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Hubbard set up the Church of Scientology in Hollywood in 1954 for a reason. He understood that celebrity was increasingly a feature of American public life, and celebrities themselves were going to be worshiped as minor deities were in the ancient world. The idea was: if you could get them, think how many people would follow. ↗
I support Democrats and Republicans. And I'm telling you that the business community in this company is frightened to death of the weird political philosophy of the President of the United States. And until he's gone, everybody's going to be sitting on their thumbs. ↗
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. ↗
That public men publish falsehoods Is nothing new. That America must accept Like the historical republics corruption and empire Has been known for years. Be angry at the sun for setting If these things anger you. Watch the wheel slope and tum. They are all bound on the wheel, these people, those warriors, This republic, Europe, Asia. Observe them gesticulating, Observe them going down. The gang serves lies, the passionate Man plays his part; the cold passion for truth Hunts in no pack. You are not CatulIus, you know, To lampoon these crude sketches of Caesar. You are far From Dante’s feet, but even farther from his dirty Political hatredS. Let boys want pleasure, and men Struggle for power, and women perhaps for fame, And the servile to serve a Leader and the dupes to be duped. Yours is not theirs. ↗
