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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. ↗
There were twenty-three females on the Keltar estate--not counting Gwen, Chloe, herself, or the cat--Gabby knew, because shortly after Adam had become visible last night, she'd met each and every one, from tiniest tot to tottering ancient. It had begun with a plump, thirtyish maid popping in to pull the drapes for the evening and inquire if the MacKeltars "were wishing aught else?" The moment her bespectacled gaze had fallen on Adam, she'd begun stammering and tripping over her own feet. It had taken her a few moments to regain a semblance of coordination, but she'd managed to stumble from the library, nearly upsetting a lamp and a small end table in her haste. Apparently it had been haste to alert the forces, for a veritable parade had ensued: a blushing curvaceous maid had come offering a warm-up of tear (they'd not been having any), followed by a giggling maid seeking a forgotten dust cloth (which--was anyone surprised?--was nowhere to be found), then a third one looking for a waylaid broom (yeah, right--they swept castles at midnight in Scotland--who believed that?), then a fourth, fifth, and sixth inquiring if the Crystal Chamber would do for Mr. Black (no one seemed to care what chamber might do for her; she half-expected to end up in an outbuilding somewhere). A seventh, eighth, and ninth had come to announce that his chamber was ready would he like an escort? A bath drawn? Help undressing? (Well, okay, maybe they hadn't actually asked the last, but their eyes certainly had.) Then a half-dozen more had popped in at varying intervals to say the same things over again, and to stress that they were there to provide "aught, aught at all Mr. Black might desire." The sixteenth had come to extract two tiny girls from Adam's lap over their wailing protests (and had stayed out of his lap herself only because Adam had hastily stood), the twenty-third and final one had been old enough to be someone's great-great-grandmother, and even she'd flirted shamelessly with the "braw Mr. Black," batting nonexistent lashes above nests of wrinkles, smoothing thin white hair with a blue-veined, age-spotted hand. And if that hadn't been enough, the castle cat, obviously female and obviously in heat, had sashayed in, tail straight up and perkily curved at the tip, and would her furry little self sinuously around Adam's ankles, purring herself into a state of drooling, slanty-eyed bliss. Mr. Black, my ass, she'd wanted to snap (and she liked cats, really she did; she'd certainly never wanted to kick one before, but please--even cats?), he's a fairy and I found him, so that him my fairy. Back off. ↗
