The Economy
Now that you have examined a number of texts focusing on economics, explore one dimension of this topic by synthesizing your own ideas and those in the readings. You might want to do more research or use readings from other classes as you prepare for the following assignments.
Effective rational propaganda becomes possible only when there is a clear understanding, on the part of all concerned, of the nature of symbols and of their relations to the things and events symbolized. Irrational propaganda depends for its effectiveness on the general failure to understand the nature of symbols. Simple-minded people tend to equate the symbol with what it stands for, to attribute to things and events some of the qualities expressed by the words in terms of which the propagandist has chosen, for his own purposes, to talk about them. Consider a simple example. Most cosmetics are made of lanolin, which is a mixture of purified wool fat and water beaten up into an emulsion. This emulsion has many valuable properties: it penetrates the skin, it does not become rancid, it is mildly antiseptic and so forth. But the commercial propagandists do not speak about the genuine virtues of the emulsion. They give it some picturesquely voluptuous name, talk ecstatically and misleadingly about feminine beauty and show pictures of gorgeous blondes nourishing their tissues with skin food. “The cosmetic manufacturers,” one of their number has written, “are not selling lanolin, they are selling hope.” For this hope, this fraudulent implication of a promise that they will be transfigured, women will pay ten or twenty times the value of the emulsion which the propagandists have so skillfully related, by means of misleading symbols, to a deep-seated and almost universal feminine wish—the wish to be more attractive to members of the opposite sex. The principles underlying this kind of propaganda are extremely simple. Find some common desire, some widespread unconscious fear or anxiety; think out some way to relate this wish or fear to the product you have to sell; then build a bridge of verbal or pictorial symbols over which your customer can pass from fact to compensatory dream, and from the dream to the illusion that your product, when purchased, will make the dream come true. “We no longer buy oranges, we buy vitality. We do not buy just an auto, we buy prestige.” And so with all the rest. In toothpaste, for example, we buy, not a mere cleanser and antiseptic, but release from the fear of being sexually repulsive. In vodka and whisky we are not buying a protoplasmic poison which, in small doses, may depress the nervous system in a psychologically valuable way; we are buying friendliness and good fellowship, the warmth of Dingley Dell and the brilliance of the Mermaid Tavern. With our laxatives we buy the health of a Greek god, the radiance of one of Diana’s nymphs. With the monthly best seller we acquire culture, the envy of our less literate neighbors and the respect of the sophisticated. In every case the motivation analyst has found some deep-seated wish or fear, whose energy can be used to move the customer to part with cash and so, indirectly, to turn the wheels of industry. Stored in the minds and bodies of countless individuals, this potential energy is released by, and transmitted along, a line of symbols carefully laid out so as to bypass rationality and obscure the real issue.
The real price of everything, what everything is really worth to the man who has acquired it, and who wants to dispose of it or exchange for something else, is the toil and trouble which it can save for himself, and which it can impose on other people.
—Adam Smith, The Wealth of Nations, 1776
If it is asserted that civilization is a real advance on the condition of man,—and I think that it is, though only the wise improve their advantages,—it must be shown that it has produced better dwellings without making them more costly; and the cost of a thing is the amount of what I will call life which is required to be exchanged for it, immediately or in the long run.
—Henry David Thoreau, Walden, 1854
Never work just for money or for power. They won’t save your soul or help you sleep at night.
—Marian Wright Edelman
Work for something because it is good, not just because it stands a chance to succeed.
—Vaclav Havel
There is no way of keeping profits up but by keeping wages down.
—David Ricardo
Every man is rich or poor according to the degree to which he can afford the necessaries, conveniences, and amusements of human life.
—Adam Smith
It is easier for a camel to pass through the eye of a needle, than for a rich man to enter into the kingdom of God.
—Matthew 19:24
Capital is dead labor that, vampire-like, lives only by sucking living labor, and lives the more, the more labor it sucks.
—Karl Marx
I am opposed to millionaires, but it would be dangerous to offer me the position.
—Mark Twain
I’d like to live as a poor man with lots of money.
—Pablo Picasso