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Showing 17 similar quotes for quote #992 from The Denial of Death by Ernest Becker

The Book: On the Taboo Against Knowing Who You Are

Publisher: kindle import (0)

The image of God as a personal Being, somehow 'outside' or other than the world, had the merit of letting us feel that life is based on intelligence, that the laws of nature are everywhere consistent in that they proceed from one ruler, and that we could let our imaginations go to the limit in conceiving the sublime qualities of this supreme and perfect Being. The image also gave everyone a sense of importance and meaning. For this God is directly aware of every tiniest fragment of dust and vibration of energy, since it is just his awareness of it that enables it to be. This awareness is also love and, for angels and men at least, he has planned an everlasting life of the purest bliss which is to begin at the end of mortal time. But of course there are strings attached to this reward, and those who purposely and relentlessly deny or disobey the divine will must spend eternity in agonies as intense as the bliss of good and faithful subjects. The problem of this image of God was that it became too much of a good thing. Children working at their desks in school are almost always put off when even a kindly and respected teacher watches over their shoulders. How much more disconcerting to realize that each single deed, thought, and feeling is watched by the Teacher of teachers, that nowhere on earth or in heaven is there any hiding-place from that Eye which sees all and judges all. To many people it was therefore an immense relief when Western thinkers began to question this image and to assert that the hypothesis of God was of no help in describing or predicting the course of nature. If everything, they said, was the creation and the operation of God, the statement had no more logic than 'Everything is up.' But, as, so often happens, when one tyrant is dethroned, a worse takes his place. The Crackpot Myth was retained without the Potter. The world was still understood as an artifact, but on the model of an automatic machine. The laws of nature were still there, but no lawmaker. According to the deists, the Lord had made this machine and set it going, but then went to sleep or off on a vacation. But according to the atheists, naturalists, and agnostics, the world was fully automatic. It had constructed itself, though not on purpose. The stuff of matter was supposed to consist of atoms like minute billiard balls, so small as to permit no further division or analysis. Allow these atoms to wiggle around in various permutations and combinations for an indefinitely long time, and at some time in virtually infinite time they will fall into the arrangement that we now have as the world. The old story of the monkeys and typewriters. In this fully Automatic Model of the universe shape and stuff survived as energy and matter. Human beings, mind and body included, were parts of the system, and thus they were possessed of intelligence and feeling as a consequence of the same interminable gyrations of atoms. But the trouble about the monkeys with typewriters is that when at last they get around to typing the Encyclopaedia Britannica, they may at any moment relapse into gibberish. Therefore, if human beings want to maintain their fluky status and order, they must work with full fury to defeat the merely random processes of nature. It is most strongly emphasized in this myth that matter is brute and energy blind, that all nature outside human, and some animal, skins is a profoundly stupid and insensitive mechanism. Those who continued to believe in Someone-Up-There-Who-Cares were ridiculed as woolly-minded wishful thinkers, poor weaklings unable to face man's grim predicament in a heartless universe where survival is the sole privilege of the tough guys. If the all-too-intelligent God was disconcerting, relief in getting rid of him was short-lived. He was replaced by the Cosmic Idiot, and people began to feel more estranged from the universe than ever. This situation merely reinforced the illusion of the loneliness and separateness of the ego (now a 'mental mechanism') and people calling themselves naturalists began the biggest war on nature ever waged. In one form or another, the myth of the Fully Automatic Model has become extremely plausible, and in some scientific and academic disciplines it is as much a sacrosanct dogma as any theological doctrine of the past—despite contrary trends in physics and biology. For there are fashions in myth, and the world-conquering West of the nineteenth century needed a philosophy of life in which realpolitik— victory for the tough people who face the bleak facts—was the guiding principle. Thus the bleaker the facts you face, the tougher you seem to be. So we vied with each other to make the Fully Automatic Model of the universe as bleak as possible. Nevertheless it remains a myth, with all the positive and negative features of myth as an image used for making sense of the world. It is doubtful whether Western science and technology would have been possible unless we had tried to understand nature in terms of mechanical models.

How Our Lives Become Stories: Making Selves

Author: Paul John Eakin

Publisher: Cornell University Press (1999)

The psychologist John Shotter has worked out a much more searching answer to the enduring vitality of the myth of autonomy. In order to correct psychology's - and his own - one-sided preoccupation with inner states, Shotter proposes 'to repudiate the traditional 'Cartesian' starting-point for psychological research located in the 'I' of the individual, ...and to replace it by taking as basic not the inner subjectivity of the individual, but the practical social processes going on 'between' people' (137). \r\n \r\n'In my earlier views,' Shotter writes, 'I was clearly still in the thrall of classic 'text' of identity, possessive individualism' (147). Possessive individualism is C. B. Macpherson's term for the proto-capitalist model of identity proposed by Hobbes and Locke, which posits the individual as 'essentially the proprietor of his own person or capacities, owing nothing to society for them' (quoted in Shotter 136). Stepping back, Shotter asks why he - why we all - continue to account 'for our experience of ourselves...in such an individualistic way [as Macpherson describes]: as if we all existed from birth as separate, isolated individuals already containing 'minds' or 'mentalities' wholly within ourselves, set over against a material world itself devoid of any mental processes' (136). We talk in this way, he answers, because we are disciplined to do so by 'social accountability': 'what we talk of as our experience of our reality is constituted for us very largely by the already established ways in which we must talk in our attempts to account for ourselves - and for it - to the others around us...And only certain ways of talking are deemed legitimate.' So pervasive is this discursive discipline that not only our talking but 'our understanding, and apparently our experience of ourselves, will be constrained also' (141).

Food of the Gods

Author: Terence McKenna

Publisher: Bantam Books (1993)

150

The strongest argument for the legalization of any drug is that society has been able to survive the legalization of alcohol. If we can tolerate the legal use of alcohol, what drug cannot be absorbed in the structure of society? We can almost see toleration of alcohol as the distinguishing feature of Western culture. This tolerance is related not only to a dominator approach to sexual politics but also to, for example, a reliance on sugar and red meat, which are complementary to an alcohol lifestyle. In spite of natural food fads and a rise in dietary awareness, the typical American adult diet continues to be one of sugar, meat, and alcohol. This 'burn out diet' is neither healthy nor ecologically sound; it promotes heart disease, abuse of the land, and toxic addiction and intoxication. It exemplifies, in short, everything that is wrong with us, everything that we have been left with as a result of an unhindered millennium of practicing the tenets of dominator culture. We have achieved the triumphs of the dominator style‑triumphs of high technology and scientific method‑largely through a suppression of the more untidy, emotional, and 'merely felt' aspects of our existence. Alcohol has always been there when we needed to call upon it to propel us further down this same path. Alcohol helps nerve a man for battle, helps nerve men and women for love, and keeps an authentic perspective on self and world forever at bay. It is unsettling to realize that the delicately maintained web of diplomatic agreements and treaties standing between us and nuclear Armageddon was fabricated in the atmosphere of misguided sentimentality and blustering bravado that is typical of alcoholic personalities everywhere.

