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Advertising and marketing have advanced the ideological interlocking of codes with the consciousness of the every day consumer through product names as "Du darfst" (You may) or "Nimm zwei" (Take two). Cheerful post-behaviorism as self-service for the automated consumer. "Everyone according to his needs" changed from the libertarian slogan to the religious meta-concept of the late capitalistic supermarket's world of goods and the salvation army of positive thinking. In the preconscious stimulus response of the socially stressed primates, a hit fits like fleeing instead of standing firm to an exploding fast-food restaurant.