of hard work. The ability to write interesting prose for printed media, and natural dialogue for television. The ability to think visually. Television commercials depend more on pictures than words. The ambition to write better campaigns than anyone has ever written before.

Nature's what it's all about, but our people have been brainwashed into thinking that life is a cell phone against your head and the TV on a beer commercial with hot chicks.

The purpose of TV channels are not to entertain, is to force one to watch commercials

People walk the paths of the gardens below, and the wind sings anthems in the hedges, and the big old cedars at the entrance to the maze creak. Marie-Laure imagines the electromagnetic waves traveling into and out of Michel’s machine, bending around them, just as Etienne used to describe, except now a thousand times more crisscross the air than when he lived - maybe a million times more. Torrents of text conversations, tides of cell conversations, of televisions programs, of e-mails, vast networks of fiber and wire interlaced above and beneath the city, passing through buildings, arcing between transmitters in Metro tunnels, between antennas atop buildings, from lampposts with cellular transmitters in them, commercials for Carrefour and Evian and prebaked toaster pastries flashing into space and back to earth again, I am going to be late and Maybe we should get reservations? and Pick up avocados and What did he say? and ten thousand I miss yous, fifty thousand I love yous, hate mail and appointment reminders and market updates, jewelry ads, coffee ads, furniture ads flying invisibly over the warrens of Paris, over the battlefields and tombs, over the Ardennes, over the Rhine, over Belgium and Denmark, over the scarred and ever-shifting landscape we call nations. And is it so hard to believe that souls might also travel those paths? That her father and Etienne and Madame Manec and the German boy named Werner Pfennig might harry the sky in flocks, like egrets, like terns, like starlings? That great shuttles of souls might fly about, faded but audible if you listen closely enough? They flow above the chimneys, ride the sidewalks, slip through your jacket and shirt and breastbone and lungs, and pass out through the other side, the air a library and the record of every life lived, every sentence spoken, every word transmitted still reverberating within it. Every hour, she thinks, someone for whom the war was memory falls out of the world. We rise again in the grass. In the flowers. In songs.

You can all supply your own favorite, most nauseating examples of the commodification of love. Mine include the wedding industry, TV ads that feature cute young children or the giving of automobiles as Christmas presents, and the particularly grotesque equation of diamond jewelry with everlasting devotion. The message, in each case, is that if you love somebody you should buy stuff. A related phenomenon is the ongoing transformation, courtesy of Facebook, of the verb 'to like' from a state of mind to an action that you perform with your computer mouse: from a feeling to an assertion of consumer choice. And liking, in general, is commercial culture's substitution for loving.

Maybe it's the TV commercials. They make you hate everything they try to sell. God, they must think the public is a halfwit. Every time some jerk in a white coat with a stethoscope hanging around his neck holds up some toothpaste or a pack of cigarettes or a bottle of beer or a mouthwash or a jar of shampoo or a little box of something that makes a fat wrestler smell like mountain lilac I always make note never to buy any. Hell, I wouldn't buy the product even if I liked it.

In fact quite generally, commercial advertising is fundamentally an effort to undermine markets. We should recognize that. If you’ve taken an economics course, you know that markets are supposed to be based on informed consumers making rational choices. You take a look at the first ad you see on television and ask yourself … is that it’s purpose? No it’s not. It’s to create uninformed consumers making irrational choices. And these same institutions run political campaigns. It’s pretty much the same: you have to undermine democracy by trying to get uninformed people to make irrational choices.

The Bible is right: A deluge of images does encourage idolatry. Look at the cults of personality in America today. Look at Hollywood. Look at Washington. I'd like to see the next presidential race be run according to Second Commandment principles. No commercials. A radio-only debate. We need an ugly president. I know we're missing out on some potential Abe Lincolns because they'd look gawky and gangly on TV.

My eyes are glued to the television, watching intently for my message from Will, and sure enough, right before they go to commercial, he's on the screen. His hair is wet with sweat and plastered to his forehead, face is dirty, and he's breathing hard from exertion, but he grins at the camera and taps his nose with his forefinger, then points to the camera and mouths, "miss you." Well, shit, he's sweet... Without over-thinking it, I pull my phone out and text him. "Miss you,too,football star.

I bet when you hold hands with a girl that cool you wonder if it's possible you're going to levitate like that one of them monks I saw on a TV commercial once, which don't you wish that was real? - Mack

America…is being lost through television. Because in advertising, mendacity and manipulation are raised to the level of internal values for the advertisers. Interruption is seen as a necessary concomitant to marketing. It used to be that a seven- or eight-year old could read consecutively for an hour or two. But they don’t do that much anymore. The habit has been lost. Every seven to ten minutes, a child is interrupted by a commercial on TV> Kids get used to the idea that their interest is there to be broken into. In consequence, they are no longer able to study as well. Their powers of concentration have been reduced by systematic interruption.

she gradually became aware of how dumb the damn show was she was watching and she stared at it, wondering how in the hell they could put anything so absurdly infantile and intellectually and esthetically insulting on television, and she started asking herself over and over how they could do it, what kind of nonsense this is, and she continued to stare and shake her head, more and more of her mind being absorbed by the absurdity she was watching, suddenly leaning back on the couch as a section of the show ended and a commercial came blaringly on and she stared at them too, wondering what sort of cretins watch this garbage and are influenced by it and actually go out and buy those things, and she shook her head, unbelievable, it is simply unbelievable, how can they manage to make so many obnoxious commercials, one right after the other?

The television commercial has oriented business away from making products of value and toward making consumers feel valuable, which means that the business of business has now become pseudo-therapy. The consumer is a patient assured by psycho-dramas.

There's a commercial break coming and I'm very excited about it and you know why? Because that's what keeps daddy in suits.

If heartaches was commercials, we'd all be on TV.

FRUITS AND NUTS Keep jumping around them like monkeys. The clones, Commercialized zombies, And the TV junkies. Keep throwing berries, Twigs, And nuts at them. Until they wake up To see what's up And figure out why We're laughing at 'em.