150

Dominator style hatred of women, general sexual ambivalence and anxiety, and alcohol culture conspired to create the peculiarly neurotic approach to sexuality that characterizes European civilization. Gone are the boundary‑dissolving hallucinogenic orgies that diminished the ego of the individual and reasserted the values of the extended family and the tribe. The dominator response to the need to release sexual tension in an ambience of alcohol is the dance hall, the bordello, and the institutionalized expansion of a new underclass‑that of the 'fallen woman.' The prostitute is a convenience for the dominator style, with its fear and disgust of women; alcohol and its social institutions create the social space in which this fascination and disgust can be acted out without responsibility. This is a difficult subject to address. Alcohol is used by millions of people, both men and women, and I will make no friends by taking the position that alcohol culture is not politically correct. Yet how can we explain the legal toleration for alcohol, the most destructive of all intoxicants, and the almost frenzied efforts to repress nearly all other drugs? Could it not be that we are willing to pay the terrible toll that alcohol extracts because it is allowing us to continue the repressive dominator style that keeps us all infantile and irresponsible participants in a dominator world characterized by the marketing of ungratified sexual fantasy? If you find this difficult to believe, then think about the extent to which images of sexual desirability in our society are associated with images of sophisticated use of alcohol. How many women have their first sexual experiences in an atmosphere of alcohol use that ensures that these crucial experiences take place entirely on dominator terms?

149

And what of the psychology of alcoholism and alcohol use? Is there a gestalt of alcohol, and if there is, then what are its characteristics? I have implied that alcohol is the dominator drug par excellence. Alcohol has the effect of being libidinally stimulating at moderate doses at the same time that the ego feels empowered and social boundaries are felt to lose some of their restraining power. Often these feelings are accompanied by a sense of verbal facility ordinarily out of reach. The difficulty with all of this is that research findings suggest these fleeting effects are usually followed by a narrowing of awareness, a diminishing of ability to respond to social cues, and an infantile regression into loss of sexual performance, loss of general motor control, and consequent loss of self‑esteem. Moderation in drinking seems the obvious course. Yet alcoholism is a major and unremitting problem throughout global society. I believe that the alcohol abuse syndrome is symptomatic of the state of disequilibrium and tension existing between men and women and between the individual and society. Alcoholism is a condition of ego obsession and inability to resist the drive toward immediate gratification. The social domain in which the repression of women and the feminine is most graphically and brutally realized is that of the drunken episode or lifestyle. The darkest expressions of the terror and the anxiety engendered by severance from the maternal matrix have traditionally been acted out there. Wife beating without alcohol is like a circus without lions.

145

Alcoholism as a social and community problem appears to have been rare before the discovery of distillation. Just as heroin addiction was the malignant flower that sprang from the relatively benign habit of opium use, so distilled alcohol changed the sacred art of the brewer and the vintner into a profane economic engine for the consumption of human hopes.

The Illuminatus! Trilogy

Author: Robert Shea and Robert Anton Wilson

Publisher: Fine Communications (1998)

786

Flaxscrip was first introduced into Discordian groups by the mysterious Malaclypse the Younger, K.S.C., in 1968. Hempscrip followed the year after, issued by Dr. Mordecai Malignatus, K.N.S. (In the novel, taking one of our few liberties with historical truth, we move these coinages backward in time and attribute hempscrip to the Justified Ancients of Mummu.) The idea behind flaxscrip, of course, is as old as history; there was private money long before there was government money. The first revolutionary (or reformist) use of this idea, as a check against galloping usury and high interest rates, was the foundation of 'Banks of Piety' by the Dominican order of the Catholic Church in the late middle ages. (See Tawney, Religion and the Rise of Capitalism.) The Dominicans, having discovered that preaching against usury did not deter the usurer, founded their own banks and provided loans without interest; this 'ethical competition' (as Josiah Warren later called it) drove the commercial banks out of the areas where the Dominicans practiced it. Similar private currency, loaned at a low rate of interest (but not at no interest), was provided by Scots banks until the British government, acting on behalf of the monopoly of the Bank of England, stopped this exercise of free enterprise. (See Muellen, Free Banking.) The same idea was tried successfully in the American colonies before the Revolution, and again was suppressed by the British government, which some heretical historians regard as a more direct cause of the American Revolution than the taxes mentioned in most schoolbooks. (See Ezra Pound, Impact, and additional sources cited therein.) During the nineteenth century many anarchists and individualists attempted to issue low-interest or no-interest private currencies. Mutual Banking, by Colonel William Greene, and True Civilization, by Josiah Warren, are records of two such attempts, by their instigators. Lysander Spooner, an anarchist who was also a constitutional lawyer, argued at length that Congress had no authority to suppress such private currencies (see his Our Financiers: Their Ignorance, Usurpations and Frauds). A general overview of such efforts at free enterprise, soon crushed by the Capitalist State, is given by James M. Martin in his Men Against the State, and by Rudolph Rocker in Pioneers of American Freedom (an ironic title, since his pioneers all lost their major battles). Lawrence Labadie, of Suffern, N.Y., has collected (but not yet published) records of 1,000 such experiments; one of the present authors, Robert Anton Wilson, unearthed in 1962 the tale of a no-interest currency, privately issued, in Yellow Springs, Ohio, during the 1930s depression. (This was an emergency measure by certain local businessmen, who did not fully appreciate the principle involved, and was abandoned as soon as the 'tight-money' squeeze ended and Roosevelt began flooding us all with Federal Reserve notes.) It is traditional among liberal historians to dismiss such endeavors as 'funny-money schemes.' They have never explained why government money is any less hilarious. (That used in the U.S. now, for instance, is actually worth 47 percent of its 'declared' face value). All money is funny, if you stop to think about it, but no private currency, competing on a free market, could ever be quite so comical (and tragic) as the notes now bearing the magic imprint of Uncle Sam—and backed only by his promise (or threat) that, come hell or high water, by God he'll make it good by taxing our descendants unto the infinite generation to pay the interest on it. The National Debt, so called, is of course, nothing else but the debt we owe the bankers who 'loaned' this money to Uncle after he kindly gave them the credit which enabled them to make this loan. Hempscrip or even acidscrip or peyotescrip could never be quite so clownish as this system, which only the Illuminati (if they really exist) could have dreamed up. The system has but one advantage: It makes bankers richer every year. Nobody else, from the industrial capitalist or 'captain of industry' to the coal-miner, profits from it in any way, and all pay the taxes, which become the interest payments, which make the bankers richer. If the Illuminati did not exist, it would be necessary to invent them—such a system can be explained in no other way, except by those cynics who hold that human stupidity is infinite. The idea behind hempscrip is more radical than the notion of private-enterprise currency per se. Hempscrip, as employed in the novel, depreciates; it is, thus, not merely a no-interest currency, but a negative-interest currency. The lender literally pays the borrower to take it away for a while. It was invented by German business-economist Silvio Gesell, and is described in his Natural Economic Order and in professor Irving Fisher's Stamp Script. Gresham's Law, like most of the 'laws' taught in State-supported public schools, is not quite true (at least, not in the form in which it is usually taught). 'Bad money drives out good' holds only in authoritarian societies, not in libertarian societies. (Gresham was clear-minded enough to state explicitly that he was only describing authoritarian societies; his formulation of his own 'Law' begins with the words 'If the king issueth two moneys . . . ,' thereby implying that the State must exist if the 'Law' is to operate.) In a libertarian society, good money will drive out the bad. This Utopian proposition—which the sane reader will regard with acute skepticism—has been seen to be sound by a rigorously logical demonstration, based on the axioms of economics, in The Cause of Business Depressions by Hugo Bilgrim and Edward Levy.* * Economists can 'prove' all sorts of things from axioms and few of them turn out to be true. Yes. We saved for a footnote the information that at least four empirical demonstrations of the reverse of Gresham's Law are on record. Three of them, employing small volunteer communities in frontier U.S.A. circa 1830-1860, are recorded in Josiah Warren's True Civilization. The fourth, employing contemporary college students in a psychology laboratory, is the subject of a recent Master's thesis by associate professor Don Werkheiser of Central State College, Wilberforce, Ohio.

