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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. ↗
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%. ↗
