Primitive London Page #4

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belonging to no group

because they are unaware of themselves

as members of any society.

They dissipate their identity

in complete passivity.

(MACHINE DINGING)

They become reduced

to human adjuncts of a machine.

And the machine's flashing lights

lend an air of action, of doing something,

a sedative to cover an attitude

of cynical indifference.

(DINGING)

(CLANKING)

And there are adult activities which display

a curious mixture of all these elements.

- Good morning, Charles.

- Morning, Larry.

- Good morning, Basil.

- Oh, morning.

Oh, under the weather.

You haven't taken your fizzy health drink

this morning.

- He was on the booze last night.

- I understand.

- Well, what's on this morning?

- Now, let's see, just one job. Five words.

- We should be finished in an hour.

- I'll bet.

- Mac.

- Morning, all, what's the job?

Well, we were just talking about you.

Now, I'll show you,

this is the original storyline.

I see. All right, now. "The...

"The customer enters supermarket,

passes coffee display, stops, moves back,

"moves hand towards Brand A,

stops, and then..."

That's been scrubbed, Mac.

The sponsor thought that...

Even to show Brand A being considered

would be wrong.

- Right. How did you know?

- So?

So then the customer is going to see

a display of our product.

- Now that's been scrubbed.

- You're right.

The sponsor didn't feel that that shows

that our product beats all the others.

- So?

- So, now we have the customer

entering the grocery store

and asking advice about the best coffee.

Don't tell me. And the grocer,

a nice, friendly old man

who acts like everybody's favourite uncle,

looks wise, points to a sign which reads,

guess what?

"Seor Coffee is real good."

- Mac, you must have written the script.

- And that's been scrubbed.

Oh, let's say it's been altered a little,

but the punchline remains the same.

All right. Well, now,

what sort of voice would you like?

I was thinking of something like...

Like this, perhaps.

(IN BURLY TONE)

"Seor Coffee is real good."

Or perhaps...

(IN MEXICAN ACCENT)

"Seor Coffee, it is really good."

Or...

(IN RASPY VOICE)

"Seor Coffee, it is real good."

Very good, Mac. Very good.

But now, the agency just wants a soft sell,

a nice, easy reading.

Ah, I see, you mean, like...

(IN NORMAL TONE)

Seor Coffee is real good.

That's fine. Now, we should be

finished in 30 minutes.

Wanna bet?

(SIGHING)

(HORN TOOTING)

NARRATOR:
The 20th century has

its own particular booby trap.

The synthetic.

We deal in synthetic emotion,

synthetic music,

ready-made opinions

and hand-me-down philosophy.

In this school, girls are taught

the technique of the striptease dancer.

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