"You have to budget the number of fuzzy rules you use to control a system. It turns out, you can state the optimality principle in three words: 'patch the bumps.'"
- Bart Kosko
||Enormous outdoor billboards that are totally blank - or are they?
Dr. Franklin is annoyed with his friend Hathaway, who insists that the dozens of gigantic blank signs looming over roads were really subliminal advertising machines.
|"...They've started to build the first big signs! Over a hundred feet high, on the traffic islands just outside town. They'll soon have all the approach roads covered. When they do we might as well stop thinking."
"Your trouble is that you're thinking too much," Franklin told him. "You've been rambling about these signs for weeks now. Tell me, have you actually seen one signaling?"
Hathaway tore a handful of leaves from the hedge, exasperated by this irrelevancy. "Of course I haven't, that's the whole point, Doctor. - He dropped his voice as a group of nurses walked past, watching him uneasily out of the corners of their eyes. "The construction gangs were out again last night, laying huge power cables. You'll see them on the way home. Everything's nearly ready now."
"They're traffic signs," Franklin explained patiently. "The flyover has just been completed. Hathaway, for God's sake, relax. Try to think of Dora and the child."
"I am thinking of them!" Hathaway's voice rose to a controlled scream. "Those cables were 40,000-volt lines, Doctor, with terrific switch gear. The trucks were loaded with enormous metal scaffolds. Tomorrow they'll start lifting them up all over the city, they'll block off half the sky! What do you think Dora will be like after six months of that? We've got to stop them, Doctor, they're trying to transistorize our brains!"
Embarrassed by Hathaway's high-pitched shouting, Franklin had momentarily lost his sense of direction and helplessly searched the sea of cars for his own. "Hathaway, I can't waste any more time talking to you. Believe me, you need skilled help; these obsessions are beginning to master you."
Hathaway started to protest, and Franklin raised his right hand firmly. "Listen. For the last time, if you can show me one of these new signs, and prove that it's transmitting subliminal commands, I'll go to the police with you. But you haven't got a shred of evidence, and you know it. Subliminal advertising was banned thirty years ago, and the laws have never been repealed. Anyway, the technique was unsatisfactory; any success it had was marginal. Your idea of a huge conspiracy with all these thousands of giant signs everywhere is preposterous. "
|From The Subliminal Man,
by J.G. Ballard.
Published by Not Known in 1963
Additional resources -
Later, he sees one:
Franklin paused, looking up at the huge metal sign mounted in an enclosure at the edge of the car park. Unlike the other signs and billboards that proliferated everywhere, no attempt had been made to decorate it, or disguise the gaunt bare rectangle of riveted steel mesh. Power lines wound down its sides, and the concrete surface of the car park was crossed by a long scar where a cable had been sunk.
Franklin strolled along, then fifty feet from the sign stopped and turned, realizing that he would be late for the hospital and needed a new carton of cigarettes. A dim but powerful humming emanated from the transformers below the sign, fading as he retraced his steps to the supermarket.
Thanks to reader Bill who posted about this excellent story.
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