Honestly, seriously, you don’t know what to do about food? Here is an idea: Eat like an adult. Stop eating fast food, stop eating kid’s cereal, knock it off with all the sweets and comfort foods whenever your favorite show is not on when you want it on, ease up on the snacking and—don’t act like you don’t know this—eat vegetables and fruits more. Really, how difficult is this? Stop with the whining. Stop with the excuses. Act like an adult and stop eating like a television commercial. Grow up.

Many decisions about the form and content of news programs are made on the basis of information about the viewer, the purpose of which is to keep the viewers watching so that they will be exposed to the commercials

The boy I used to know as Thomas Merker has been erased--replaced with a personality programmed by television and commercials to act a certain way.

The purpose of TV channels is not to entertain, ls to force one to watch commercials

I fish because I love to. Because I love the environs where trout are found, which are invariably beautiful, and hate the environs where crowds of people are found, which are invariably ugly. Because of all the television commercials, cocktail parties, and assorted social posturing I thus escape. Because in a world where most men seem to spend their lives doing what they hate, my fishing is at once an endless source of delight and an act of small rebellion. Because trout do not lie or cheat and cannot be bought or bribed, or impressed by power, but respond only to quietude and humility, and endless patience. Because I suspect that men are going this way for the last time and I for one don't want to waste the trip. Because mercifully there are no telephones on trout waters. Because in the woods I can find solitude without loneliness. ... And finally, not because I regard fishing as being so terribly important, but because I suspect that so many of the other concerns of men are equally unimportant and not nearly so much fun.

We keep coming back to the question of representation because identity is always about representation. People forget that when they wanted white women to get into the workforce because of the world war, what did they start doing? They started having a lot of commercials, a lot of movies, a lot of things that were redoing the female image, saying, “Hey, you can work for the war, but you can still be feminine.” So what we see is that the mass media, film, TV, all of these things, are powerful vehicles for maintaining the kinds of systems of domination we live under, imperialism, racism, sexism etc. Often there’s a denial of this and art is presented as politically neutral, as though it is not shaped by a reality of domination.

All of us somehow felt that the next battleground was going to be culture. We all felt somehow that our culture had been stolen from us – by commercial forces, by advertising agencies, by TV broadcasters. It felt like we were no longer singing our songs and telling stories, and generating our culture from the bottom up, but now we were somehow being spoon-fed this commercial culture top down.

Every generation wants to be the last. Every generation hates the next trend in music they can't understand. We hate to give up those reins of our culture. To find our own music playing in elevators. The ballad for our revolution, turned into background music for a television commercial. To find our generation's clothes and hair suddenly retro.

Are we more likely to suffer from arthritis, stiff joints, poor memory, flagging energy, and decreased sex drive as we age, simply because that’s the version of the truth that ads, commercials, television shows, and media reports bombard us with? What other self-fulfilling prophecies are we creating in our minds without being aware of what we’re doing? And what “inevitable truths” can we successfully reverse simply through thinking new thoughts and choosing new beliefs? The

How can we protect ourselves from a culture of manipulation, where tastes and flavors are re-created chemically in laboratories and given to us as natural food, where religion is packaged, televised and tweeted and commercials influence us to such an extent that they dictate not only what we eat, wear, read and want but what and how we dream. We need the pristine beauty of truth as revealed to us in fiction, poetry, music and the arts: we need to retrieve the third eye of imagination.

Although watching TV is far from being a positive experience—generally people report feeling passive, weak, rather irritable, and sad when doing it—at least the flickering screen brings a certain amount of order to consciousness. The predictable plots, familiar characters, and even the redundant commercials provide a reassuring pattern of stimulation. The screen invites attention to itself as a manageable, restricted aspect of the environment. While interacting with television, the mind is protected from personal worries. The information passing across the screen keeps unpleasant concerns out of the mind.

most cherished desires of present-day Westerners are shaped by romantic, nationalist, capitalist and humanist myths that have been around for centuries. Friends giving advice often tell each other, ‘Follow your heart.’ But the heart is a double agent that usually takes its instructions from the dominant myths of the day, and the very recommendation to ‘follow your heart’ was implanted in our minds by a combination of nineteenth-century Romantic myths and twentieth-century consumerist myths. The Coca-Cola Company, for example, has marketed Diet Coke around the world under the slogan ‘Diet Coke. Do what feels good.’ Even what people take to be their most personal desires are usually programmed by the imagined order. Let’s consider, for example, the popular desire to take a holiday abroad. There is nothing natural or obvious about this. A chimpanzee alpha male would never think of using his power in order to go on holiday into the territory of a neighbouring chimpanzee band. The elite of ancient Egypt spent their fortunes building pyramids and having their corpses mummified, but none of them thought of going shopping in Babylon or taking a skiing holiday in Phoenicia. People today spend a great deal of money on holidays abroad because they are true believers in the myths of romantic consumerism. Romanticism tells us that in order to make the most of our human potential we must have as many different experiences as we can. We must open ourselves to a wide spectrum of emotions; we must sample various kinds of relationships; we must try different cuisines; we must learn to appreciate different styles of music. One of the best ways to do all that is to break free from our daily routine, leave behind our familiar setting, and go travelling in distant lands, where we can ‘experience’ the culture, the smells, the tastes and the norms of other people. We hear again and again the romantic myths about ‘how a new experience opened my eyes and changed my life’. Consumerism tells us that in order to be happy we must consume as many products and services as possible. If we feel that something is missing or not quite right, then we probably need to buy a product (a car, new clothes, organic food) or a service (housekeeping, relationship therapy, yoga classes). Every television commercial is another little legend about how consuming some product or service will make life better. 18. The Great Pyramid of Giza. The kind of thing rich people in ancient Egypt did with their money. Romanticism, which encourages variety, meshes perfectly with consumerism. Their marriage has given birth to the infinite ‘market of experiences’, on which the modern tourism industry is founded. The tourism industry does not sell flight tickets and hotel bedrooms. It sells experiences. Paris is not a city, nor India a country – they are both experiences, the consumption of which is supposed to widen our horizons, fulfil our human potential, and make us happier. Consequently, when the relationship between a millionaire and his wife is going through a rocky patch, he takes her on an expensive trip to Paris. The trip is not a reflection of some independent desire, but rather of an ardent belief in the myths of romantic consumerism. A wealthy man in ancient Egypt would never have dreamed of solving a relationship crisis by taking his wife on holiday to Babylon. Instead, he might have built for her the sumptuous tomb she had always wanted. Like the elite of ancient Egypt, most people in most cultures dedicate their lives to building pyramids. Only the names, shapes and sizes of these pyramids change from one culture to the other. They may take the form, for example, of a suburban cottage with a swimming pool and an evergreen lawn, or a gleaming penthouse with an enviable view. Few question the myths that cause us to desire the pyramid in the first place.

