““consider how the Hidden Persuaders employ the magic word “discover.” “Discover this new taste treat” cajoles the commercial, and one’s unconscious leaps to the lure, the same lure on a nickel and dime level that on a loftier plane drove Ponce de Leon, Sir Richard Burton, Leif Erikson, Columbus, Peary, and the Shadow, who, several years ago in the Orient learned a strange and mysterious secret: the power to cloud men’s minds.””
