war
"War thoughts again. I think back to the business cards from that health shop earlier on. I think about miniature wars that individuals fight all the time. They fight against cellulite, or negative emotions, or addictions, or stress. I think about how we can now hire all different sorts of mercenaries to help us fight against ourselves. Therapists, manicurists, hairdressers, personal trainers, life coaches. But what's it all for? What do all these little wars achieve? Although it is a part of my life too, and I want to be thin and pretty and not laughed at in the street and not so stressed and mad that I start screaming on the tube, it suddenly seems a little bit ridiculous. All the time we do these things we are trying to enlist ourselves into a bigger war. We are trying to join up, constantly, with the enemy.
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Hitler tried to impose his shiny, blonde, neat, sparkling world on us all and we resisted. So how is it that when McDonald's and Disney and The Gap and L'Oreal and all the others try to do the same thing we all just say, "OK"? Hitler needed marketing, that's all. His propaganda was, of course, brilliant for its time, everyone knows that. What a great idea, to make people feel that they belong to something, that their identity makes them special. If Hilter had bee able to enlist a twenty-first-century marketing department, would he have been able to sell Nazism to everyone? Why not? You can just see a beautiful, thin woman with her long blonde hair moving softly in the breezes, and the tagline "Because I'm worth it"."
- Scarlett Thomas, PopCo.
