Manager, whose eyes gleamed brighter all the time. People already had coffins, which they polished and kept on display, sometimes in the new "Coffin-ports" being added to houses. The Advertising Manager's reasoning was direct and to the point. He must get people to use the coffins; and now he had all the money to work with that he could use.

The new note was woven in so gradually that it is not easy to put a finger on any one ad and [131]say, "It began here." One of the first was surely the widely-printed one showing a tattooed, smiling young man with his chin thrust out manfully, lying in a coffin. He was rugged-looking and likable (not too rugged for the spindly-limbed to identify with) and he oozed, even though obviously dead, virility at every pore. He was probably the finest-looking corpse since Richard the Lion-Hearted.

[131]

Neither must one overlook the singing commercials. Possibly the catchiest of these, a really cute little thing, was achieved by jazzing up the Funeral March.

It started gradually, and it was all so un-violent that few saw it as suicide. Teen-agers began having "Popping-off parties". Some of their elders protested a little, but adults were taking it up too. The tired, the unappreciated, the ill and the heavy-laden lay down in growing numbers and expired. A black market in poisons operated for a little while, but soon pinched out. Such was the pressure of persuasion that few needed artificial aids. The boxes were very comfortable. People just closed their eyes and exited smiling.

The Beatniks, who had their own models of coffin—mouldy, scroungy, and without lids, since the Beatniks insisted on being seen—placed their boxes on the Grant Avenue in San Francisco. They died with highly intellectual expressions, and eventually were washed by the gentle rain.

Of course there were voices shouting calamity. When aren't there? But in the long run, and not a very long one at that, they availed naught.

 

 

It isn't hard to imagine the reactions of the rest of the world. So let us imagine a few.

The Communist Block immediately gave its Stamp of Disapproval, denouncing the movement as a filthy Capitalist Imperialist Pig plot. Red China, which had been squabbling with Russia for some time about a matter of method, screamed for immediate war. Russia exposed this as 

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