791

APPENDIX LAMED: THE TACTICS OF MAGICK \r\n \r\n>The human brain evidently operates on some variation of the famous principle enunciated in The Hunting of the Snark: 'What I tell you three times is true.' \r\n>—NORBERT WEINER, Cybernetics \r\n \r\nThe most important idea in the Book of Sacred Magic of Abra-Melin the Mage is the simple-looking formula 'Invoke often.' \r\n\r\nThe most successful form of treatment for so-called mental disorders, the Behavior Therapy of Pavlov, Skinner, Wolpe, et al., could well be summarized in two similar words: 'Reinforce often.' ('Reinforcement,' for all practical purposes, means the same as the layman's term 'reward.' The essence of Behavior Therapy is rewarding desired behavior; the behavior 'as if by magic' begins to occur more and more often as the rewards continue.) Advertising, as everybody knows, is based on the axiom 'Repeat often.' Those who think they are 'materialists' and think that 'materialism' requires them to deny all facts which do not square with their definition of 'matter' are loath to admit the well-documented and extensive list of individuals who have been cured of serious maladies by that very vulgar and absurd form of magick known as Christian Science. Nonetheless, the reader who wants to understand this classic work of immortal literature will have to analyze its deepest meanings, guided by an awareness that there is no essential difference between magick, Behavior Therapy, advertising, and Christian Science. All of them can be condensed into Abra-Melin's simple 'Invoke often.' Reality, as Simon Moon says, is thermoplastic, not thermosetting. It is not quite Silly-Putty, as Mr. Paul Krassner once claimed, but is much closer to Silly-Putty than we generally realize. \r\n\r\nIf you are told often enough that 'Budweiser is the king of beers,' Budweiser will eventually taste somewhat better— perhaps a great deal better— than it tasted before this magick spell was cast. If a behavior therapist in the pay of the communists rewards you every time you repeat a communist slogan, you will repeat it more often, and begin to slide imperceptibly toward the same kind of belief that Christian Scientists have for their mantras. And if a Christian Scientist tells himself every day that his ulcer is going away, the ulcer will disappear more rapidly than it would have had he not subjected himself to this homemade advertising campaign. Finally, if a magician invokes the Great God Pan often enough, the Great God Pan will appear just as certainly as heterosexual behavior appears in homosexuals who are being handled (or manhandled) by Behavior Therapy. The opposite and reciprocal of 'Invoke often' is 'Banish often.' The magician wishing for a manifestation of Pan will not only invoke Pan directly and verbally, create Panlike conditions in his temple, reinforce Pan associations in every gesture and every article of furniture, use the colors and perfumes associated with Pan, etc.; he will also banish other gods verbally, banish them by removing their associated furnitures and colors and perfumes, and banish them in every other way. The Behavior Therapist calls this 'negative reinforcement,' and in treating a patient who is afraid of elevators he will not only reinforce (reward) every instance in which the patient rides an elevator without terror, but will also negatively reinforce (punish) each indication of terror shown by the patient. The Christian Scientist, of course, uses a mantra or spell which both reinforces health and negatively reinforces (banishes) illness.* Similarly, a commercial not only motivates the listener toward the sponsor's product but discourages interest in all 'false gods'- by subsuming them under the rubric of the despised and contemptible Brand X. * The basic Christian Science mantra, known as 'The Scientific Statement of Being,' no less, is as follows: 'There is no life, truth, intelligence nor substance in matter. All is infinite mind and its infinite manifestation, for God is all in all, Spirit is immortal truth: matter is mortal error. Spirit is the real and eternal; matter is the unreal and temporal. Spirit is God and man is His image and likeness. Therefore man is not material, he is spiritual.' The fact that these statements are, in terms of the scientific criteria, 'meaningless,' 'non-operational,' and 'footless' is actually totally irrelevant. They work. Try them and see. As Aleister Crowley, no friend of Mrs. Eddy's, wrote, 'Enough of Because! May he be damned for a dog!' Hypnotism, debate, and countless other games have the same mechanism: Invoke often and Banish often. \r\n\r\nThe reader who seeks a deeper understanding of this argument can obtain it by putting these principles to the test. If you are afraid that you might, in this Christian environment, fall into taking the Christian Science mantra too seriously, try instead the following simple experiment. For forty days and forty nights, begin each day by invoking and praising the world in itself as an expression of the Egyptian deities. Recite at dawn: I bless Ra, the fierce sun burning bright, I bless Isis-Luna in the night, I bless the air, the Horus-hawk, I bless the earth on which I walk. Repeat at moonrise. Continue for the full forty days and forty nights. We say without any reservations that, at a minimum, you will feel happier and more at home in this part of the galaxy (and will also understand better Uncle John Feather's attitude toward our planet); at maximum, you may find rewards beyond your expectations, and will be converted to using this mantra for the rest of your life. (If the results are exceptionally good, you just might start believing in ancient Egyptian gods.) \r\n\r\nA selection of magick techniques which will offend the reason of no materialist can be found in Laura Archera Huxley's You Are Not the Target (a powerful mantra, the title!), in Gestalt Therapy, by Peris, Heferline, and Goodman, and in Mind Games, by Masters and Houston. All this, of course, is programming your own trip by manipulating appropriate clusters of word, sound, image, and emotional (prajna) energy. The aspect of magick which puzzles, perplexes, and provokes the modern mentality is that in which the operator programs somebody else's trip, acting at a distance. It is incredible and insulting, to this type of person, if one asserts that our Mr. Nkrumah Fubar could program a headache for the President of the United States. He might grant that such manipulating of energy is possible if the President was told about Mr. Fubar's spells, but he will not accept that it works just as well when the subject has no conscious knowledge of the curse. The magical theory that 5 = 6 has no conviction for such a skeptic, and magicians have not yet proposed a better theory. The materialist then asserts that all cases where magic did appear to work under this handicap are illusions, delusions, hallucinations, 'coincidences,'* misapprehensions, 'luck,' accident, or downright hoax. * Look up the etymology of that word some time and see if it means anything. He does not seem to realize that asserting this is equivalent to asserting that reality is, after all, thermoplastic— for he is admitting that many people live in a different reality than his own. Rather