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drama

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Because you know that's all I needs, all I wants, is for you to try to run, to turn your back on me and run. I know you aint going to. Because all you got to beat is me. I got to beat old Carothers. Get your pistol.""No," the other said. "Go home. Get out of here. Tonight I will come to your house-----""After this?" Lucas said. "Me and you, in the same country, breathing the same air even? No matter what you could say, what you could even prove so I would have to believe it, after this? Get your pistol.

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ANGELOFrom thee, even from thy virtue!What's this, what's this? Is this her fault or mine?The tempter or the tempted, who sins most?Ha!Not she: nor doth she tempt: but it is IThat, lying by the violet in the sun,Do as the carrion does, not as the flower,Corrupt with virtuous season. Can it beThat modesty may more betray our senseThan woman's lightness? Having waste ground enough,Shall we desire to raze the sanctuaryAnd pitch our evils there? O, fie, fie, fie!What dost thou, or what art thou, Angelo?Dost thou desire her foully for those thingsThat make her good? O, let her brother live!Thieves for their robbery have authorityWhen judges steal themselves. What, do I love her,That I desire to hear her speak again,And feast upon her eyes? What is't I dream on?O cunning enemy, that, to catch a saint,With saints dost bait thy hook! Most dangerousIs that temptation that doth goad us onTo sin in loving virtue: never could the strumpet,With all her double vigour, art and nature,Once stir my temper; but this virtuous maidSubdues me quite. Even till now,When men were fond, I smiled and wonder'd how.-- Measure for Measure, II, ii

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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.

NP
Neil Postman

Amusing Ourselves to Death: Public Discourse in the Age of Show Business