The Sympathetic Magic of Advertising

There was a time, a hundred or more years ago, when scholars regularly used this term “sympathetic magic” to name the process by which one thing was thought to affect something else — but doing so not by means of the cause/effect relationships we usually take for granted. If, for example, I rub this stone in just this way then something will happen over there to that mountain, or if I treat this lock of hair in some fashion then the person from whom it came will be similarly effected. That this term was associated with efforts to talk about what was once called magic, in distinction from what was then known as religion, should be obvious. Continue reading