To listen to all the commercials on TV, you'd think that
most of America is desperately ill. In the part of my brain that usually
processes and evaluates information (the frontal cortex), I know that can't be
the case (I also have an Internet connection and can log on to the Center for
Disease Control and all those research sites to get the facts if I want). It's
that other side of my brain, the
limbic system, where all those pesky neurons in my hippocampus play with my
emotions that concerns me. Let me explain. Just before falling asleep in my
easy chair I was watching one of my favorite mid-day TV shows, and in rapid
succession I was bombarded by commercials for COPD, erectile dysfunction, age-related
macular degeneration, sensorineural hearing loss, psoriasis and Crohn's
disease. I don't know how I managed to doze off, but I did, and while drifting
along, alone with my subconscious in tow, I went back in time to my days in the
advertising agency business.
I was sitting in my agency's conference room with my old
pal, Jack Mather, and we were scratching away on our yellow pads. Suddenly Jack
looked up, took a swig from the tumbler of Jack Daniels before him and said,
"Steph, we're not thinking clearly about this." (This was a job we had to do for a pharmaceutical company client that
had just received the go ahead from the FDA to market their new wonder drug
that would supposedly cure stupidity). This is a dream, remember.
Jack went on. "We need a new name for this pill, but it
seems that all the really Latin-based names aren't available. Neither are the
memorable ones like 'Serutan' (Nature's spelled backwards)." I said,
"Well we don't want, Pneumonoultramicroscopicsilicovolcanoconiosis
that's for sure!" Jack took another drink. You want to run that by
me again?" "Sure," I said. "It's a real full scientific name for a disease that causes
inflammation in the lungs owing to the inhalation of very fine silica dust."
"Eureka. THAT gives me an idea." Jack jumped to his feet. "We
need something really short and really memorable. After all, this is a drug for
stupid people who probably have short attention spans and a reduced capacity
for remembering long names."
So we began the process of something we called, 'out-of-body
writing' (kind of like a Ouija Board where your hands are magically pulled in
one direction or another). We threw some names back and forth like 'Smartup'
and 'Iggone' (for ignorance gone) but finally it came down to two: 'IQupinol'
and 'Einsteinme'. We agreed to stop for the night and go to our respective
homes, turn on our TVs and watch all the disease-a-mercials, note our favorites
and come back the next day for more brain-storming.
We were to write them all down on, of course, our yellow
pads. I must tell you that the yellow pad was Jack's 'open sesame' to unlock
the universe of his creative fertile mind. He occasionally used the IBM
Selectric typewriter because he liked the tactile feel of the keys, but he also
enjoyed the 'clackety-clackety' sound the revolving IBM type ball made as it
responded to his fingers' commands. I
remember driving to the office the next morning and unlocking the door and brewing
a fresh pot of coffee in advance of Jack's entrance, which was always
different. Sometimes he would come through the door like d'Artagnan, the
energetic would-be Muskateer. Other times it was one of his many favorite
literary characters. You just never knew. I waited, anxiously, thinking of all
the diseases we had discussed and their respective pill cures.
Suddenly, I felt a warm sensation on my crotch area.
"Oh, no," I thought to myself. "It's involuntary
urination!" Then, I awoke to find that one of my cats had tipped over my
coffee cup that was wedged between my sleepy hands. Jack would have laughed
himself silly at the sight and so would I except for the fact that beside me lay
a coffee-drenched yellow pad with all my notes for this article. By the way, I
forgot to tell you that in my dream we never settled on a name for the
anti-stupid drug, but given the deluge of disease-a-mercials on TV these days,
I'm inclined to call it, the 'Off-button.'
Stephan Helgesen is a
former career U.S. diplomat who lived and worked in thirty different countries,
specializing in export promotion. He is now a political analyst and strategist
and author of nine books and over 1,000 articles on politics, the economy and
social trends. He can be reached at: stephan@stephanhelgesen.com