To be completely objective we must say:All men are mortal.Lionel Samaratunga's son is a man.Therefore Lionel Samaratunga's son is mortal.So stated, it is quite generally true, and is the concern of no-one in particular. It is so generally true that it would serve in a textbook of logic as an example of a syllogism in Barbara (though usually, instead of Lionel Samaratunga's son, it is Socrates whose mortality is logically demonstrated).But how many students of logic are going to shed tears when they read that Lionel Samaratunga's son is destined to die? How many have so much as heard of Lionel Samaratunga, let alone of his son? (And anyway, how many students of logic shed a tear even over the death of Socrates, of whom they may perhaps have heard?) But if you were to come across this syllogism unexpectedly, it is not impossible that you might feel emotionally moved (as perhaps at this very moment you may be feeling a little uncomfortable at my having chosen an example so near home). And why should this be so? Because you are fond of Lionel Samaratunga's son and cannot regard this syllogism in Barbara, which speaks of his mortality, quite so objectively as a student of logic. In other words, as soon as feeling comes in at the door objectivity flies out the window. Feeling, being private and not public, is subjective and not objective.And the Buddha has said (A. III,61: i,176) that it is 'to one who feels' that he teaches the Four Noble Truths. So, then, the Dhamma must essentially refer to a subjective aniccatā—i.e. one that entails dukkha—and not, in any fundamental sense, to an objective aniccatā, which we can leave to students of logic and their professors. (Feeling is not a logical category at all.)
The television commercial has mounted the most serious assault on capitalist ideology since the publication of Das Kapital. To understand why, we must remind ourselves that capitalism, like science and liberal democracy, was an outgrowth of the Enlightenment. Its principal theorists, even its most prosperous practitioners, believed capitalism to be based on the idea that both buyer and seller are sufficiently mature, well informed and reasonable to engage in transactions of mutual self-interest. If greed was taken to be the fuel of the capitalist engine, the surely rationality was the driver. The theory states, in part, that competition in the marketplace requires that the buyer not only knows what is good for him but also what is good. If the seller produces nothing of value, as determined by a rational marketplace, then he loses out. It is the assumption of rationality among buyers that spurs competitors to become winners, and winners to keep on winning. Where it is assumed that a buyer is unable to make rational decisions, laws are passed to invalidate transactions, as, for example, those which prohibit children from making contracts...Of course, the practice of capitalism has its contradictions...But television commercials make hash of it...By substituting images for claims, the pictorial commercial made emotional appeal, not tests of truth, the basis of consumer decisions. The distance between rationality and advertising is now so wide that it is difficult to remember that there once existed a connection between them. Today, on television commercials, propositions are as scarce as unattractive people. The truth or falsity of an advertiser's claim is simply not an issue. A McDonald's commercial, for example, is not a series of testable, logically ordered assertions. It is a drama--a mythology, if you will--of handsome people selling, buying and eating hamburgers, and being driven to near ecstasy by their good fortune. No claim are made, except those the viewer projects onto or infers from the drama. One can like or dislike a television commercial, of course. But one cannot refute it.