The Way to Truth: The Lamb or the Tyger?
The Ancient of Days over Bikini Atoll, where America exploded a massive hydrogen bomb in 1954. It was a thousand times more powerful than the atomic bomb dropped on Hiroshima. On witnessing the first detonation of a nuclear weapon on July 16, 1945, a piece of Hindu scripture ran through the mind of scientist Robert Oppenheimer: “Now I am become Death, the destroyer of worlds”
Introduction: Blake and Bertrand Russell
Entrance to the rooms Russell occupied as a Fellow of Trinity College, Cambridge University, where he first heard the sound of Blake’s Tyger.
In the first volume of his autobiography, Nobel Prize laureate Bertrand Russell recalled being stopped dead in his tracks while trying to descend a staircase in Trinity College Cambridge by his friend Crompton reciting Blake’s poem The Tyger. He wrote:
One of my earliest memories of Crompton is of meeting him in the darkest part of a winding College staircase and his suddenly quoting, without any previous word, the whole of “Tyger, Tyger, burning bright.” I had never, till that moment, heard of Blake, and the poem affected me so much that I came dizzy and had to lean against the wall.
The encounter with Blake’s Tyger seems to have made a lasting impression on the mathematician and philosopher. Russell returned to him again in his 1918 essay Mysticism and Logic, where he suggested that the search for truth could be reached both through hard science and pure speculation. In the essay Russell contrasts two “great men,” Enlightenment philosopher David Hume, whose “scientific impulse reigns quite unchecked,” and poet William Blake, in whom “a strong hostility to science co-exists with profound mystic insight.” It’s interesting that Russell chooses Blake for an example.
Jung, Magic, and the Manipulation of Eros: How Capitalism Controls Us
Bernay’s classic work, Propaganda (1928) explored the psychology behind manipulating masses and the ability to use symbolic action and propaganda to influence politics and effect social change. Bernays’ thesis is that “invisible” people who create knowledge and propaganda rule over the masses, with a monopoly on the power to shape thoughts, values, and citizen response. “Engineering consent” of the masses, he argued, would be vital for the survival of capitalism.
In this post we explore how the psychology of Carl Gustav Jung and Sigmund Freud’s psychoanalysis have been used by the marketplace to transform products into magical brands that we subconsciously connect with.
What (Freud’s nephew) Edward Bernays and his fellow marketers did was to introduce eros to the marketplace and to explore a new technique to infuse products with its energy. Products started to transmute into pseudo-symbols when charged with psyche, libido, emotional appeal, and the promise to still the desires constantly stirring within the consumer’s unconscious.
Influenced by the insights of psychoanalysis, a new method of marketing was born, one that would reshape the field of advertising and form a psychological framework for the industry that today is referred to as branding.
The word brand derives from Old Norse, a Viking language spoken in Scandinavia until the fifteenth century. Brandr meant ‘to burn’. Later in history, the word came to identify the process of marking cattle, criminals, and slaves using a hot iron, a precursor to the logo.
Brands today are more than mirrors for our unspoken, often unconscious, psychological wants and desires.