The television commercial is about products only in the sense that the story of Jonah is about the anatomy of whales,

Advertisement shouldn’t look like information, it should look like a promise.

Consumerism tells us that in order to be happy we must consume as many products and services as possible. If we feel that something is missing or not quite right, then we probably need to buy a product (a car, new clothes, organic food) or a service (housekeeping, relationship therapy, yoga classes). Every television commercial is another little legend about how consuming some product or service will make life better.

What I'm saying is, where have all the real people gone? Where are the recognizably-human beings? Of course, it's silly of me to look them on TV commercials, no one watches ads for their true-to-life portrayals. If the ads were full of real people, they wouldn't be able to sell anything. Which is the point of this rambling column. Real people just don't sell.

Everyone and their TV commercial wants you to believe that the key to a good life is a nicer job, or a more rugged car, or a prettier girlfriend, or a hot tub with an inflatable pool for the kids. The world is constantly telling you that the path to a better life is more, more, more—buy more, own more, make more, fuck more, be more. You are constantly bombarded with messages to give a fuck about everything, all the time. Give a fuck about a new TV. Give a fuck about having a better vacation than your coworkers. Give a fuck about buying that new lawn ornament. Give a fuck about having the right kind of selfie stick. Why? My guess: because giving a fuck about more stuff is good for business.

To see takes time, like having a friend takes time. It is as simple as turning off the television to learn the song of a single bird. Why should anyone do such things? I cannot imagine—unless one is weary of crossing days off the calendar with no sense of what makes the last day different from the next. Unless one is weary of acting in what feels more like a television commercial than a life. The practice of paying attention offers no quick fix for such weariness, with guaranteed results printed on the side. Instead, it is one way into a different way of life, full of treasure for those who are willing to pay attention to exactly where they are.

The point is that television does not reveal who the best man is. In fact, television makes impossible the determination of who is better than whom, if we mean by 'better' such things as more capable in negotiation, more imaginative in executive skill, more knowledgeable about international affairs, more understanding of the interrelations of economic systems, and so on. The reason has, almost entirely, to do with 'image.' But not because politicians are preoccupied with presenting themselves in the best possible light. After all, who isn't? It is a rare and deeply disturbed person who does not wish to project a favorable image. But television gives image a bad name. For on television the politician does not so much offer the audience an image of himself, as offer himself as an image of the audience. And therein lies one of the most powerful influences of the television commercial on political discourse.

We were the first human beings who would never see anything for the first time. We stare at the wonders of the world, dull-eyed, underwhelmed. Mona Lisa, the Pyramids, the Empire State Building. Jungle animals on attack, ancient icebergs collapsing, volcanoes erupting. I can’t recall a single amazing thing I have seen firsthand that I didn’t immediately reference to a movie or TV show. A fucking commercial. You know the awful singsong of the blasé: Seeeen it.

The triviality of American popular culture, its emptiness and gossip, accelerates this destruction of critical thought. It expands the void, the mindlessness that makes the magic, mythology, and irrationality of the Christian Right palatable. Television, the movement’s primary medium, allows viewers to preoccupy themselves with context-free information. The homogenized empty chatter on the airwaves, the banal amusement and clichés, the bizarre doublespeak endlessly repeated on cable news channels and the huge spectacles in sports stadiums have replaced America’s political, social and moral life, indeed replaced community itself. Television lends itself perfectly to this world of signs and wonders, to the narcissism of national and religious self-exaltation. Television discourages real communication. Its rapid frames and movements, its constant use of emotional images, its sudden shifts from one theme to an unrelated theme, banish logic and reason with dizzying perplexity. It, too, makes us feel good. It, too, promises to protect and serve us. It, too, promises to life us up and thrill us. The televangelists have built their movement on these commercial precepts. The totalitarian creed of the Religious Right has found in television the perfect medium. Its leaders know how television can be used to seduce and encourage us to walk away from dwindling, less exciting collectives that protect and nurture us. They have mastered television’s imperceptible, slowly induced hypnosis. And they understand the enticement of credo quia absurdum—I believe because it is absurb.

The odd group of well-wishers slowly moved down the hallway as Moshe’s sobs cascaded up and down the walls, bouncing from one side to the other. The discourse on Doc Roberts was forgotten now as the group tromped forward, a ragtag assortment of travelers moving fifteen feet as if it were fifteen thousand miles, slow travelers all, arrivals from different lands, making a low trek through a country that claimed to be so high, a country that gave them so much yet demanded so much more. They moved slowly, like fusgeyers, wanderers seeking a home in Europe, or erú West African tribesmen herded off a ship on a Virginia shore to peer back across the Atlantic in the direction of their homeland one last time, moving toward a common destiny, all of them—Isaac, Nate, and the rest—into a future of American nothing. It was a future they couldn’t quite see, where the richness of all they had brought to the great land of promise would one day be zapped into nothing, the glorious tapestry of their history boiled down to a series of ten-second TV commercials, empty holidays, and sports games filled with the patriotic fluff of red, white, and blue, the celebrants cheering the accompanying dazzle without any idea of the horrible struggles and proud pasts of their forebears who had made their lives so easy. The collective history of this sad troupe moving down the hospital corridor would become tiny blots in an American future that would one day scramble their proud histories like eggs, scattering them among the population while feeding mental junk to the populace on devices that would become as common and small as the hot dog that the dying woman thought she smelled; for in death, Chona had smelled not a hot dog but the future, a future in which devices that fit in one’s pocket and went zip, zap, and zilch delivered a danger far more seductive and powerful than any hot dog, a device that children of the future would clamor for and become addicted to, a device that fed them their oppression disguised as free thought. Had the group of stragglers moping down the hallway seen that future, they would have all turned en masse and rushed from the hospital out into the open air and collapsed onto the lawn and sobbed like children. As it was, they moved like turtles toward Chona’s room as Moshe’s howl rang out. They were in no hurry. The journey ahead was long. There was no promise ahead. There was no need to rush now.

