for it.

This advert works harder than the last one at creating a motivational sense of desire via an exciting,
compulsive, throbbing bass line together with a dour, insistent 'beat' poem voice-over with a counter
mechanistic message. I suspect it may also countering by making it a virtue, the throbbing headache
you can get from the drink or asserting the Zen-like quietism the surfer had that a drinker would need
in the midst of the noise and babble of a noisy aggressive pub.

What transfigurations and meta-messages has this potion charmed you with? All of the previous
adverts plus:

*The re-enforcement of universalised dissatisfactions: the desire to stand out from the crowd and the
desire to be a hero,

*Protagonist-viewer identification and tacit universal assertion that; all life is competition and a
frustration and dissatisfaction producer and satisfaction denying, you have to make a sustained effort
to achieve satisfaction through adversity.

*Specific tacit assertions: effort makes you thirsty,

*The means for current goal Satisfaction: Having Guinness will deny all of these non-satisfactions and
lead to immediate satisfaction,

*The means for repeatable goal satisfaction: defeating the taste will give the drinker a universal token
of triumph as a universal (every time) satisfaction.

I have yet to see how they deal with the exorbitant price dissatisfaction associated with the product.

In summary then I am suggesting that the dark arts of the advertisers, spin-doctors, financial advisers
can be countered by conducting an inner dialogue in which you construct first person observation
sentences of the form:

*" The images that I am now seeing have the following characteristics...."

*And asking yourself the questions:

(i) "These images are countering what product dissatisfactions?"

(ii) "These images are countering what personal dissatisfactions?

(iii) "These images are asserting what tacit universals?"

(iv) "What goals are these images asserting I should want to satisfy?"

*Finally identify the agents of promissory value by asking yourself," what product to they want me to
buy in order to achieve these goals and deny these non-satisfactions?"

Formally we can think of these adverts, but not all adverts as having the following logical structure:

*assertion of frustration and dissatisfaction examples; characteristics (initial conditions, premises,
problem identification, motivational arousal),

*assertion of achievable goal; characteristics (terminal condition, conclusion, desired end,
satisfaction)

*assertion of plan, schema and tactics: characteristics (agent of change for the better,
transformational agent, product ownership)

Another defense would be to switch the TV off, but you can also turn the frustrations and
dissatisfactions induced in you from adverts by treating them as a very expensively produced
resource for philosophical analysis from which you can develop and strengthen your own analytical
potions.

Readings:

The Guardian Unlimited

The Working BrainLuria

Word and Object, 'Two Dogmas of Empiricism' Quine

Contemporary Readings in Logical TheoryCopi & Gould

Philosophy of LogicsSusan Haack

How to do things with wordsJ L Austin: Oxford

The Zen Doctrine of No MindD T Suzuki

Harry Potter and The Philosopher's StoneJ K Rawling

Neil Buckland