than leave him to grapple as best he can with this self-contradiction, we suggest that he consult Psychic Discoveries Behind the Iron Curtain, by Ostrander and Schroder—especially Chapter 11, 'From Animals to Cybernetics: The Search for a Theory of Psi.' He might realize that when 'matter' is fully understood, there is nothing a materialist need reject in magick action at a distance, which has been well explored by scientists committed to the rigid Marxist form of dialectical materialism. \r\n\r\nThose who have kept alive the ancient traditions of magick, such as the Ordo Templi Orientalis, will realize that the essential secret is sexual (as Saul tries to explain in the Sixth Trip) and that more light can be found in the writings of Wilhelm Reich, M. D., than in the current Soviet research. But Dr. Reich was jailed as a quack by the U.S. Government, and we would not ask our readers to consider the possibility that the U.S. Government could ever be Wrong about anything. Any psychoanalyst will guess at once the most probable symbolic meanings of the Rose and the Cross; but no psychologist engaged in psi research has applied this key to the deciphering of traditional magic texts. The earliest reference to freemasonry in English occurs in Andersen's 'Muses Threnody,' 1638: \r\n\r\n>For we be brethren of the Rosey Cross \r\n>We have the Mason Word and second sight \r\n\r\nbut no parapsychologist has followed up the obvious clue contained in this conjunction of the vaginal rose, the phallic cross, the word of invocation, and the phenomenon of thought projection. That the taboos against sexuality are still latent in our culture explains part of this blindness; fear of opening the door to the most insidious and subtle forms of paranoia is another part. (If the magick can work at a distance, the repressed thought goes, which of its is safe?) A close and objective study of the anti-LSD hysteria in America will shed further light on the mechanisms of avoidance here discussed. Of course, there are further offenses and affronts to the rationalist in the deeper study of magick. We all know, for instance, that words are only arbitrary conventions with no intrinsic connection to the things they symbolize, yet magick involves the use of words in a manner that seems to imply that some such connection, or even identity, actually exists. The reader might analyze some powerful bits of language not generally considered magical, and he will find something of the key. For instance, the 2 + 3 pattern in 'Hail Eris'/'All hail Discordia' is not unlike the 2 + 3 in 'Holy Mary, Mother of God,' or that in the 'L.S./M.F.T.' which once sold many cartons of cigarettes to our parents; and the 2 + 3 in Crowley's 'Io Pan! Io Pan Pan!' is a relative of these. Thus, when a magician says that you must shout 'Abrahadabra,' and no other word, at the most intensely emotional moment in an invocation, he exaggerates; you may substitute other words; but you will abort the result if you depart too far from the five-beat pattern of 'Abrahadabra.' A glance at the end of Appendix Beth will save the reader from misunderstanding the true tenor of these remarks. \r\n\r\nBut this brings us to the magical theory of reality. Mahatma Guru Sri Paramahansa Shivaji (Aleister Crowley again, under another pen-name) writes in Yoga for Yahoos: \r\n\r\n>Let us consider a piece of cheese. We say that this has certain qualities, shape, structure, color, solidity, weight, taste, smell, consistency and the rest; but investigation has shown that this is all illusory. Where are these qualities? Not in the cheese, for different observers give quite different accounts of it. Not in ourselves, for we do not perceive them in the absence of the cheese . . . What then are these qualities of which we are so sure? They would not exist without our brains; they would not exist without the cheese. They are the results of the union, that is of the Yoga, of the seer and seen, of subject and object... \r\n\r\nThere is nothing here with which a modern physicist could quarrel; and this is the magical theory of the universe. The magician assumes that sensed reality - the panorama of impressions monitored by the senses and collated by the brain— is radically different from so-called objective reality.¹ About the latter 'reality' we can only form speculations or theories which, if we are very careful and subtle, will not contradict either logic or the reports of the senses. This lack of contradiction is rare; some conflicts between theory and logic, or between theory and sense-data, are not discovered for centuries (for example, the wandering of Mercury away from the Newtonian calculation of its orbit). And even when achieved, lack of contradiction is proof only that the theory is not totally false. It is never, in any case, proof that the theory is totally true— for an indefinite number of such theories can be constructed from the known data at any time. For instance, the geometries of Euclid, of Gauss and Reimann, of Lobachevski, and of Fuller all work well enough on the surface of the earth, and it not yet clear whether the Gauss-Reimann or the Fuller system works better in interstellar space. \r\n\r\nIf we have this much freedom in choosing our theories about 'objective reality,' we have even more liberty in deciphering the 'given' or transactional sensed reality. The ordinary person senses as he or she has been taught to sense —that is, as they have been programmed by their society. The magician is a self-programmer. Using invocation and evocation— which are functionally identical with self-conditioning, auto-suggestion, and hypnosis, as shown above— he or she edits or orchestrates sensed reality like an artist.^{2\r\n\r\nThis} book, being part of the only serious conspiracy it describes— that is, part of Operation Mindfuck— has programmed the reader in ways that he or she will not understand for a period of months (or perhaps years). When that understanding is achieved, the real import of this appendix (and of the equation 5 = 6) will be clearer. Officials at Harvard thought Dr. Timothy Leary was joking when he warned that students should not be allowed to indiscriminately remove dangerous, habit-forming books from the library unless each student proves a definite need for each volume. (For instance, you have lost track of Joe Malik's mysterious dogs by now.) It is strange that one can make the clearest possible statements and yet be understood by many to have said the opposite. \r\n\r\nThe Rite of Shiva, as performed by Joe Malik during the SSS Black Mass, contains the central secret of all magick, very explicitly, yet most people can reread that section a dozen, or a hundred times, and never understand what the secret is. For instance, Miss Portinari was a typical Catholic girl in every way— except for an unusual tendency to take Catholicism seriously— until she began menstruating and performing spiritual meditations every day.