He also tried to block the doorway when she left him. My mother ducked under his arm, ran to her car, and drove away. I remember thinking that this was somehow romantic, as it pinpointed the actual memory of my mother's departure, something you don't see a lot of in television. Real people don't slam doors without opening them five minutes later because it's raining and they forgot their umbrella. They don't stop dead in their tracks because they realize they're in love with their best friend.They don't say, "I'm leaving you, Jack," and fade to a paper towel commercial.

The people I know who are rebelling meaningfully, you know, don't buy a lot of stuff and don't get their view of the world from television and are willing to spend four, five hours researching an election rather than commercials. The thing about it is that in America, we think of rebellion as this very sexy thing and that it involves action and force and looks good. My guess is that any form of rebellion that will change things meaningfully here will be very quiet and very individual and probably not all that interesting to look at from the outside...Violence is interesting. Horrible corruption and scandals and rattling sabers and talking about war and demonizing a billion people of a different faith in the world—those are all interesting. Sitting in a chair and really thinking about what this all means and why the fact that what I drive might have something to do with how people in other parts of the world think about me isn't interesting to anybody else.

So many television marriages - that playing out of lives against a background of the tube. Instead of two lives filing the room, There are their two lives and the eleven o'clock news with Constant commercial interruption. Instead of what you say and what I say. You don't laugh with me; I don't laugh with you. All the wit comes pouring out of the tube. And we laugh at it together. The more we avoid talking the more passive the relationship becomes. Television permits us to walk through life with minor speaking parts. And the more we fail to speak, the more difficult speaking becomes

But the 8-hour workday is too profitable for big business, not because of the amount of work people get done in eight hours (the average office worker gets less than three hours of actual work done in 8 hours) but because it makes for such a purchase-happy public. Keeping free time scarce means people pay a lot more for convenience, gratification, and any other relief they can buy. It keeps them watching television, and its commercials. It keeps them unambitious outside of work. We’ve been led into a culture that has been engineered to leave us tired, hungry for indulgence, willing to pay a lot for convenience and entertainment, and most importantly, vaguely dissatisfied with our lives so that we continue wanting things we don’t have. We buy so much because it always seems like something is still missing.

A statement: children who watch violent TV programmes tend to be more violent when they grow up. But did the TV cause the violence, or do violent children preferentially enjoy watching violent programmes? Very likely both are true. Commercial defenders of TV violence argue that anyone can distinguish between television and reality. But Saturday morning children’s programmes now average 25 acts of violence per hour. At the very least this desensitizes young children to aggression and random cruelty. And if impressionable adults can have false memories implanted in their brains, what are we implanting in our children when we expose them to some 100,000 acts of violence before they graduate from elementary school?

[A TV commercial] crossed my desk in 1986. It came with a press release boasting about an enormous production budget employed in service of what it termed a communications “breakthrough”. The secret of this particular breakthrough was the science of semiotics — i.e., conveying meaning via powerful symbols imbued with significance far beyond their literal interpretation. It’s the sort of thing that Jean Baudrillard and Noam Chomsky write about. Umberto Eco. Dudes like that. Dudes who have no responsibility for marketshare. Whoa,” I said to myself as I eagerly tore the videocassette out of its jacket. “This is gonna suck.

You mean the one that used to be advertised on late-night television? Where the guy on the commercial uses it to cut through a tin can?” She nodded. “That’s the one.” “Did you get it?” “It’s the knife I’m using now.” He smiled. “I’ve never known anyone who actually admitted to buying one.” “Now you do,” she said.

TV families and your own are hard to tell apart, except your isn't interrupted every six minutes by commercials and theirs don't get bogged down into nothingness, a state where nothing happens, no skit, no zany visitors, no outburst on the laugh track, nothing at all but boredom and a lost feeling, especially when you get up in the morning and the moon is still shining and men are making noisy bets on the first tee.

David turned on the TV and sat on the couch. He could grade the Calc I homework but that always depressed him. It would almost put him in mourning, sitting Shiva, but it had to be done. He would get up early in the morning and do it. He chuckled. The TV had a stupid dog commercial. Cocker Spaniel mix. Same kind of mutt Miriam brought into their marriage. She was a dog person. Named it Lucky. Lucky died of poisoning while David was at home one afternoon. Somehow the dog had gotten into Clorox. Not so lucky. That had been their only fight. David did not want to get another dog. Claimed it would remind him of Lucky. When David was little, about eight or nine years old, he had learned Clorox would kill a dog. Their neighbor had a German shepherd. Sol would throw rocks at it when they walked to school. One day the dog got out and bit Sol, and if the neighbors had not stopped it, the dog may have mauled Sol to death. The dog’s name was Roxx, short for Roxanne. It was found dead a couple of days later. Poisoned. David was not a dog person.

This is the lesson of all great television commercials: They provide a slogan, a symbol or a focus that creates for viewers a comprehensive and compelling image of themselves. In the shift from party politics to television politics, the same goal is sought. We are not permitted to know who is best at being President or Governor or Senator, but whose image is best in touching and soothing the deep reaches of our discontent. We look at the television screen and ask, in the same voracious way as the Queen in Snow White and the Seven Dwarfs, "Mirror, mirror on the wall, who is the fairest one of all?" We are inclined to vote for those whose personality, family life, and style, as imaged on the screen, give back a better answer than the Queen received. As Xenophanes remarked twenty-five centuries ago, men always make their gods in their own image. But to this, television politics has added a new wrinkle: Those who would be gods refashion themselves into images the viewers would have them be.

Sometimes when I’m watching TV and I see a horrible commercial I think, “Only an asshole would buy that.” Then I think, Wait a minute! The advertising agency did research on their client’s target market and which channel and TV shows the ideal demographic watches, right? This would mean a carefully chosen ad campaign to get the product in front of the likely buyers, who in this case, are assholes. And I’m on the chosen channel, which means that I am one of the assholes of interest. Then I get spooked, because how’d they figure out that am asshole? Scary how well they know me.

