Animals, Disguised As Men
“Even though you yourself know that you actually are the type who goes straight to the prey, if you remember to behave like the type who makes the prey surrender to him, you will be the one who ‘eats’.”
“Once you have her, having acquired her under false pretenses, the pleasure of having her will be far outweighed by the discomfort of having to continue to be someone you’re not (ie: someone who never acts disingenuously). And even keeping her won’t be possible since, eventually, the nature of your consciousness will demand consistency between your inner thoughts and your outward behavior – causing her to discover that you were lying to her from the very beginning. That you don’t necessarily do what you do simply because you want to do it.
“In addition, she will tell others to that you are untrustworthy – making it impossible even to acquire the type of “prey” which would find who you actually are desirable, since they cannot be sure that you actually are who you actually are.”
Why is this commercial – despite it’s obviously bad, self-defeating advice – expected to appeal to people? The answer is that everyone “knows” that genuine values are impossible (which is an understandable subconscious conviction to hold given the ubiquity of factors that do make genuine values in many aspects of life impossible, and make acquiring them much more arduous in virtually all others). It is comforting to have that secret conviction subtly confirmed. It allows the viewer to not only believe that he is not the only one with this bleak view of existence, but it also allows him to tell himself that it is okay to have it. Why? Because while he had previously thought (read: hoped) that it perhaps only pertained to less personal values (eg: enjoying one’s work, being actually proud of one’s selected style of home/car/dress), to discover that it goes all the way down into something as intimate as romantic “love” excuses the guilt he feels for the emptiness that he has allowed into his soul.
Men with emptied out souls – and with a defeated desire to refill them – are perfect candidates for alcoholic beverages. They literally feel no compunction not to blur the most intimate and personal of all of life’s aspects: one’s cognitive contact with objective reality. The distinction between what is actually true and what is simply the result of a chemically-induced psychological distortion. This commercial tells them that it’s okay to hold the desire to inflict upon other, innocent people (the women one courts) the same sort of misery which makes up their lives. To lie to her about who you actually are, and thus once she discovers you’re someone else underneath, to get her to doubt her own consciousness also.