1913issue6online

182 ELEMENTS OF BLANK You’re not selling the product, you’re selling commitment. * Somehow we know that the cover girl has just lifted her head, looked into the lens by accident. Her light eyes are those of a lion raising its head from a carcass. (Her tousled blond hair reinforces this effect.) A moment ago, it seems, she was absorbed in something all-consuming, draining. Clearly, her gaze only appears to take us in. * Get them to opt out of what’s available apart from the experience of our product. * To take a flight is to make a decision which can’t be rescinded. That in itself is enough to inspire fear. But it isn’t wise to show weakness. Now our fate is bound by momentum to that of the people around us, people we did not choose, would not have chosen. We await the beverage tray. When it comes, we will once again have a number of options.

1913issue6online

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