Romanticism tells us that in order to make the most of our human potential we must have as many different experiences as we can. We must open ourselves to a wide spectrum of emotions; we must sample various kinds of relationships; we must try different cuisines; we must learn to appreciate different styles of music. One of the best ways to do all that is to break free from our daily routine, leave behind our familiar setting, and go travelling in distant lands, where we can ‘experience’ the culture, the smells, the tastes and the norms of other people. We hear again and again the romantic myths about ‘how a new experience opened my eyes and changed my life’. Consumerism tells us that in order to be happy we must consume as many products and services as possible. If we feel that something is missing or not quite right, then we probably need to buy a product (a car, new clothes, organic food) or a service (housekeeping, relationship therapy, yoga classes). Every television commercial is another little legend about how consuming some product or service will make life better. Romanticism, which encourages variety, meshes perfectly with consumerism. Their marriage has given birth to the infinite ‘market of experiences’, on which the modern tourism industry is founded.

It seemed to me that there was nothing new to be discovered ever again. Our society was utterly, ruinously derivative...we were the first human beings who would never see anything for the first time. We stare at the wonders of the world, dull-eyed, underwhelmed. Mona Lisa, the Pyramids, the Empire State Building. Jungle animals on attack, ancient icebergs collapsing, volcanoes erupting. I can't recall a single amazing thing I have seen firsthand that I didn't immediately reference to a movie or a TV show. A fucking commercial. You know the awful singsong of the blasé: Seeeen it. I've literally seen it all, and the worst thing, the thing that makes me want to blow my brains out, is: The secondhand experience is always better. The image is crispier, the view is keener, the camera angle and the soundtrack manipulate my emotions in a way reality can't. I don't know that we are actually human at this point, those of us who are like most of us, who grew up with TV and movies and now the Internet. If we are betrayed, we know the words to say; when a loved one dies, we know the words to say. If we want to play the stud or the smart-ass or the fool, we know the words to say. We are all working from the same dog-eared script.

This is what comes from the wrong kind of attentiveness. People get brain fade. This is because they've forgotten how to listen and look as children. They've forgotten how to collect data. In the psychic sense a forest fire on TV is on a lower plane than a ten-second spot for Automatic Dishwasher All. The commercial has deeper waves, deeper emanations. But we have reversed the relative significance of these things. This is why people's eyes, ears, brains and nervous systems have grown weary. It's a simple case of misuse.

Pepper woke up thinking of butts. And nothing else. Ladies' butts. Skinny butts, big butts, saddlebag butts, flabby and firm butts, the kind that sit so high they seem like part of the woman's back, the kind that ride low and form a UU just above the thighs like in the old television commercials for Hanes Underalls, butts that wiggle and butts that jiggle, sagging butts and robust butts, butts that hardly make an impression under a pair of jeans; sidewinder butts and trumpet butts -- the ones so meaty they actually spread out until they appear to be a woman's thighs (ass so fat you can see it from the front), butts as knotty as acorns, butts as smooth as a slice of Gouda, butts with pimples and butts with cellulite, the kind that have pockmarks or red splotches, butts with tattoos and butts with bullet scars. Butts you can cup in your warm hands. Butts and butts and butts. In other words, Pepper woke up horny.

The television commercial has mounted the most serious assault on capitalist ideology since the publication of Das Kapital. To understand why, we must remind ourselves that capitalism, like science and liberal democracy, was an outgrowth of the Enlightenment. Its principal theorists, even its most prosperous practitioners, believed capitalism to be based on the idea that both buyer and seller are sufficiently mature, well informed and reasonable to engage in transactions of mutual self-interest. If greed was taken to be the fuel of the capitalist engine, the surely rationality was the driver. The theory states, in part, that competition in the marketplace requires that the buyer not only knows what is good for him but also what is good. If the seller produces nothing of value, as determined by a rational marketplace, then he loses out. It is the assumption of rationality among buyers that spurs competitors to become winners, and winners to keep on winning. Where it is assumed that a buyer is unable to make rational decisions, laws are passed to invalidate transactions, as, for example, those which prohibit children from making contracts...Of course, the practice of capitalism has its contradictions...But television commercials make hash of it...By substituting images for claims, the pictorial commercial made emotional appeal, not tests of truth, the basis of consumer decisions. The distance between rationality and advertising is now so wide that it is difficult to remember that there once existed a connection between them. Today, on television commercials, propositions are as scarce as unattractive people. The truth or falsity of an advertiser's claim is simply not an issue. A McDonald's commercial, for example, is not a series of testable, logically ordered assertions. It is a drama--a mythology, if you will--of handsome people selling, buying and eating hamburgers, and being driven to near ecstasy by their good fortune. No claim are made, except those the viewer projects onto or infers from the drama. One can like or dislike a television commercial, of course. But one cannot refute it.

Dear Jeff, I happened to see the Channel 7 TV program "Hooray for Hollywood" tonight with the segment on Blade Runner. (Well, to be honest, I didn't happen to see it; someone tipped me off that Blade Runner was going to be a part of the show, and to be sure to watch.) Jeff, after looking—and especially after listening to Harrison Ford discuss the film—I came to the conclusion that this indeed is not science fiction; it is not fantasy; it is exactly what Harrison said: futurism. The impact of Blade Runner is simply going to be overwhelming, both on the public and on creative people—and, I believe, on science fiction as a field. Since I have been writing and selling science fiction works for thirty years, this is a matter of some importance to me. In all candor I must say that our field has gradually and steadily been deteriorating for the last few years. Nothing that we have done, individually or collectively, matches Blade Runner. This is not escapism; it is super realism, so gritty and detailed and authentic and goddam convincing that, well, after the segment I found my normal present-day "reality" pallid by comparison. What I am saying is that all of you collectively may have created a unique new form of graphic, artistic expression, never before seen. And, I think, Blade Runner is going to revolutionize our conceptions of what science fiction is and, more, can be. Let me sum it up this way. Science fiction has slowly and ineluctably settled into a monotonous death: it has become inbred, derivative, stale. Suddenly you people have come in, some of the greatest talents currently in existence, and now we have a new life, a new start. As for my own role in the Blade Runner project, I can only say that I did not know that a work of mine or a set of ideas of mine could be escalated into such stunning dimensions. My life and creative work are justified and completed by Blade Runner. Thank you...and it is going to be one hell of a commercial success. It will prove invincible. Cordially, Philip K. Dick

