ALDOUS HUXLEY (Brave New World Revisited). (1964, CHATTO and WINDUS, p. 75, LONDON)
Publié le 07/02/2012
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The task of the commercial propagandist in a democracy is in some ways easier and in some ways more difficult than that of a political propagandist employed by an established dictator or a dictator in the making. lt is easier in as much as almost everyone starts out with a prejudice in favour of beer, cigarettes, and refrigerators, whereas almost nobody starts out with a prejudice in favour of tyrants. lt is more difficult in as much as the commercial propagandist is not permitted, by the rules of his particular game, to appeal to the more savage instincts of his public. The advertiser of dairy products would dearly love to tell his readers and Iisteners that ali their troubles are caused by the machinations of a gang of godless international margarine manufacturers, and that it is their patriotic duty to march out and born the oppressors' factories....
«
these violent words with even more violent gestures.
He would
yell, he would scream, his veins would swell, his face would
turn purple.
Strong emotion (as every actor and dramatist
Jmows) is in the highest degree contagious.
Infected by the
malignant frenzy
of the orator, the audience would groan and
sob and scream
in an orgy of uninhibited passion.
And these
orgies were so enjoyable that most
of those who bad experienced
them eagerly came for more.
Almost ali
of us long for (l)
peace and freedom; but very few of us have rouch enthusiasm
for the thoughts, feelings and actions that make for peace and
freedom.
Conversely, almost nobody wants war and tyranny;
but a great many people
find an intense pleasure in the
thoughts, feelings and
· actions that make for war and
tyranny.
These thoughts, feelings and actions are too dangerous
to
be exploited for commercial purposes.
Accepting this
handicap, the advertising man must do the best he cao with the
Jess intoxicating emotions, the quieter forms of irrationality.
ALDOUS HUXLEY (Brave New World Revisited).
(1964,
CHATTO and WINDUS, p.
75, LONDON).
( 1) to long for: to desire eagerly.
1.
Commentaire dirigé
1) Do you think that the tasks of a commercial propagandist
can be compared
to those of a political propagandist?
What qualities are required to be an advertising man?
2) Give your own opinion about advertising:
What do
·y ou like-and dislike-in it?
Is it
agame, as Huxley says?
What do you expect from it?
3) Discuss the paradox of people both longing for peace
and freedom and finding pleasure in the feelings and actions
which make for war and tyranny.
Give examples.
2.
Version
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