³ One morning, during her meditation period, she visualized the Sacred Heart of Jesus with unusual clarity; immediately another image, distinctly shocking to her, came to mind with equal vividness. She recounted this experience to her confessor the next Saturday, and he warned her, gravely, that meditation was not healthy for a young girl, unless she intended to take the oath of seclusion and enter a convent. She had no intention of doing that, but rebelliously (and guiltily) continued her meditations anyway. The disturbing second image persisted whenever she thought of the Sacred Heart; she began to suspect that this was sent by the Devil to distract her from meditation. \r\n\r\nOne weekend, when she was home from convent school on vacation, her parents decided she was the right age to be introduced to Roman society. (Actually, they, like most well-off Italian families, had already chosen which daughter would be given to the church— and it wasn't her. Hence, this early introduction to la dolce vita.) One of the outstanding ornaments of Rome at that time was the 'eccentric international businessman' Mr. Hagbard Celine, and he was at the party to which Miss Portinari was taken that evening. It was around eleven, and she had consumed perhaps a little too much Piper Heidseck, when she happened to find herself standing near a small group who were listening rapt-ly to a story the strange Celine was telling. Miss Portinari wondered what this creature might be saying—he was reputedly even more cynical and materialistic than other international money-grubbers, and Miss Portinari was, at that time, the kind of conservative Catholic idealist who finds capitalists even more dreadful than socialists. She idly tuned in on his words; he was talking English, but she understood that language adequately. \r\n' 'Son, son,' Hagbbard recited, ' 'with two beautiful women throwing themselves at you, why are you sitting alone in your room jacking off?' Miss Portinari blushed furiously and drank some more champagne to conceal it. She hated the man already, knowing that she would surrender her virginity to him at the earliest opportunity; of such complexities are intellectual Catholic adolescents capable. \r\n'And the boy replied,' Hagbard went on, ' 'I guess you just answered your own question, Ma.' ' There was a shocked silence. \r\n'The case is quite typical,' Hagbard added blandly, obviously finished. 'Professor Freud recounts even more startling family dramas.' \r\n'I don't see ...' a celebrated French auto racer began, frowning. Then he smiled. 'Oh,' he said, 'was the boy an American?' \r\nMiss Portinari left the group perhaps a bit too hurriedly (she felt a few eyes following her) and quickly refilled her champagne glass. A half-hour later she was standing on the veranda, trying to clear her head in the night air, when a shadow moved near her and Celine appeared amid a cloud of cigar smoke. \r\n'The moon has a fat jaw tonight,' he said in Italian. 'Looks like somebody punched her in the mouth.' \r\n'Are you a poet in addition to your other accomplishments?' she asked coolly. 'That sounds as if it might be American verse.' \r\nHe laughed— a clear peal, like a stallion whinnying. 'Quite so,' he said. 'I just came from Rapallo, where I was talking to America's major poet of this century. How old are you?' he asked suddenly. \r\n'Almost sixteen,' she said fumbling the words. \r\n'Almost fifteen,' he corrected ungallantly. \r\n'If it's any affair of yours—' \r\n'It might be,' he replied easily. 'I need a girl your age for something I have in mind.' \r\n'I can imagine. Something foul.' He stepped further out of the shadows and closer. \r\n'Child,' he said, 'are you religious?' \r\n'I suppose you regard that as old-fashioned,' she replied, imagining his mouth on her breast and thinking of paintings of Mary nursing the Infant. \r\n'At this point in history,' he said simply, 'it's the only thing that isn't old-fashioned. What was your birthdate? Never mind— you must be a Virgo.' \r\n'I am,' she said. (His teeth would bite her nipple, but very gently. He would know enough to do that.) 'But that is superstition, not religion.' \r\n'I wish I could draw a precise line between religion, superstition, and science.' He smiled. 'I find that they keep running together. You are Catholic, of course?' His persistence was maddening. \r\n'I am too proud to believe an absurdity, and therefore I am not a Protestant,' she replied— immediately fearing that he would recognize the plagiarism. \r\n'What symbol means the most to you?' he asked, with the blandness of a prosecuting attorney setting a trap. \r\n'The cross,' she said quickly. She didn't want him to know the truth. \r\n'No.' He again corrected her ungallantly. 'The Sacred Heart.' \r\nThen she knew he was of Satan's party. \r\n'I must go,' she said. \r\n'Meditate further on the Sacred Heart,' he said, his eyes blazing like a hypnotist's (a cornball gimmick, he was thinking privately, but it might work). 'Meditate on it deeply, child. You will find in it the essential of Catholicism — and the essential of all other religion.' \r\n'I think you are mad,' she responded, leaving the veranda with undignified haste. But two weeks later, during her morning meditation, she suddenly understood the Sacred Heart. At lunchtime she disappeared—leaving behind a note to the Mother Superior of the convent school and another note for her parents— and went in search of Hagbard. She had even more potential than he realized, and (as elsewhere recorded) within two years he abdicated in her favor. They never became lovers.⁴ \r\n\r\nThe importance of symbols— images— as the link between word and primordial energy demonstrates the unity between magick and yoga. Both magick and yoga— we reiterate—are methods of self-programming employing synchronistically connected chains of word, image, and bio-energy. Thus, rationalists, who are all puritans, have never considered the fact that disbelief in magick is found only in puritanical societies. The reason for this is simple: Puritans are incapable of guessing what magick is essentially all about. It can even be surely ventured that only those who have experienced true love, in the classic Albigensian or troubadour sense of that expression, are equipped to understand even the most clear-cut exposition of the mysteries.⁵ \r\n\r\nThe eye in the triangle; for instance, is not primarily a symbol of the Christian Trinity, as the gullible assume— except insofar as the Christian Trinity is itself a visual (or verbal) elaboration on a much older meaning. Nor is this symbol representative of the Eye of Osiris or even of the Eye of Horus, as some have ventured; it is venerated, for instance, among the Cao Dai sect in Vietnam, who never heard of Osiris or Horus. The eye's meaning can be found quite simply by meditating on Tarot Trump XV, the Devil, which corresponds, on the Tree of Life, to the Hebrew letter ayin, the eye. The reader who realizes that 'The Devil' is only a late rendering of the Great God Pan has already solved the mystery of the eye, and the triangle has its usual meaning. The two together are the union of Yod, the father, with He, the Mother, as in Yod-He-Vau-He, the holy unspeakable name of God. Vau, the Holy Ghost, is the result of their union, and final He is the divine ecstasy which follows. One might even venture that one who contemplates this key to the identities of Pan, the Devil, the Great Father, and the Great Mother will eventually come to a new, more complete understanding of the Christian Trinity itself, and especially of its most mysterious member, Vau, the elusive Holy Ghost. \r\n\r\nThe pentagram comes in two forms but always represents the fullest extension of the human psyche— the male human psyche in particular. The pentagram with one horn exalted is, quite naturally, associated with the right-hand path; and the two-horned pentagram with the left-hand path. (The Knights Templar, very appropriately, inscribed the head of Baphomet, the goat-headed deity who was their equivalent of Pan or the Devil, within the left-handed pentagram in such wise that each 'horn' contained one of Baphomet's horns.) It is to be observed that the traditionally sinister⁷ left-hand pentagram contains an internal pentagon with one point upward, whereas the right-hand pentagram contains an internal pentagon with one point downward; this nicely illustrates the Law of Opposites.