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[ by Charles Cameron — Dell ad challenges magic, Couliano shows advertising is magic (in the Renaissance sense) — intro to a series on TV commercials ]
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Continuing the series we began with Advertising series 01: Music..

Dell intro:

Dell Technologies, not having much historical insight into either magic or advertising, pits magic against tech and suggests that tech wins, hands down..

I take that as a personal affront..

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Ioan Couliano:

The late, esteemed scholar Ioan Couliano, in contrast to Dell, shows in his great book Eros and Magic in the Renaissance that magic, as practiced in the Renaissance, is precisely what advertising is up to today..

Renaissance magic, according to Couliano, was a scientifically plausible attempt to manipulate individuals and groups based on a knowledge of motivations, particularly erotic motivations. Its key principle was that everyone (and in a sense everything) could be influenced by appeal to sexual desire. In addition, the magician relied on a profound knowledge of the art of memory to manipulate the imaginations of his subjects. In these respects, Couliano suggests, magic is the precursor of the modern psychological and sociological sciences, and the magician is the distant ancestor of the psychoanalyst and the advertising and publicity agent.

That’s from the cover of Couliano‘s book, and the remainder of this post will track eros from simple erotic desire — mostly from the male perspective? — to the mystical ascent in response to the divine beloved..

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Desire, the universal lure:

The lure of the erotic will peel your money from your wallet in various skillful ways:

Sandals

What is love? Love is advertising. Love — didn’t the Beatles mention this? — is all you need.

Nugenix:

What is love? It is nod-nod, wink-wink..

You wanna go more overt still?

For that (beer) you’d best be in Rio..

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And then there’s the broader sense of desire:

Wanting it all:

But that’s just the desire for food — easily satisfied, even here in these United States..

But wanting the world, in the cultural appropriation sense? That’s a more subtle desire, and Las Vegas aims to satisfy it by bringing analogs of Venice, the Pyramids, whatever, to a single easily accessible location:

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But wait..

All of these inevitably fall short of what interests me: the desire to be acquainted with the ludus globi or game of the world, which Couliano describes:

The ludus globi is the supreme mystical game, the game the Titans made Dionysus play in order to seize him and put him to death. From the ashes of the Titans struck down by the lightning of Zeus, arose mankind, a race guilty without having sinned because of the deicide of its ancestors. But, since the Titans had incorporated part of the god, men also inherited a spark from the murdered child, the divine child whose game is the metaphor of the ages: ?Aion is a child who plays checkers: the sovereignty of a child!

and the desire for the mystical ascent, not infrequently expressed in erotic terms:

In Mecca in 1201, he composes a Diwan dedicated to Nezam (Harmony), daughter of an Imam nobleman of Persian origin, Zahir ibn Rostam. Entitled The Interpreter of Burning Desires, the
Diwan’s prologue contains these intimate confessions:

Now this sheik had a daughter, a slender and willowy adolescent who attracted the attention of anyone who saw her, whose presence alone was the embellishment of public meetings and struck with amazement all who looked upon her. Her name was Nezam (Harmonia) and her surname ?Eye of the Sun and of Beauty” [?ayn al?Shams wa’Z-Baha? .[Scholarly and pious, with experience of the spiritual and mystical life, she personified the venerable antiquity of the Holy Land and the innocent youth of the prophet’s great city. The magic of her glance, the grace of her conversation, was so enchanting that if she happened to be prolix her speech was filled with references; if concise, a marvel of eloquence; holding forth on a subject, clear and lucid. . . . Were it not for petty minds eager for scandal and inclined to slander, I would here comment on the beauty that God lavished on her body as well as on her soul, which was a garden of generosity. .. .

Plato in The Symposium:

Love is simply the name for the desire and pursuit of the whole.

[ by Charles Cameron — Tolkien illuminates Arthur C Clarke, Robert DePalma may have made the discovery of a century or two, previous posts on borders and the liminal ]
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Arthur C Clarke, #3 of Clarke’s Three Laws:

Any sufficiently advanced technology is indistinguishable from magic.

