The masters, whether they be priests or kings or capitalists, when they want to exploit you, the first thing they have to do is demoralize you, and they demoralize you very simply by kicking you in the nuts. This is how it’s done. Nobody is going to read any advertising copy if he is what the Reichians call orgastically potent. This is a principle of the advertising copy writer, that he must stir up discontent in the family. Modern American advertising is aimed at the woman, who is, if not always the buyer at least the pesterer, and it is designed to create sexual discontent.
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... with the adult, the young married couple, which is the object of almost all advertising, the copy is pitched to stir up insatiable sexual discontent. It provides pictures of women who never existed. A guy gets in bed with his wife and she isn’t like that and so he is discontented all the time and is therefore fit material for exploitation.
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