Aside from wanting to write cracking good books that turn children into lifelong readers, I really want to create stories that enable kids to LOOK at the world around them. To see it for what it is, with wide open, wondering eyes. Our mass media is so horribly skewed. It presents this idea of 'normalcy' which excludes and marginalises so many for an idea of commercial viability which is really nothing but blinkered prejudice. People who are black and Asian and Middle Eastern and Hispanic, people who are gay or transgendered or genderqueer, people who have disabilities, disfigurements or illnesses - all have this vision of a world which does not include them shoved down their throats almost 24-7, and they're told 'No one wants to see stories about people like you. Films and TV shows about people like you won't make money. Stories about straight, white, cisgendered, able-bodied people are universal and everyone likes them. You are small and useless and unattractive and you don't matter.' My worry is that this warped version of 'normal' eventually forms those very same blinkers on children's eyes, depriving them of their ability to see anyone who isn't the same as them, preventing them from developing the ability to empathise with and appreciate and take joy in the lives and experiences of people who are different from them. If Shadows on the Moon - or anything I write - causes a young person to look at their own life, or the life of another, and think, 'Maybe being different is cool' I will die a happy writer. -Guest blog - what diversity means to me

At the same time I grew increasingly dissatisfied and irritable with what we are prone to call normal life. Except for wine, music, and books, I disliked shopping. Television grated on my nerves, the commercials in particular, so I got rid of the television. I found it harder and harder to rouse any interest in sports, celebrities, electronic gadgets, the chatter of the culture, the latest this or that. Nor did I have any desire to own a house, or get rich, or start a family. I wanted to keep traveling and see the world, live an eventful, unpredictable life with as much personal freedom as possible, and have a few adventures along the way.

If you accept mass production, you accept that a small number of people will supervise the daily existence of a much larger number of people. You accept that human beings will spend long hours, every day, engaged in repetitive work, while suppressing any desires for experience or activity beyond this work. The workers' behaviour becomes subject to the machine. With mass production, you also accept that huge numbers of identical items will need to be efficiently distributed to huge numbers of people and that institutions such as advertising will arise to do this. One technological process cannot exist without the other, creating symbiotic relationships among technologies themselves.

How does a successful television commercial affect the viewer?" "It makes him want to change the way he lives." "In what way?" I said. "It moves him from first person consciousness to third person. In this country there is a universal third person, the man we all want to be. Advertising has discovered this man. It uses him to express the possibilities open to the consumer. To consume in America is not to buy; it is to dream. Advertising is the suggestion that the dream of entering the third person singular might possibly be fulfilled.

But we’ve got to have an enemy. Rock? Drugs? We’re so miserable, what’s the enemy? Got it. Pornography, that’s it. Yeeeeah, tremor through the room. Uh . . . the problem with pornography, basically, is this. No one knows what it is. Other than that, we’ve got a real good grasp on the situation. We know it’s bad, we just can’t figure out what the fuck it is. The Supreme Court says pornography is any act that has no artistic merit and causes sexual thoughts. That’s their definition. No artistic merit. Causes sexual thoughts. Hmmmmm. Sounds like almost every commercial on TV to me.

When The Matrix debuted in 1999, it was a huge box-office success. It was also well received by critics, most of whom focused on one of two qualities—the technological (it mainstreamed the digital technique of three-dimensional “bullet time,” where the on-screen action would freeze while the camera continued to revolve around the participants) or the philosophical (it served as a trippy entry point for the notion that we already live in a simulated world, directly quoting philosopher Jean Baudrillard’s 1981 reality-rejecting book Simulacra and Simulation). If you talk about The Matrix right now, these are still the two things you likely discuss. But what will still be interesting about this film once the technology becomes ancient and the philosophy becomes standard? I suspect it might be this: The Matrix was written and directed by “the Wachowski siblings.” In 1999, this designation meant two brothers; as I write today, it means two sisters. In the years following the release of The Matrix, the older Wachowski (Larry, now Lana) completed her transition from male to female. The younger Wachowski (Andy, now Lilly) publicly announced her transition in the spring of 2016. These events occurred during a period when the social view of transgender issues radically evolved, more rapidly than any other component of modern society. In 1999, it was almost impossible to find any example of a trans person within any realm of popular culture; by 2014, a TV series devoted exclusively to the notion won the Golden Globe for Best Television Series. In the fifteen-year window from 1999 to 2014, no aspect of interpersonal civilization changed more, to the point where Caitlyn (formerly Bruce) Jenner attracted more Twitter followers than the president (and the importance of this shift will amplify as the decades pass—soon, the notion of a transgender US president will not seem remotely implausible). So think how this might alter the memory of The Matrix: In some protracted reality, film historians will reinvestigate an extremely commercial action movie made by people who (unbeknownst to the audience) would eventually transition from male to female. Suddenly, the symbolic meaning of a universe with two worlds—one false and constructed, the other genuine and hidden—takes on an entirely new meaning. The idea of a character choosing between swallowing a blue pill that allows him to remain a false placeholder and a red pill that forces him to confront who he truly is becomes a much different metaphor. Considered from this speculative vantage point, The Matrix may seem like a breakthrough of a far different kind. It would feel more reflective than entertaining, which is precisely why certain things get remembered while certain others get lost.

Our society was utterly, ruinously derivative (although the word derivative as a criticism is itself derivative). We were the first human beings who would never see anything for the first time. We stare at the wonders of the world, dull-eyed, underwhelmed. Mona Lisa, the Pyramids, the Empire State Building. Jungle animals on attack, ancient icebergs collapsing, volcanoes erupting. I can’t recall a single amazing thing I have seen firsthand that I didn’t immediately reference to a movie or TV show. A fucking commercial. You know the awful singsong of the blasé: Seeeen it. I’ve literally seen it all, and the worst thing, the thing that makes me want to blow my brains out, is: The secondhand experience is always better. The image is crisper, the view is keener, the camera angle and the soundtrack manipulate my emotions in a way reality can’t anymore.