Perhaps a bit facile.. when seen silhouetted against..

JRR Tolkien, quoted by John Garth in War in Tolkien’s Middle-earth, 1916 thus:

‘From the greatness of his wealth of metals and his powers of fire’ Melko constructs a host of ‘beasts like snakes and dragons of irresistible might that should overcreep the Encircling Hills and lap that plain and its fair city in flame and death’. The work of ‘smiths and sorcerers’, these forms violate the boundary between mythical monster and machine, between magic and technology.

That’s a DoubleQuote!

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There’s a parallel, if greater, boundary violation Tolkien points us to in his essay On Fairy-Stories, where he writes of the Gospel that “this story has entered History and the primary world; the desire and aspiration of sub-creation has been raised to the fulfillment of Creation” and declares, “Legend and History have met and fused.”

That’s true alchemy here — a sacred marriage, hieros gamos..

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Sacred marriage, too, is the topic of the 17th century predecessor of Tolkien’s work in fearful yet blessed spiritual fantasy, The Chymical Wedding of Christian Rosenkreutz (1616) — beautifully translated bv Ebenezer Foxcroft (1690), and richly annotated in John Warwick Montgomery’s Cross and Crucible: Johann Valentin Andreae (1586–1654) Phoenix of the Theologians.

Other books on magic / imagination worth considering:

Lee Siegel, Net of Magic: Wonders and Deceptions in India

Ioan Couliano, Eros and Magic in the Renaissance

Henry Corbin, Creative Imagination in the Sufism of Ibn Arabi

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Take a deep breath..

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While we’re on boundaries, there quite possibly may have been a seismically major discovery relating to the K/T (Cretaceous / Tertiary, now renamed Paleogene) boundary on “The Day” itself:

Douglas Preston, The Day the Dinosaurs Died

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“When I saw that, I knew this wasn’t just any flood deposit,” DePalma said. “We weren’t just near the KT boundary—this whole site is the KT boundary!” From surveying and mapping the layers, DePalma hypothesized that a massive inland surge of water flooded a river valley and filled the low-lying area where we now stood, perhaps as a result of the KT-impact tsunami, which had roared across the proto-Gulf and up the Western Interior Seaway. As the water slowed and became slack, it deposited everything that had been caught up in its travels—the heaviest material first, up to whatever was floating on the surface. All of it was quickly entombed and preserved in the muck: dying and dead creatures, both marine and freshwater; plants, seeds, tree trunks, roots, cones, pine needles, flowers, and pollen; shells, bones, teeth, and eggs; tektites, shocked minerals, tiny diamonds, iridium-laden dust, ash, charcoal, and amber-smeared wood. As the sediments settled, blobs of glass rained into the mud, the largest first, then finer and finer bits, until grains sifted down like snow.

“We have the whole KT event preserved in these sediments,” DePalma said. “With this deposit, we can chart what happened the day the Cretaceous died.”

DePalma’s PNAS article:

Robert DePalma et al., Prelude to Extinction: a seismically induced onshore surge deposit at the KPg boundary, North Dakota

See also:

UC Berkeley, 66-million-year-old deathbed linked to dinosaur-killing meteor

Ryan F. Mandelbaum, Scientists Find Fossilized Fish That May Have Been Blasted by Debris From Asteroid That Ended the Dinosaur Age

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Earlier Zenpundit posts on liminality and borders, among them:

Liminality II: the serious part

Of border crossings, and the pilgrimage to Arbaeen in Karbala

Violence at three borders, naturally it’s a pattern

Borders, limina and unity

Borders as metaphors and membranes

McCabe and Melber, bright lines and fuzzy borders

Walls. Christianity & poetry. And nations, identities & borders

Limina, thresholds, more on spaces-between & their importance

with further references in:

The importance and impotence of language, #28 in the series

And another next, 26, mixed

Can you believe it? We’re at Chyrons & metaphors 19