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But what irritated me most about the posters in the airport was their slightly bullying manner: one could not answer them back. Granted, one can never answer advertisements back; I can”€™t point out, for example, that Coca-Cola, far from being an aid to a happy social life, is a disgusting gut-rotting concoction of vile color, but at least I can take my revenge by not buying the stuff. In any case, we all know that commercial advertising is not intended as an enquiry after truth: it is in general trying to make us want what we do not need, an endeavor which makes the economic world go round. If consumers suddenly decided that they would buy only what they needed, they would do more damage to the economy than whole skyscrapers full of bankers misappropriating shareholders”€™ funds! 

The problem with the posters in the airport was that they resembled the political propaganda of a totalitarian regime, insinuating what could not be dissented from without some danger or personal inconvenience. I do not mean to say that we now live in such a regime in the most literal sense, that we have already to fear the midnight knock on the door, but rather that the posters contribute to a miasma of untruth, the kind of untruth that is becoming socially dangerous, or at least embarrassing, to point out. For if you do dissent from such a slogan you will be immediately cast into the social Gehenna where the reactionaries are sent, whose cries of outrage can be dismissed merely by virtue of who they are. If you say that science does not need women, you will be taken to mean that you think that women should be confined to children, kitchen, and church, and that you are an advocate of the burqa (though actually I would make it compulsory for young English women in the center of English towns and cities on Friday and Saturday nights, though only for aesthetic, not for moral or religious, reasons).

Not to be able to answer back to perceived untruths: such is the powerlessness that can eventually drive people to espouse the worst causes.