Consider how many times you’ve seen either a crashed plane or a crashed car. It’s entirely possible you’ve seen roughly as many of each—yet many of those cars were on the road next to you, whereas the planes were probably on another continent, transmitted to you via the Internet or television. In the United States, for instance, the total number of people who have lost their lives in commercial plane crashes since the year 2000 would not be enough to fill Carnegie Hall even half full. In contrast, the number of people in the United States killed in car accidents over that same time is greater than the entire population of Wyoming. Simply

PREFACE A New Look at the Legacy of Albert Einstein Genius. Absent-minded professor. The father of relativity. The mythical figure of Albert Einstein—hair flaming in the wind, sockless, wearing an oversized sweatshirt, puffing on his pipe, oblivious to his surroundings—is etched indelibly on our minds. “A pop icon on a par with Elvis Presley and Marilyn Monroe, he stares enigmatically from postcards, magazine covers, T-shirts, and larger-than-life posters. A Beverly Hills agent markets his image for television commercials. He would have hated it all,” writes biographer Denis Brian. Einstein is among the greatest scientists of all time, a towering figure who ranks alongside Isaac Newton for his contributions. Not surprisingly, Time magazine voted him the Person of the Century. Many historians have placed him among the hundred most influential people of the last thousand years.

The odd group of well-wishers slowly moved down the hallway as Moshe’s sobs cascaded up and down the walls, bouncing from one side to the other. The discourse on Doc Roberts was forgotten now as the group tromped forward, a ragtag assortment of travelers moving fifteen feet as if it were fifteen thousand miles, slow travelers all, arrivals from different lands, making a low trek through a country that claimed to be so high, a country that gave them so much yet demanded so much more. They moved slowly, like fusgeyers, wanderers seeking a home in Europe, or erú West African tribesmen herded off a ship on a Virginia shore to peer back across the Atlantic in the direction of their homeland one last time, moving toward a common destiny, all of them—Isaac, Nate, and the rest—into a future of American nothing. It was a future they couldn’t quite see, where the richness of all they had brought to the great land of promise would one day be zapped into nothing, the glorious tapestry of their history boiled down to a series of ten-second TV commercials, empty holidays, and sports games filled with the patriotic fluff of red, white, and blue, the celebrants cheering the accompanying dazzle without any idea of the horrible struggles and proud pasts of their forebears who had made their lives so easy. The collective history of this sad troupe moving down the hospital corridor would become tiny blots in an American future that would one day scramble their proud histories like eggs, scattering them among the population while feeding mental junk to the populace on devices that would become as common and small as the hot dog that the dying woman thought she smelled; for in death, Chona had smelled not a hot dog but the future, a future in which devices that fit in one’s pocket and went zip, zap, and zilch delivered a danger far more seductive and powerful than any hot dog, a device that children of the future would clamor for and become addicted to, a device that fed them their oppression disguised as free thought.

What you have heard is true. I was in his house. His wife carried a tray of coffee and sugar. His daughter filed her nails, his son went out for the night. There were daily papers, pet dogs, a pistol on the cushion beside him. The moon swung bare on its black cord over the house. On the television was a cop show. It was in English. Broken bottles were embedded in the walls around the house to scoop the kneecaps from a man's legs or cut his hands to lace. On the windows there were gratings like those in liquor stores. We had dinner, rack of lamb, good wine, a gold bell was on the table for calling the maid. The maid brought green mangoes, salt, a type of bread. I was asked how I enjoyed the country. There was a brief commercial in Spanish. His wife took everything away. There was some talk of how difficult it had become to govern. The parrot said hello on the terrace. The colonel told it to shut up, and pushed himself from the table. My friend said to me with his eyes: say nothing. The colonel returned with a sack used to bring groceries home. He spilled many human ears on the table. They were like dried peach halves. There is no other way to say this. He took one of them in his hands, shook it in our faces, dropped it into a water glass. It came alive there. I am tired of fooling around he said. As for the rights of anyone, tell your people they can go f--- themselves. He swept the ears to the floor with his arm and held the last of his wine in the air. Something for your poetry, no? he said. Some of the ears on the floor caught this scrap of his voice. Some of the ears on the floor were pressed to the ground.

Nowadays, the work of Alfred Hitchcock is admired all over the world. Young people who are just discovering his art through the current rerelease of Rear Window and Vertigo, or through North by Northwest, may assume his prestige has always been recognized, but this is far from being the case. In the fifties and sixties, Hitchcock was at the height of his creativity and popularity. He was, of course, famous due to the publicity masterminded by producer David O. Selznick during the six or seven years of their collaboration on such films as Rebecca, Notorious, Spellbound, and The Paradine Case. His fame had spread further throughout the world via the television series Alfred Hitchcock Presents in the mid-fifties. But American and European critics made him pay for his commercial success by reviewing his work with condescension, and by belittling each new film. (...) In examining his films, it was obvious that he had given more thought to the potential of his art than any of his colleagues. It occurred to me that if he would, for the first time, agree to respond seriously to a systematic questionnaire, the resulting document might modify the American critics’ approach to Hitchcock. That is what this book is all about.

Watch movies. Read screenplays. Let them be your guide. […] Yes, McKee has been able to break down how the popular screenplay has worked. He has identified key qualities that many commercially successful screenplays share, he has codified a language that has been adopted by creative executives in both film and television. So there might be something of tangible value to be gained by interacting with his material, either in book form or at one of the seminars. But for someone who wants to be an artist, a creator, an architect of an original vision, the best book to read on screenwriting is no book on screenwriting. The best seminar is no seminar at all. To me, the writer wants to get as many outside voices OUT of his/her head as possible. Experts win by getting us to be dependent on their view of the world. They win when they get to frame the discussion, when they get to tell you there’s a right way and a wrong way to think about the game, whatever the game is. Because that makes you dependent on them. If they have the secret rules, then you need them if you want to get ahead. The truth is, you don’t. If you love and want to make movies about issues of social import, get your hands on Paddy Chayefsky’s screenplay for Network. Read it. Then watch the movie. Then read it again. If you love and want to make big blockbusters that also have great artistic merit, do the same thing with Lawrence Kasdan’s Raiders Of The Lost Ark screenplay and the movie made from it. Think about how the screenplays made you feel. And how the movies built from these screenplays did or didn’t hit you the same way. […] This sounds basic, right? That’s because it is basic. And it’s true. All the information you need is the movies and screenplays you love. And in the books you’ve read and the relationships you’ve had and your ability to use those things.

