Fury by Salman Rushdie Read Free Book Online

confessed it to your friends with lowered voice and downcast eyes. Advertising was a confidence trick, a cheat, the notorious enemy of promise. It was-a horrible thought in that era-nakedly capitalist. Selling things was low. Now everyone eminent writers, great painters, architects, politicians-wanted to be in on the act. Reformed alcoholics plugged booze. Everybody, as well as everything, was for sale. Advertisements had become colossi, clambering like Kong up the walls of buildings. What was more, they were
    loved. When he was watching TV, Solanka still turned the sound down at commercial breaks, but everyone else, he was sure, turned it up. The girls in the ads-Esther, Bridget, Elizabeth, Halle, Gisele, Tyra, Isis, Aphrodite, Kate-were more desirable than the actresses in the shows in between; hell, the guys in the ads-Mark Vanderloo, Marcus Schenkenberg, Marcus Aurelius, Marc Antony, Marky Mark-were more desirable than the actresses in the shows. And as well as presenting the dream of an ideally beautiful America in which all women were babes and all men were Marks, after doing the basic work of selling pizza and SUVs and I Can’t Believe It’s Not Butter, beyond money management and the new ditditdit of the dotcoms, the commercials soothed America’s pain, its head pain, its gas pain, its heartache, its loneliness, the pain of babyhood and old age, of being a parent and of being a child, the pain of manhood and women’s pain, the pain of success and that of failure, the good pain of the athlete and the bad pain of the guilty, the anguish of loneliness and of ignorance, the needle-sharp torment of the cities and the dull, mad ache of the empty plains, the pain of wanting without knowing what was wanted, the agony o£ the bowling void within each watching, semiconscious self. No wonder advertising was popular. It made things better. It showed you the road. It wasn’t a part of the problem. It solved things.
    As a matter of fact, there was a copywriter living in Professor Solanka’s building. He wore red suspenders and Hathaway shirts and even smoked a pipe. He had introduced himself that very afternoon by the mailboxes in the vestibule, holding a set of rolled-up layouts. (What was it about Solanka’s solitude, the professor silently asked himself, that apparently obliged his neighbors to disturb it?) “Mark Skywalker, from the planet Tatooine.”
    Whatever, as Perry Pincus would have said. Solanka was uninterested in this bow-tied, bespectacled, markedly un-Jedi-knight-like young man, and as a former science-fiction buff despised the lowbrow space opera of the Star Wars cycle. But he had already learned not to argue with self-invention in NewYork. He had learned, also, when giving his own name to omit the “Professor.” Learning annoyed people, and formality was a form of pulling rank. This was the country of the diminutive. Even the stores and eating places got friendly fast. Right around the corner he could find Andy’s, Bennie’s, Josie’s, Gabrielas, Vinnie’s, Freddie & Pepper’s. The country of reserve, of the understatement and the unsaid, he had left behind, and a good thing too, on the whole. At Hana’s (medical supplies) you could walk right in and buy a MASTECTOMY BRA. The unsayable was right there in the window in red letters a foot high. So, anyway, “Solly Solanka,” he replied, neutrally, surprising himself by using the disliked nickname; whereupon Skywalker frowned. “Are you a landsman?” Solanka was unfamiliar with the term, and said as much, apologetically. “Oh, then you’re not.” Skywalker nodded. “I thought, because of Solly, maybe. Also, excuse me, something about the nose.” The meaning of the unknown word quickly became clear from context and raised an interesting question, which Solanka refrained from asking: so, they had Jews on Tatooine?
    “You’re British, right,” Skywalker went on. (Solanka didn’t get into the postcolonial, migrational niceties.) “Mila told