10 June 2004


The callow triumph of advertising has been to create myths of need. Reconfiguring modes of thinking in such ways that what was once previously unthought becomes thought, creating new needs.

We do not need anything that we do not know that we need. There are no exceptions to this rule.

When a salesman or advertisements informs you that you need something, they are wrong. The truth is that we don't really NEED ANYTHING besides food, water, and shelter, but that simplicity has been trumped by myths of consumption and progress, so forget about that. (to be continued)

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