“If you're always scared of dying," Obispo had said, "you'll surely die. Fear's a poison; and not such a slow poison either.”

“I ate civilization. It poisoned me; I was defiled. And then," he added in a lower tone, "I ate my own wickedness.”

“During his long career as an agitator, Hitler had studied the effects of herd-poison and had learned how to exploit them for his own purposes. He had discovered that the orator can appeal to those "hidden forces" which motivate men's actions, much more effec­tively than can the writer. Reading is a private, not a collective activity. The writer speaks only to indi­viduals, sitting by themselves in a state of normal sobriety. The orator speaks to masses of individuals, already well primed with herd-poison. They are at his mercy and, if he knows his business, he can do what he likes with them. ”

“Death conditioning begins at eighteen months. Every tot spends two mornings a week in a month in a Hospital for the Dying. All the best toys are kept there, and they get chocolate cream on death days. They learn to take dying as a matter of course.”

“Eating, drinking, dying - three primary manifestations of the universal and impersonal life. Animals live that impersonal and universal life without knowing its nature. Ordinary people know its nature but don't live it and, if they think seriously about it, refuse to accept it. An enlightened person knows it, lives it, and accepts it completely. He eats, he drinks, and in due course he dies - but he eats with a difference, drinks with a difference, dies with a difference.”

“Love casts out fear; but conversely fear casts out love. And not only love. Fear also casts out intelligence, casts out goodness, casts out all thought of beauty and truth. What remains in the bum or studiedly jocular desperation of one who is aware of the obscene Presence in the corner of the room and knows that the door is locked, that there aren’t any windows. And now the thing bears down on him. He feels a hand on his sleeve, smells a stinking breath, as the executioner’s assistant leans almost amorously toward him. “Your turn next, brother. Kindly step this way.” And in an instant his quiet terror is transmuted into a frenzy as violent as it is futile. There is no longer a man among his fellow men, no longer a rational being speaking articulately to other rational beings; there is only a lacerated animal, screaming and struggling in the trap. For in the end fear casts out even a man’s humanity. And fear, my good friends, fear is the very basis and foundation of modern life. Fear of the much touted technology which, while it raises out standard of living, increases the probability of our violently dying. Fear of the science which takes away the one hand even more than what it so profusely gives with the other. Fear of the demonstrably fatal institutions for while, in our suicidal loyalty, we are ready to kill and die. Fear of the Great Men whom we have raised, and by popular acclaim, to a power which they use, inevitably, to murder and enslave us. Fear of the war we don’t want yet do everything we can to bring about.”

“The principles underlying propaganda are extremely simple. Find some common desire, some widespread unconscious fear or anxiety; think out some way to relate this wish or fear to the product you have to sell; then build a bridge of verbal or pictorial symbols over which your customer can pass from fact to compensatory dream, and from the dream to the illusion that your product, when purchased, will make the dream come true. They are selling hope. We no longer buy oranges, we buy vitality. We do not just buy an auto, we buy prestige. And so with all the rest. In toothpaste, for example, we buy not a mere cleanser and antiseptic, but release from the fear of being sexually repulsive. In vodka and whisky we are not buying a protoplasmic poison which in small doses, may depress the nervous system in a psychologically valuable way; we are buying friendliness and good fellowship, the warmth of Dingley Dell and the brilliance of the Mermaid Tavern. With our laxatives we buy the health of a Greek god. With the monthly best seller we acquire culture, the envy of our less literate neighbors and the respect of the sophisticated. In every case the motivation analyst has found some deep-seated wish or fear, whose energy can be used to move the customer to part with cash and so, indirectly, to turn the wheels of industry.”