⁸ The pentagon in the Sacred Chao is tilted from the perpendicular so that it cannot be said to have any points directly upward or directly downward—or perhaps can be said to have 1 ½ points up and 1 ½ points down⁹ — thereby illustrating the Reconciliation of Opposites. All that can be said against the method of the left-hand pentagram, without prejudice, is that this form of the sacrament is always destructive of the Holy Spirit, in a certain sense. It should be remembered that the right-hand pentagram method is also destructive in most cases, especially by those practitioners so roundly condemned in Chapter 14 of Joyce's Ulysses— and this group is certainly the majority these days. In view of the ecological crisis, it might even be wise to encourage the left-hand method and discourage the right-hand method at this time, to balance the Sacred Numbers. \r\n\r\nVery few readers of the Golden Bough have pierced Sir Prof. Dr. Frazer's veil of euphemism and surmised the exact method used by Isis in restoring life to Osiris, although this is shown quite clearly in extant Egyptian frescoes. Those who are acquainted with this simple technique of resurrecting the dead (which is at least partially successful in all cases and totally successful in most) will have no trouble in skrying the esoteric connotations of the Sacred Chao— or of the Taoist yin-yang or the astrological sign of cancer. The method almost completely reverses that of the pentagrams, right or left, and it can even be said that in a certain sense it was not Osiris himself but his brother, Set, symbolically understood, who was the object of Isis's magical workings. In every case, without exception, a magical or mystical symbol always refers to one of the very few¹⁰ variations of the same, very special variety of human sacrifice: the 'one eye opening' or the 'one hand clapping'; and this sacrifice cannot be partial— it must culminate in death if it is to be efficacious. The literal-mindedness of the Saures, in the novel, caused them to become a menace to life on earth; the reader should bear this in mind. The sacrifice is not simple. It is a species of cowardice, epidemic in Anglo-Saxon nations for more than three centuries, which causes most who seek success in this field to stop short before the death of the victim. Anything less than death—that is, complete oblivion—simply will not work.¹¹ (One will find more clarity on this crucial point in the poetry of John Donne than in most treatises alleging to explain the secrets of magick.) \r\n\r\nThe symbolism of the swastika is quite adequately explained in Wilhelm Reich's Mass Psychology of Fascism. Ouroboros, the serpent eating its own tail, is chiefly emblematic of the Mass of the Holy Ghost.¹² The Roman Catholic symbolism of the Sacred Heart is strikingly overt, especially to readers of Frazer and Payne-Knight. In essence, it is the same notion conveyed by the cartoonist's conventional rendering of Cupid shooting his arrow into a red pulsating heart. This is the basic meaning of the Dying God and the Resurrection. The identification of Christ with the pelican who stabs its own heart with its beak (to feed its young) is an analogous rendering of the same motif. We repeat that it was only because the Saure family so misread these simple symbols that they became cruel and sadistic. In essence, then, the basic symbols, of magic, mythology, and religion—whether Eastern or Western, ancient or modern, 'right-hand' or 'left-hand'—are so simple that only the pernicious habit of looking for alleged 'profundities' and 'mysteries' prevents people from automatically understanding them almost without thinking. The meaning of the hexagram— the female equivalent of the male pentagram— was explicated by Freud himself, but most students, convinced that the answer could not be so elementary and down-to-earth, continue to look into the clouds. \r\n\r\n¹ See the anthology Perception, edited by Robert Blake, Ph.D., and especially the chapter by psychologist Carl Rogers, which demonstrates that people's perceptions change while they are in psychotherapy. As William Blake noted, 'The fool sees not the same tree that the wise man sees.' \r\n² Everybody, of course, does this unconsciously; see the paragraph about the cheese. The magician, doing it consciously, controls it. \r\n³ These two signs of growth often appear at the same time, being DNA-triggered openings of the fourth neural circuit. \r\n⁴ They were quite good friends, though, and he did fuck her occasionally. \r\n⁵ This book has stated it as clearly as possible in a number of places, but some readers are still wondering what we are holding back. \r\n⁶ This being has more in common with the ordinary nocturnal visitor, sometimes called a 'ghost,' than is immediately evident to the uninitiated. Cf. the well-documented association of poltergeist disturbances with adolescents. \r\n⁷ This association, attributing diabolism to the left-hand path, is oversimplified, prejudiced, and superstitious. In general, it can be said that the left-hand pentagram is suitable for both invocations and evocations, whereas the right-hand pentagram is suitable only for evocations, and mat is the only important difference. (It is assumed that the reader understands the pentagram as an exclusively male symbol.) \r\n⁸ Cf. the Tarot trumps II and III—the Magus, holding one arm upward and one downward, and the High Priestess, sitting between the pillars of Day and Night. (The Priestess is also associated with the Hebrew letter gimmel, the camel, and part of the meaning of this symbolism is contained in the shapes of the camel's back and the Hebrew letter.) \r\n⁹ This makes it quite useless for summoning werewolves. The Sacred Chao, however, is intended to teach a philosophical lesson, not to attract individuals with dubious pastimes. \r\n¹⁰ Fewer than seventy, according to a classical enumeration. \r\n¹¹ The magician must always identify fully with the victim, and share every agonized contortion to the utmost. Any attitude of standing aside and watching, as in a theatrical performance, or any intellectualization during the moments when the sword is doing its brutal but necessary work, or any squeamishness or guilt or revulsion, creates the two-mindedness against which Hagbard so vehemently warns in Never Whistle While You're Pissing. In a sense, only the mind dies. \r\n¹² See Israel Regardie, The Tree of Life.\r\n

