An Advert Wants to be a World

An advert wants to be a world.

A Global Identity

“This -”

As in: “This world is inhabited by other creatures.”

They are affected by the rise in global temperatures too.

So: the world.  The material world. 

“The polar bears will be wiped out because of human activity.”

When heated the water boils.  Every time it is heated: boiling.

“Every time that happens.”

“Precipitation is the result of evapouration.  The two things are connected, inevitable.  The one is because of the other.”

“Yeats or Keats: whomsoever you read it is the same world.”

“The gun shoots the wild bird as well as the tame.”

“It kills the creature as dead in one case as it does the other.”

We inhabit the same world.

That can’t be contradicted, can it.

The Soul’s Repetition

“This world, this thing, this place, it is material.” 

Isn’t that enslavement? - “But this, this lump of stone, it has been sitting there for months!  What are you going to say about that?  The cups and saucers in the washing up bowl.  The bubbles themselves!  They are material things!” 

But in contrast with what?  Non material things?  What would a non-material thing be?  A ghost?  Is the definition of the material nature of the world to depend - after all - finally! - on ghosts? - “But it just is material!  It doesn’t go away!  I go to sleep and wake up and the same world is there!”

So - a repeatable world.  We conduct the experiment, we repeat the process, and we keep coming up with the same thing: lemonade.  Lemonade.  Proof the material world exists.

The Finite World

This is my proposal.  What we call rationality amounts to a description of the world’s finitude.   The act of understanding an object is constructed according to this finitude, which is to say, in that it grasps the object as finite - for the act of understanding that an object ’is what it is’ - cannot be other than what it is - contains the rational ideal and, as I would say, creates what it is irremediably: as the very infinity of the finite.  The repeatable sense of the rational act is its ’law’; where the law states that the object cannot be other than itself - infinitely.  (We can revisit the object.)  The law is of identity:  ”An object is identical with itself.”  Think of the way that (for example) the understanding of physics tends to defy common sense.  The proposals of physics, while they use mathematical formulae, and understand repeatable effects from given inputs, do not follow through into a containable, repeatable, good sense.  No sort of connected sense is made by what is observed.  Its models break down.  I would argue that is because of the world’s finitude - the point of view from which we see things commonsensically - which as a reality is a form of socialisation.  This point of view exists because we need finite objects - because things ‘must be what they are’ - must fit with common sense - because we need to be able to talk to each other.  But it remains that the world so pictured doesn’t necessitate the place that we actually inhabit in its wider aspect.   We are like treacle being poured from a tin.  The treacle is aware, but the event of its being poured is so imperceptible that nothing seems to be happening.

The molecules of the air

The concept of infinity is basic to physics - … suppose.

So then: we are unreal in our mundaneity in, mundanely, not seeing that infinity is the fundamental element of life.

The idea that “I am real, being ordinary” - that one is a finite being - is a form of socialisation in so far as nothing merits this assumption at the level of fundamental reality; so that within this we live enslaved by a socially generated illusion.

(Tell me how this reasoning is flawed.)

From the point of view of infinity

Wittgenstein: “I can’t help seeing things from a religious point of view.”  One might regard this as a tendency to see things from the point of view of infinity.  (As a logic of discovery.)

Where the discovery is aesthetic.

A god is a concept of infinity.

Or for that matter a ‘principle’, a moral principle too. 

Or that which is elemental.

The Frame of a Picture is a World

It is the essence of poetry that it creates a convincing world. The term “world” is used rather than image or situation or ‘understanding of a subject-matter’ or some such.  We see art from the point of view of our mundane selves.  So we rationalise it, supposing for example that the ‘world’ in the painting extends only as far as the frame that surrounds it.  “The image is a representation of a thing.  I see the thing represented.”  The Gainsborough image of a woman in a hat and long dress.  That - we believe - is just a canvas square: not a world but a representation; an image.  But aesthetically it is a world.  The essence is that we become what we see, or that we become what we hear or what we read … infinitely. 

The Pineal Gland

I had my dream again early this morning.  Not much of a dream.  I was with my friend in a foreign country.  A childhood friend.  We had reestablished our friendship somehow; the links were reforged from their forgotteness.    Not much warmth however.  I couldn’t give him an account of myself.  Something was missing.  I couldn’t explain my life to him.

I turn away.  The energy!  The great shove of water going.  Escaping.  Emptying.  We are losing it!  Utterly!

Something is misunderstood!