Namtar & Apep

The nightly slaying of Apep continues.
Apep is alive and thriving in the modern world, in the form of advertising. To use a quote: "capitalism's debris is advertising... it replaces thinking, often an uncertain process, with conviction by spectacle...tv vs education..."
" Set's other enemy is the demon of mindless chaos, Apep. Set is said to slay this creature every night just before dawn. This symbolises overcoming self-doubt and delusion, of acting at the times of greatest despair, or not being lulled to sleep by the powerful self hypnotising engines of mankind."
Apep in the form of advertising, is further confirmed for me, when I look at the Book of the Dead; Spell 7-For passing by the dangerous coil of Apep- O you waxen one who take by robbery and who live on the inert ones, I will not be inert for you, I will not be weak for you, your poison shall not enter into my members.
Spell 99 ptIII Spell to provide a boat to cross the celestial river; O Lord of Red Cloth, who is mighty through joy; O Lord of Storm, the Male who navigates; O You who navigate over this sandbank of Apep;...O You who are in charge of the mysterious ferry-boat, who ward off Apep,....in order to escape from that evil land in which the stars fall upside down upon their faces and are unable to rise themselves up. (Gods of all varieties lost in the devotion to earthly money?) And yet more obscurely! Spell 88- for being transformed into a snake (immortality?) I am a long-lived snake; I pass the night and am reborn every day (you wake with the same knowledge you had on falling asleep, though it was locked from you during that time- in large part!?). I am a snake which is in the limits of the earth; I pass the night and am reborn, renewed and rejuvenated every day.
I've tried to eliminate as much as possible, all forms of advertising from my world, but outside of the world of the total recluse, this is impossible. I used not to have T.V or commercial radio, I don't buy magazines or newspapers, having said that, I do get some reference journals, but these tend to have less advertising and it tends to be limited to specialist adverts, which are easier to eliminate from the mind than, for example, T.V ads. Even though I tend to avoid supermarkets, in favour of small shops, and grow everthing else, even small grocers stores are packed with shelf upon shelf of advertising! And as for junk mail....
Television is the most obvious and insidious form of advertising, with the adverts themselves being multi-faceted in their psychological approaches. For example;
The Technological Advert- high tech format, bright lights, futuristic. Statement it makes; This is the product of the future, advancement and achievement. Don't be caught in the Dark Ages.
The Funny Advert- causes anything from a slight grin, to tears streaming hysterics, at the absurdity and surreality of the ad. Statement it makes; You Will associate this product with happiness.
The Family Advert- family scenario, product involved centrally. Statement; Your family is disfunctional because you DON'T buy this product.
The Smart-Alec's Advert- you have to figure out what is happening in this jumble of images, and often what product is being advertised too. Statement; You will associate this product with feeling clever and smug.
The Cartoon Advert- by complete contrast to the above, this ad personalises the product. Statement; We know we're aiming at a really 'limited' audience here, but why not buy the product and have your own little friend?
The Romance/Sex Advert- blatantly associates the product with an available partner for sex/commitment, depending on the gender of the target audience. Statement; Want some? Buy this?
The Seasonal Advert- associates product with festive seasons in blatant brainwashing. Statement; You must buy a sqwurgledethoop, xmas wouldn't be xmas without it. After all, before the nineteenth centuary, the xmas tree was unheard of in the U.K.
The Pet/Child Advert- images of pets/children. Statement; doesn't your pet/child deserve this product? Are you a bad parent?
The Film Advert- scaled down version of popular film with product incorporated. Statement; You enjoyed the film, now buy the slippers. Guaranteed to make your life more exciting.
The Shout Advert- giant sale slogans, and lots of shouting. Statement; Are you stupid? Don't you care about saving money? Look how cheap this is, buy it now.
Advertising executives call on research papers when trying to decide which form of advertising will best sell their product, studying psychologists reports to help in their dilemma.
McGuire (1968) found that if the viewer is intelligent and receptive, the implicit messages of subtle 'you work it out' type advertising would be effective.
Hovland and Mandell (1952) found that if the viewer is of low intelligence and motivation they would probably respond better to the explicit 'shout' type technique.
Janis and Feshbach (1953) found that frightening people into buying a product by showing them what will happen if they don't e.g. tooth decay, showed a relatively low success rate. Although people accept the frightening information and retain it, fear actually seems to inhibit them from doing anything about it.
Harris and Jellison (1971) found that if the fear message is accompanied by detailed descriptions of how to combat the problem, and is presented in a reassuring way, the advertising will probably be successful.
Sistrunk and McDavid (1971) found that men are easily influenced in areas considered to be female domain, and women are more easily influenced in male domain areas. Viewers with a high self-esteem are less easily influenced than those with a low self-esteem.
How much of today's society is built on advertising? What isn't for sale? Television advertisements must accept a great deal of the responsibility for the role conditioning that goes on in our society today. Ideal men, women, children, families and even pets, are set up on mental pedestals for the masses, by today's media. Perhaps this is a subtle way of ensuring that everyone gradually falls into the low self-esteem group, as they fail to attain the perfect whatever; thus becoming particularly susceptable to advertising in its many guises.