The Denial of Death

Author: Ernest Becker

Publisher: Free Press (1975)

314

Commercial industrialism promised Western man a paradise on earth, described in great detail by the Hollywood Myth, that replaced the paradise in heaven of the Christian myth. And now psychology must replace them both with the myth of paradise through self-knowledge. This is the promise of psychology, and for the most part the psychotherapists are obliged to live it and embody it. But it was Rank who saw how false this claim is. “Psychology as self-knowledge is self-deception,” he said, because it does not give what men want, which is immortality. Nothing could be plainer. When the patient emerges from his protective cocoon he gives up the reflexive immortality ideology that he has lived under—both in its personal-parental form (living in the protective powers of the parents or their surrogates) and in its cultural causa-sui form (living by the opinions of others and in the symbolic role-dramatization of the society). What new immortality ideology can the self-knowledge of psychotherapy provide to replace this?

313

Psychotherapy can allow people to affirm themselves, to smash idols that constrict the self-esteem, to lift the load of neurotic guilt—the extra guilt piled on top of natural existential guilt. It can clear away neurotic despair—the despair that comes from a too-constricted focus for one’s safety and satisfactions. When a person becomes less fragmented, less blocked and bottled up, he does experience real joy: the joy of finding more of himself, of the release from armor and binding reflexes, of throwing off the chains of uncritical and self-defeating dependency, of controlling his own energies, of discovering aspects of the world, intense experience in the present moment that is now freer of prefixed perceptions, new possibilities of choice and action, and so on. Yes, psychotherapy can do all these things, but there are many things it cannot do, and they have not been aired widely enough. Often psychotherapy seems to promise the moon: a more constant joy, delight, celebration of life, perfect love, and perfect freedom. It seems to promise that these things are easy to come by, once self-knowledge is achieved, that they are things that should and could characterize one’s whole waking awareness. As one patient said, who had just undergone a course in “primal scream” therapy: “I feel so fantastic and wonderful, but this is only a beginning—wait till you see me in five years, it’ll be tremendous!” We can only hope that she won’t be too unhappy. Not everyone is as honest as Freud was when he said that he cured the miseries of the neurotic only to open him up to the normal misery of life. Only angels know unrelieved joy—or are able to stand it. Yet we see the books by the mind-healers with their garish titles: “Joy!” “Awakening,” and the like; we see them in person in lecture halls or in groups, beaming their peculiar brand of inward, confident well-being, so that it communicates its unmistakable message: we can do this for you, too, if you will only let us. I have never seen or heard them communicate the dangers of the total liberation that they claim to offer; say, to put up a small sign next to the one advertising joy, carrying some inscription like “Danger: real probability of the awakening of terror and dread, from which there is no turning back.” It would be honest and would also relieve them of some of the guilt of the occasional suicide that takes place in therapy. But it would also be most difficult to take the straightforward prescription for paradise on earth and make it ambiguous; one cannot be a functioning prophet with a message that he half takes back, especially if he needs paying customers and devoted admirers. The psychotherapists are caught up in contemporary culture and are forced to be a part of it. Commercial industrialism promised Western man a paradise on earth, described in great detail by the Hollywood Myth, that replaced the paradise in heaven of the Christian myth. And now psychology must replace them both with the myth of paradise through self-knowledge. This is the promise of psychology, and for the most part the psychotherapists are obliged to live it and embody it. But it was Rank who saw how false this claim is. “Psychology as self-knowledge is self-deception,” he said, because it does not give what men want, which is immortality. Nothing could be plainer. When the patient emerges from his protective cocoon he gives up the reflexive immortality ideology that he has lived under—both in its personal-parental form (living in the protective powers of the parents or their surrogates) and in its cultural causa-sui form (living by the opinions of others and in the symbolic role-dramatization of the society). What new immortality ideology can the self-knowledge of psychotherapy provide to replace this? Obviously, none from psychology—unless, said Rank, psychology itself becomes the new belief system.

235

This is Rank’s devastating Kierkegaardian conclusion: if neurosis is sin, and not disease, then the only thing which can “cure” it is a world-view, some kind of affirmative collective ideology in which the person can perform the living drama of his acceptance as a creature. Only in this way can the neurotic come out of his isolation to become part of such a larger and higher wholeness as religion has always represented. In anthropology we called these the myth-ritual complexes of traditional society. Does the neurotic lack something outside him to absorb his need for perfection? Does he eat himself up with obsessions? The myth-ritual complex is a social form for the channelling of obsessions. We might say that it places creative obsession within the reach of everyman, which is precisely the function of ritual. This function is what Freud saw when he talked about the obsessive quality of primitive religion and compared it to neurotic obsession. But he didn’t see how natural this was, how all social life is the obsessive ritualization of control in one way or another. It automatically engineers safety and banishes despair by keeping people focussed on the noses in front of their faces.

The body, then, is one’s animal fate that has to be struggled against in some ways. At the same time, it offers experiences and sensations, concrete pleasure that the inner symbolic world lacks. No wonder man is impaled on the horns of sexual problems, why Freud saw that sex was so prominent in human life—especially in the neurotic conflicts of his patients. Sex is an inevitable component of man’s confusion over the meaning of his life, a meaning split hopelessly into two realms—symbols (freedom) and body (fate). No wonder, too, that most of us never abandon entirely the early attempts of the child to use the body and its appendages as a fortress or a machine to magically coerce the world. We try to get metaphysical answers out of the body that the body—as a material thing—cannot possibly give. We try to answer the transcendent mystery of creation by experiences in one, partial, physical product of that creation. This is why the mystique of sex is so widely practiced—say, in traditional France—and at the same time is so disillusioning. It is comfortingly infantile in its indulgence and its pleasure, yet so self-defeating of real awareness and growth, if the person is using it to try to answer metaphysical questions. It then becomes a lie about reality, a screen against full consciousness.24 If the adult reduces the problem of life to the area of sexuality, he repeats the fetishization of the child who focusses the problem of the mother upon her genitals. Sex then becomes a screen for terror, a fetishization of full consciousness about the real problem of life.

