
Sarah Pochin’s remarks about the predominance of ethnic minorities among models used in advertising have poked many a hornets’ nest.
Some people were appalled, some mildly irritated, some jubilant, but all agreed that advertising is generally a Left-wing industry. Empirical observation confirms that view: I can count on the fingers of one hand all the conservatives I met during my 30 years in the business on both sides of the Atlantic.
In general, it’s hard to deny that some professions attract certain human types. For example, one doesn’t have to read reams of research to agree that more homosexuals are to be found among interior designers than among bridge designers, or among Chelsea drivers of Priuses than among Cockney drivers of taxis.
In that vein, a search for political conservatives is unlikely to be rewarded among advertising executives. This sounds incongruous. After all, advertising is the cutting edge of capitalist competition, with brands fighting for market share like alley cats killing one another for morsels of food. So what is it about the business that attracts Lefties?
Fundamentally, both Left-wing politicians and admen see their task as replacing actual reality with the virtual kind. Socialists don’t care how the real world works and what motivates real people.
They treat people not as individuals but as a faceless, amorphous crowd moved around by spoken or unspoken commands. The commands may be semantic or semiotic, and they can be perceived and obeyed only in virtual reality.
Real people just want to get on with their lives, work hard, use their earnings to create a decent life for their families. Those who have spiritual and cultural interests want to have the freedom and leisure time to pursue them. Every now and then they want to have a good time on holiday.
This is the actual reality that socialists seek to pervert and replace with the virtual kind. They invite real people to play a virtual game, that of politics. Politicians are after increasing their own power, and they see power as a zero sum game. The more of it the people have, the less is left for the politicians.
Hence they replace governance with politicking, and the reality of people’s lives with a parallel universe in which politicians lie through their teeth, while communicating semiotically that this is how the game ought to be played. They pretend to be telling the truth, people pretend to believe them, and before long the tissue of lies is woven into the fabric of polity.
The rules of the game preclude the people from using their reason. Should they do so, they’d see that there is nothing noble about the state extorting half of what they earn, then squandering most of the money on what politicians call services but what is in fact their own self-service.
Most causes portrayed as virtuous and essential reside in the virtual world and have nothing to do with reality. Allowing half the population not to work, destroying the economy in the name of unscientific nonsense about energy, nationalising this or that with the inevitable loss of performance, degrading the language by issuing idiotically tyrannical diktats – if most people gave themselves the trouble of thinking about any of this, they’d take to the streets, driving politicians out of their niche in virtual reality.
But decades of indoctrination have befuddled people’s minds so much that they are prepared to accept make-believe as real and even assign a high moral value to it. Yes, they are treated like a herd of livestock, but they are proud livestock. Things may be a little hard at the moment, but on balance their virtual reality is beautiful and virtuous.
Virtual has become the new virtuous – all the old certitudes have been inverted, all traditions stamped into the dirt, old vices turned into new virtues and vice versa.
Left-wing politicians keep coming up with desemanticised verbal stimuli best suited to tethering the populace inside virtual reality. Modern politics is neither democratic nor autocratic. It’s glossocratic, with the virtuality of meaningless words replacing the actuality of meaningful life.
This is an exact equivalent of advertising with its brand building, except that politicians play games with people’s lives and admen only with people’s money.
Advertising also creates a virtual world, hiding the striking similarity among various products behind their ‘brand personalities’. A product, such as toothpaste, is real life; a brand, virtual reality. This is a game that advertisers play for financial gain and the people agree to take part in it, provided the advertisers play the virtual game by the virtual rules.
Thus a pub crawler selects a brand of lager not because he truly believes that by doing so he appears more intelligent to his friends, but because he is satisfied that the marketers of the brand have activated the correct mechanisms of glossocratic response.
All such mechanisms can be grouped according to which of the seven deadly sins they glamorise. The appeal of modern virtual reality isn’t so much modern in any true sense as downright atavistic.
Lust, for example, has been shown to be particularly effective for the marketers of personal-hygiene products, underwear, cosmetics and cars. This appeal has become a self-fulfilling prophecy, which is a sine qua non for closing the glossocratic loop.
Thus a belief that some car brands have a strong ‘pulling’ power has been communicated to the men directly, and to the women vicariously. Men expect, and their women accept, that the thrust generated by a powerful engine will reflect or perhaps even enhance the sexual potency of the chap who drives a car thus equipped.
What matters isn’t semantics but semiotics; not substance but form; not reality but make-believe. Similarly, modern politics has practically nothing to do with reality, which is reflected in the nebulousness of the words that convey political concepts.
If even the names of the parties mean nothing in any of the leading democracies, then it’s little wonder that the modern political process almost entirely by-passes reason, in whose name it was devised in the first place.
You can see now why both purveyors of unreality, socialist politicians (which is to say most modern ones) and admen, are kindred spirits, and why both types easily float from one field to the other. They even use the same tools of the trade.
Market research is their shared treasure, invented by politicians, perfected by admen. They put together focus groups to identify the semiotic actuators of the basic, not to say base, response mechanisms.
The electorate is, after all, like a market: short on memory, long on the desire to see the glossocratic game played by the rules. And veracity isn’t one of them. Thus, when a politician promises to look after the least fortunate, only the most backward voters expect him to do so.
Most of the politicians and voters couldn’t care less about the poor. But voters have been trained not to plug themselves into the glossocratic loop until they hear the right words, the eenie-meenie-miny-mo of wokery but without the politically incorrect brutality towards a person of Afro-Caribbean descent.
Similarly, when advertising expertly tweaks the consumers’ naughty bits, the people will agree to be brainwashed in the spirit of this or that brand’s unmatched personality.
Their reason remains anchored in the real world, one in which no brand of deodorant or car will make a user more attractive to the opposite sex. But advertising picks them up by the scruff of the neck and plonks them into the virtual reality they are brainwashed to accept as real.
These are some of the reasons both modern (which is to say predominantly socialist) politics and advertising attract similar human types – and why other types feel increasingly uncomfortable in both fields. They watch real life longingly as it vanishes into the fog of glossocracy.








