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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. ↗
I watch as the waves interlace and entwine around one another, free of pattern or routine. They collide and wrestle like oblivious children, naïve to the absence to naïvety. Careless to the absence of carelessness. And I know what I want. I want to play, I want to live, I want to breathe. I want to experience the basic human lust for life itself. I want to bask in the imperfections of nature, bathe in the elaborate simplicity of our tiny world, relish in the beauty of culture, art and love. I know what I want, but the essence of need is another question entirely. ↗
Martin said, "It feels as though part of my self has detached and gone to Amsterdam, where it—she—is waiting for me. Do you know about phantom-limb syndrome?" Julia nodded. "There's pain where she ought to be. It's feeding the other pain, the thing that makes me wash and count and all that. So her absence is stopping me from going to find her. Do you see? ↗
I had to stop him from arresting an old lady who let her dog urinate against the fire hydrant that was in front of Burgerville headquarters. "You'll blow our cover." "But what if there is a fire?" "The fire department will come and put it out," I said. "With what?" "Water," I said. "Not from that hydrant," Monk said. "It's inoperable." "No, it's not," I said. "It can still be used." "There is urine all over it," Monk said. "no fireman would dare touch it, nor would any other human being." "Firefighters run into burning buildings," I said."They aren't going to care about some dog pee on a fire hydrant." "They would if they knew," Monk said. "We should call and warn them. Call Joe right now. He can get the word out faster than we can." "Every fire hydrant in the city has dog pee on it, Mr. Monk. It's how dogs mark their territory. I can guarantee you that every male dog that has passed that hydrant has pissed on it." He looked at me, wide eyed, "No." "It's what dogs do," I said. "The firefighters knows this." Monk swallowed hard. "And they still use the hydrants?" "Of course they do." "They are the bravest men on earth," Monk said solemnly. ↗
#canine-behavior #cleanliness #dogs #fire-fighting #fire-hydrant
The actual getting into the gym and working out process was easier, but the eating was harder. I had to eat every two hours. At one point, my trainer said, 'Put anything in your mouth. Go to McDonald's, get the biggest shake possible. I just need to get calories in you.' Because my body fat at the time was only, like, 7.5%. ↗