Slay Apep nightly from your mind!







Slaying Apep The nightly slaying of Apep continues. Apep is alive and thriving in the modern world, in the form of advertising. To use a quote: "capitalism's debris is advertising... it replaces thinking, often an uncertain process, with conviction by spectacle...tv vs education..." " Set's other enemy is the demon of mindless chaos, Apep. Set is said to slay this creature every night just before dawn. This symbolises overcoming self-doubt and delusion, of acting at the times of greatest despair, or not being lulled to sleep by the powerful self hypnotising engines of mankind." Apep in the form of advertising, is further confirmed for me, when I look at the Book of the Dead; Spell 7-For passing by the dangerous coil of Apep- O you waxen one who take by robbery and who live on the inert ones, I will not be inert for you, I will not be weak for you, your poison shall not enter into my members. Spell 99 ptIII Spell to provide a boat to cross the celestial river; O Lord of Red Cloth, who is mighty through joy; O Lord of Storm, the Male who navigates; O You who navigate over this sandbank of Apep;...O You who are in charge of the mysterious ferry-boat, who ward off Apep,....in order to escape from that evil land in which the stars fall upside down upon their faces and are unable to rise themselves up. (Gods of all varieties lost in the devotion to earthly money?) And yet more obscurely! Spell 88- for being transformed into a snake (immortality?) I am a long-lived snake; I pass the night and am reborn every day (you wake with the same knowledge you had on falling asleep, though it was locked from you during that time- in large part!?). I am a snake which is in the limits of the earth; I pass the night and am reborn, renewed and rejuvenated every day. I've tried to eliminate as much as possible, all forms of advertising from my world, but outside of the world of the total recluse, this is impossible. I used not to have T.V or commercial radio, I don't buy magazines or newspapers, having said that, I do get some reference journals, but these tend to have less advertising and it tends to be limited to specialist adverts, which are easier to eliminate from the mind than, for example, T.V ads. Even though I tend to avoid supermarkets, in favour of small shops, and grow everthing else, even small grocers stores are packed with shelf upon shelf of advertising! And as for junk mail.... Television is the most obvious and insidious form of advertising, with the adverts themselves being multi-faceted in their psychological approaches. For example; The Technological Advert- high tech format, bright lights, futuristic. Statement it makes; This is the product of the future, advancement and achievement. Don't be caught in the Dark Ages. The Funny Advert- causes anything from a slight grin, to tears streaming hysterics, at the absurdity and surreality of the ad. Statement it makes; You Will associate this product with happiness. The Family Advert- family scenario, product involved centrally. Statement; Your family is disfunctional because you DON'T buy this product. The Smart-Alec's Advert- you have to figure out what is happening in this jumble of images, and often what product is being advertised too. Statement; You will associate this product with feeling clever and smug. The Cartoon Advert- by complete contrast to the above, this ad personalises the product. Statement; We know we're aiming at a really 'limited' audience here, but why not buy the product and have your own little friend? The Romance/Sex Advert- blatantly associates the product with an available partner for sex/commitment, depending on the gender of the target audience. Statement; Want some? Buy this? The Seasonal Advert- associates product with festive seasons in blatant brainwashing. Statement; You must buy a sqwurgledethoop, xmas wouldn't be xmas without it. After all, before the nineteenth centuary, the xmas tree was unheard of in the U.K. The Pet/Child Advert- images of pets/children. Statement; doesn't your pet/child deserve this product? Are you a bad parent? The Film Advert- scaled down version of popular film with product incorporated. Statement; You enjoyed the film, now buy the slippers. Guaranteed to make your life more exciting. The Shout Advert- giant sale slogans, and lots of shouting. Statement; Are you stupid? Don't you care about saving money? Look how cheap this is, buy it now. Advertising executives call on research papers when trying to decide which form of advertising will best sell their product, studying psychologists reports to help in their dilemma. McGuire (1968) found that if the viewer is intelligent and receptive, the implicit messages of subtle 'you work it out' type advertising would be effective. Hovland and Mandell (1952) found that if the viewer is of low intelligence and motivation they would probably respond better to the explicit 'shout' type technique. Janis and Feshbach (1953) found that frightening people into buying a product by showing them what will happen if they don't e.g. tooth decay, showed a relatively low success rate. Although people accept the frightening information and retain it, fear actually seems to inhibit them from doing anything about it. Harris and Jellison (1971) found that if the fear message is accompanied by detailed descriptions of how to combat the problem, and is presented in a reassuring way, the advertising will probably be successful. Sistrunk and McDavid (1971) found that men are easily influenced in areas considered to be female domain, and women are more easily influenced in male domain areas. Viewers with a high self-esteem are less easily influenced than those with a low self-esteem. How much of today's society is built on advertising? What isn't for sale? Television advertisements must accept a great deal of the responsibility for the role conditioning that goes on in our society today. Ideal men, women, children, families and even pets, are set up on mental pedestals for the masses, by today's media. Perhaps this is a subtle way of ensuring that everyone gradually falls into the low self-esteem group, as they fail to attain the perfect whatever; thus becoming particularly susceptable to advertising in its many guises. Slay Apep nightly from your mind!