By Victor Pelevin
Translated from the Russian, this razor-sharp satire on customer tradition, Russian type, follows the impossible to resist upward push of a Moscow advertisements copywriter, who specialises in adjusting Western ads to the japanese mentality and promoting Pepsi, Seven-up, Gucci, Mercedes and Reebok to the emerging heart classification.
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Additional resources for Babylon
And of course, the subject of the first type does not notice the moment when he is displaced by the subject of the second type, since following this displacement there is no longer anyone to notice it, as the subject of the second type is unreal. But it is not merely unreal (this word is in effect applicable to everything in the human world). There are no words to describe the degree of its unreality. It is a heaping of one unreality upon another, a castle constructed of air, the foundations of which stand upon a profound abyss.
I was re-reading Andreiev's "Rosa Mundi" recently, the part about the soul of the nation. Andreiev says it's a woman and she's called Navna. ' Grigory pulled an invisible control column in towards his stomach with his hands. ' he whispered, leaning his leering face close to Tatarsky. 'Exactly. What he sprinkles on himself. And at the moment he sticks it in, you're all shooting up and snorting. When he pulls it out, you all go running off trying to find more . . ' Tatarsky leaned down into the gap between the table and the counter and puked.
Right, then. ' Gradually recovering his composure, Tatarsky began to listen. The robbery had obviously been an inside job and, taking everything into consideration, the thief must have known that Pugin had worked as a taxi-driver in New York. It was a horrible and rather improbable story: while Pugin was warming up the motor of his car, two guys had climbed into the back seat and given him an address: Second Avenue, corner of Twenty-Seventh Street. Under some kind of reflex hypnosis Pugin had driven off, then turned into a side street - and that was all he had managed to tell the police and the doctors.