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I would go to parties and say I was an editor, and people, especially women – and that was important to me back then – would say, “Oh, really?” and raise their eyebrows and look at me a little more carefully. I remember the first party I went to after I became a teacher, someone asked me what I did for a living, and I said, “Well, I teach high school.” He looked over my shoulder, nodded his head, said, “I went to high school,” and walked away. Once I repeated this anecdote around a big table full of Mexican food in the garden at a place called La Choza in Chicago, and Becky Mueller, another teacher at the school, said that I was a “storyteller.” I liked that. I was looking for something to be other than “just” a teacher, and “storyteller” felt about right. I am a teacher and a storyteller in that order. I have made my living and my real contribution to my community as a teacher, and I have been very lucky to have found that calling, but all through the years I have entertained myself and occasionally other people by telling stories. ↗
I write and write and write, and then I edit it down to the parts that I think are amusing, or that help the storyline, or I'll write a notebook full of ideas of anecdotes or story points, and then I'll try and arrange them in a way that they would tell a semi-cohesive story. ↗
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. ↗
