The difficulty is to teach people that something can be both true and false at the same time, absurdity is just an element of the existence
The bad thing about all religions is that, instead of being able to confess their allegorical nature, they have to conceal it; accordingly, they parade their doctrines in all seriousness as true sensu proprio, and as absurdities form an essential part of these doctrines we have the great mischief of a continual fraud. Nay, what is worse, the day arrives when they are no longer true sensu proprio, and then there is an end of them; so that, in that respect, it would be better to admit their allegorical nature at once. But the difficulty is to teach the multitude that something can be both true and untrue at the same time. Since all religions are in a greater or less degree of this nature, we must recognise the fact that mankind cannot get on without a certain amount of absurdity, that absurdity is an element in its existence, and illusion indispensable; as indeed other aspects of life testify.
When I design online ads for American Apparel, I almost always look for an angle that will provoke. Outrage, self-righteousness, and titillation all work equally well. Naturally, the sexy ones are probably those you remember most, but the formula worked for all types of images. Photos of kids dressed up like adults, dogs wearing clothes, ad copy that didn’t make any sense—all high-valence, viral images. If I could generate a reaction, I could propel the ad from being something I had to pay for people to see (by buying ad inventory) to something people would gladly post on the front page of their highly trafficked websites.
But entertainment has the merit not only of being better suited to helping sell goods; it is an effective vehicle for hidden ideological messages. Furthermore, in a system of high and growing inequality, entertainment is the contemporary equivalent of the Roman “games of the circus” that diverts the public from politics and generates a political apathy that is helpful to preservation of the status quo.