When we appreciate how natural it is for man to strive to be a hero, how deeply it goes in his evolutionary and organismic constitution, how openly he shows it as a child, then it is all the more curious how ignorant most of us are, consciously, of what we really want and need. In our culture anyway, especially in modern times, the heroic seems too big for us, or we too small for it. Tell a young man that he is entitled to be a hero and he will blush. We disguise our struggle by piling up figures in a bank book to reflect privately our sense of heroic worth. Or by having only a little better home in the neighborhood, a bigger car, brighter children. But underneath throbs the ache of cosmic specialness, no matter how we mask it in concerns of smaller scope. Occasionally someone admits that he takes his heroism seriously, which gives most of us a chill, as did U.S. Congressman Mendel Rivers, who fed appropriations to the military machine and said he was the most powerful man since Julius Caesar. We may shudder at the crassness of earthly heroism, of both Caesar and his imitators, but the fault is not theirs, it is in the way society sets up its hero system and in the people it allows to fill its roles. The urge to heroism is natural, and to admit it honest. For everyone to admit it would probably release such pent-up force as to be devastating to societies as they now are. The fact is that this is what society is and always has been: a symbolic action system, a structure of statuses and roles, customs and rules for behavior, designed to serve as a vehicle for earthly heroism. Each script is somewhat unique, each culture has a different hero system. What the anthropologists call “cultural relativity” is thus really the relativity of hero-systems the world over. But each cultural system is a dramatization of earthly heroics; each system cuts out roles for performances of various degrees of heroism: from the “high” heroism of a Churchill, a Mao, or a Buddha, to the “low” heroism of the coal miner, the peasant, the simple priest; the plain, everyday, earthy heroism wrought by gnarled working hands guiding a family through hunger and disease. It doesn’t matter whether the cultural hero-system is frankly magical, religious, and primitive or secular, scientific, and civilized. It is still a mythical hero-system in which people serve in order to earn a feeling of primary value, of cosmic specialness, of ultimate usefulness to creation, of unshakable meaning. They earn this feeling by carving out a place in nature, by building an edifice that reflects human value: a temple, a cathedral, a totem pole, a sky-scraper, a family that spans three generations. The hope and belief is that the things that man creates in society are of lasting worth and meaning, that they outlive or outshine death and decay, that man and his products count. When Norman O. Brown said that Western society since Newton, no matter how scientific or secular it claims to be, is still as “religious” as any other, this is what he meant: “civilized” society is a hopeful belief and protest that science, money and goods make man count for more than any other animal. In this sense everything that man does is religious and heroic, and yet in danger of being fictitious and fallible. The question that becomes then the most important one that man can put to himself is simply this: how conscious is he of what he is doing to earn his feeling of heroism?

When we appreciate how natural it is for man to strive to be a hero, how deeply it goes in his evolutionary and organismic constitution, how openly he shows it as a child, then it is all the more curious how ignorant most of us are, consciously, of what we really want and need. In our culture anyway, especially in modern times, the heroic seems too big for us, or we too small for it. Tell a young man that he is entitled to be a hero and he will blush. We disguise our struggle by piling up figures in a bank book to reflect privately our sense of heroic worth. Or by having only a little better home in the neighborhood, a bigger car, brighter children. But underneath throbs the ache of cosmic specialness, no matter how we mask it in concerns of smaller scope. Occasionally someone admits that he takes his heroism seriously, which gives most of us a chill, as did U.S. Congressman Mendel Rivers, who fed appropriations to the military machine and said he was the most powerful man since Julius Caesar. We may shudder at the crassness of earthly heroism, of both Caesar and his imitators, but the fault is not theirs, it is in the way society sets up its hero system and in the people it allows to fill its roles. The urge to heroism is natural, and to admit it honest. For everyone to admit it would probably release such pent-up force as to be devastating to societies as they now are. The fact is that this is what society is and always has been: a symbolic action system, a structure of statuses and roles, customs and rules for behavior, designed to serve as a vehicle for earthly heroism. Each script is somewhat unique, each culture has a different hero system. What the anthropologists call “cultural relativity” is thus really the relativity of hero-systems the world over. But each cultural system is a dramatization of earthly heroics; each system cuts out roles for performances of various degrees of heroism: from the “high” heroism of a Churchill, a Mao, or a Buddha, to the “low” heroism of the coal miner, the peasant, the simple priest; the plain, everyday, earthy heroism wrought by gnarled working hands guiding a family through hunger and disease.

The Role of Logo Design in Creating Brand Emotion

Author: Aslı Biricik

Publisher: İzmir Institute of Technology (2006)

Visually, attractive packaging using bright colours and clean designs mesmerises people, captivating them and enhancing their brand relationship. Unmistakable Absolut 14 Vodka, Apple iMac, and Gillette razors are brands that are focused on constantly introducing the fresh shapes and sensory experiences that consumers appreciate. 'Colour is a sensation and not a substance.' (Friedman 1947) And sensation runs within us, unlike products that run without. Products that transform into appealing sensations are the ones that win. Every emotional branding strategy must consider the effect (or the absence) colours will have on the brand. Colour is about conveying crucial information to consumers. “Colours trigger very specific responses in the central nervous system and celebral cortex. Once they affect the celebral cortex, colours can activate thoughts, memories, and particular modes of perception. This arousal prompts an increase in consumers’ ability to process information.” (Gobé 2001) Properly chosen colours obtain a more accurate understanding of the brand and provide consumers a better recall of the brand. The effect of colours arises both from cultural connections and physiology, and these influences are enforced by one another. Colours with long wavelengths are arousing. Red is the most stimulating colour that will attract the eye faster than any other. Colours with short wavelengths are soothing. Blue actually lowers blood pressure, pulse, and respiration rates. Yellow is in the middle of wavelengths detectable by the human eye. Therefore it is the brightest and easily attracts attention. This is the original reason for making the Yellow Pages yellow. Colour often sets the mood of a brand through logos and packaging. Generally, it is desirable to select a colour that is easily associated with the product. For example John Deere uses green for its tractors. Green implies nature. IBM has a solid blue that communicates stability and reliability. However as Al Ries and Jack Trout note in The 22 Immutable Laws of Branding, “it is more important to create a separate brand identity than it is to use the right symbolic colour. Hertz, the first car-rental brand, picked yellow. So Avis, the second brand, picked red. National went with green.” (Ries and Trout 1998) The role colour choice can play in brand identity is not to be underestimated. Colours can demand attention, provoke responses. An orange, translucent, curvaceous iMac screams, “fun” and “different”. Contrast that with a typical, gray, rectangular desktop that communicates a “utilitarian” and “standard” identity. Neither computer is necessarily functionally superior, but the iMac is distinguished. It is an emotional brand.

To Have or to Be?

Author: Erich Fromm

Publisher: Continuum Impacts (2005)