If you watched any commercial television in the early 1990s, you may remember the Old Milwaukee beer ad featuring pleased men relaxing with a couple sixpacks, agreeing that “It doesn’t get any better than this.” Advertising has a way of being more effective the more farfetched it becomes, by way of memorable slogans and images rather than accuracy. Anyone who has tasted Old Milwaukee can assure you it does get better than this. But any dubious, subjective claim might still sell something, so long as buyers can at least pretend to believe it. Capitalism needs to make—at the very least—a hypothetical promise of fulfillment and anything so hard to come by is an easy sale, especially when it’s cheap and one is poor. ... Continue reading →