At Sea Oak there's no sea and no oak, just a hundred subsidized apartments and a rear view of FedEx. Min and Jade are feeding their babies while watching How My Child Died Violently. Min's my sister. Jade's our cousin. How My Child Died Violently is hosted by Matt Merton, a six-foot-five blond who's always giving the parents shoulder rubs and telling them they've been sainted by pain. Today's show features a ten-year-old who killed a five-year-old for refusing to join his gang. The ten-year-old strangled the five-year-old with a jump rope, filled his mouth with baseball cards, then locked himself in the bathroom and wouldn't come out until his parents agreed to take him to FunTimeZone, where he confessed, then dove screaming into a mesh cage full of plastic balls. The audience is shrieking threats at the parents of the killer while the parents of the victim urge restraint and forgiveness to such an extent that finally the audience starts shrieking threats at them too. Then it's a commercial.

I believe the reasons we hang on to seemingly insignificant snippets of conversation, the smell of a particular pizza delivered by a particular guy, the shape of certain shadows on a particular wall, is that there may come a day when we are sitting in a hospital room visiting our mother as she lies on an uncomfortable bed, still recovering. And we are asking her questions and feeling nervous about what the doctor has said could be permanent damage caused by a blood clot the size of a pinpoint and we don't know if the way she is struggling to find the right words is a temporary exhaustion or the new reality and all we want to do is tell her we love her in a language no one has used before because we mean it in a way that no one has meant it before. And this will be a difficult time for us. But then, in a break between the words, a commercial may come on the small television hung up in the corner of the room that we did not even know was playing. It may advertise some new drug, some insurance plan, and our mother will smile at the voice of the handsome actor standing in front of a green screen. She will then close her eyes and squeeze our hand, the one that she has been holding since we walked in, and say, "Oh, I used to have such a crush on him." When she does this, our memory will be waiting. Yes, yes, yes. It is love that we feel here. This is the purpose of memory.

It is the responsibility of all of us to invest time and effort in uncovering our biases and in verifying our sources of information. As noted in earlier chapters, we cannot investigate everything ourselves. But precisely because of that, we need at least to investigate carefully our favourite sources of information – be they a newspaper, a website, a TV network or a person. In Chapter 20 we will explore in far greater depth how to avoid brainwashing and how to distinguish reality from fiction. Here I would like to offer two simple rules of thumb. First, if you want reliable information – pay good money for it. If you get your news for free, you might well be the product. Suppose a shady billionaire offered you the following deal: ‘I will pay you $30 a month, and in exchange, you will allow me to brainwash you for an hour every day, installing in your mind whichever political and commercial biases I want.’ Would you take the deal? Few sane people would. So the shady billionaire offers a slightly different deal: ‘You will allow me to brainwash you for one hour every day, and in exchange, I will not charge you anything for this service. The second rule of thumb is that if some issue seems exceptionally important to you, make the effort to read the relevant scientific literature. And by scientific literature I mean peer-reviewed articles, books published by well-known academic publishers, and the writings of professors from reputable institutions. Science obviously has its limitations, and it has got many things wrong in the past. Nevertheless, the scientific community has been our most reliable source of knowledge for centuries. If you think that the scientific community is wrong about something, that’s certainly possible, but at least know the scientific theories you are rejecting, and provide some empirical evidence to support your claim.

If the early English and LA punk bands shared a common sound, the New York bands just shared the same clubs. As such, while the English scene never became known as the '100 Club' sound, CBGBs was the solitary common component in the New York bands' development, transcended once they had outgrown the need to play the club. Even their supposed musical heritage was not exactly common -- the Ramones preferring the Dolls/Stooges to Television's Velvets/Coltrane to Blondie's Stones/Brit-Rock. Though the scene had been built up as a single movement, when commercial implications began to sink in, the differences that separated the bands became far more important than the similarities which had previously bound them together. In the two years following the summer 1975 festival, CBGBs had become something of an ideological battleground, if not between the bands then between their critical proponents. The divisions between a dozen bands, all playing the same club, all suffering the same hardships, all sharing the same love of certain central bands in the history of rock & roll, should not have been that great. But the small scene very quickly partitioned into art-rockers and exponents of a pure let's-rock aesthetic.

Pathways toward a New Shabbat Do 1. Stay at home. Spend quality time with family and real friends. 2. Celebrate with others: at the table, in the synagogue, with friends or community. 3. Study or read something that will edify, challenge, or make you grow. 4. Be alone. Take some time for yourself. Check in with yourself. Review your week. Ask yourself where you are in your life. 5. Mark the beginning and end of this sacred time by lighting candles and making kiddush on Friday night and saying havdalah on Saturday night. Don’t 6. Don’t do anything you have to do for your work life. This includes obligatory reading, homework for kids (even without writing!), unwanted social obligations, and preparing for work as well as doing your job itself. 7. Don’t spend money. Separate completely from the commercial culture that surrounds us so much. This includes doing business of all sorts. No calls to the broker, no following up on ads, no paying of bills. It can all wait. 8. Don’t use the computer. Turn off the iPhone or smartphone or whatever device has replaced it by the time you read this. Live and breathe for a day without checking messages. Declare your freedom from this new master of our minds and our time. Find the time for face-to-face conversations with people around you, without Facebook. 9. Don’t travel. Avoid especially commercial travel and places like airports, hotel check-ins, and similar depersonalizing encounters. Stay free of situations in which people are likely to tell you to “have a nice day” (Shabbat already is a nice day, thank you). 10. Don’t rely on commercial or canned video entertainment, including the TV as well as the computer screen. Discover what there is to do in life when you are not being entertained.

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

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.