Rick McGrath’s Letter From London: The JG Ballard Memorial

All photography by Rick McGrath.

Sunday, November 15, 2009, 3:45pm, The Founders Pub, London.

Dear Simon,

Greetings from London! Hope all is well with you. I’ve just attended the long-anticipated JG Ballard Memorial celebration at the Tate Modern and now I’m catching my breath — and a few beers — at a nearby Thames-side pub with fellow Ballardians David Pringle, Mike Holliday, Vale, Marian Wallace and Gee Vaucher. We’re having a wonderful time — wish you were here.

Left: Toby Litt.

But let’s start at the beginning. We have time to order some Alsatian off the barbie. For the first two days in London I actually wondered if somebody’s god was sending us a message, as the elements did their best to batter us with the kind of weather that resembled a vicious blend of The Drowned World and The Wind From Nowhere. Running from doorway to doorway in search of a tube entrance, I kept stumbling through the usual detritus: soggy cigarette ends, broken umbrellas, empty condom packs. I kept wondering where JG might have visited to inspire The Drought. Certainly nowhere in the UK.

The day of the Memorial, however, broke bright and sunny and warm — a good sign and a fitting description of the events to follow.

The plan was for everyone to meet at the Tate Modern at 11am for an 11:30 start. I overtook a walking Toby Litt about a block away and together we made our way to the top floor of the Tate’s east wing where a substantial crowd had already gathered, spritzers in hand, strung out along a glass and steel corridor that emptied to a large anteroom with a commanding view of old London to the north and the high tech security guards of Canary Wharf to the east. I kept looking down to the Thames, though, hoping to see a bit of wing floating by from a light airplane. Not today. The venue might also have reminded some of Royal’s penthouse suite in High-Rise, but regardless of the number of people fighting their way up the stairs it was an appropriately Ballardian venue, made even more so by the Tate’s current show of “Pop Life: Art in a Material World”, featuring Andy Warhol, Damien Hirst and Jeff Koons. Synchronicity? Perhaps.

Claire Walsh.

It was in this enormous space the 100 or so celebrants convened for the Memorial – tributes to The Man from JG’s family, friends, colleagues and admirers on what would have been his 79th birthday. The area was liquid with light and the format was a simple stage and microphone with flanking video screens. We sat in chairs that fanned in a wide arc along the length of the room. Our mistress of ceremonies was Bea Ballard, and after thanking the event’s organizers — her sister Fay, Claire Walsh and JG’s agent, Maggie Hanbury — away we went.

Our speakers — 13 in all, four reporting in by video — gave us a wonderfully Ballardian triad of facts, stories and myths about JG, and I couldn’t help thinking that once again Life is reflecting Art, unconsciously reproducing his Atrocity Exhibition structure of the public, the personal, and the symbolic. His work, his life, and his myth were the topics we wanted to hear about, and Simon, no one was disappointed.

Hold on. We’ve just had a discussion here at the pub, and Mike has suggested that this three-part structure may also be the most appropriate for this re-telling. Vale? Dave? You agree? OK. Planes do intersect.

THE PUBLIC

Will Self.

The celebration of JG’s work is also the celebration of his deep impact and the shock waves he sent through the literary community, emphasis on the later generations. And then there was that second wave of carpet bombing in the 1970s, the one that resonated with punk, with the abandoned, with RE/Search, with architecture, with the whole explosion of everyone’s quantification and eroticism of the “outer world of reality”. Unfortunately, Simon, the room held mostly literary types, so JG’s influence on the Ballardian arts was not addressed. Never mind. What was missing in breadth was made up in breath. “A touchstone of authentic genius,” Will Self intoned in his best British boom, “my single most important mentor and influence.” Will also commented about the length and consistency of JG’s oeuvre (pronounced as if it had 14 syllables), and how JG rarely left the road he most preferred, the one where he was caught in the wet headlights ironically waving a warning flag to a population already asleep at the wheel. He’s been at it, Will said, from his early changing planet stories to his last four novels of wacky westerners, that quartet or warnings about the dangers of boredom associated with living behind gated minds and programmed lives.

Not to be outdone, but still a tad cagey about it, Martin Amis beamed in on video to announce JG was “uniquely unique”, and spoke at length about JG’s art and his high place in the pantheon of imaginative writers. He was the only speaker who basically concentrated on JG the writer, rather than the man, and it was good to have him there even in video, although the final effect was a bit Intensive Care Unit, if you know what I mean.

JG’s life story has long been part of the public domain, and The Man did make an appearance, appearing onscreen in segments from the BBC documentary of his 1991 return to Shanghai. We see an obviously emotional JG standing in the yard of his family home on Amherst Avenue, wandering through the rooms, wondering about that second life he might have had if the war had not occurred and he stayed in the terrible city. Then the famous scene at Lunghua where he stands in the cramped room in G Block his family of four called home for three years. This is the closest thing to what I call home, JG told us, “I came close to an adult mind” here. We were treated to one other bit of Ballard before the day was over: the organizers had obtained a video of the What I Believe light display shown at Barcelona, and once again we were all reassured the power of the imagination can remake the world. In a way, that’s why we were there.

THE PERSONAL

Fay Ballard.

Here’s the heart of the matter. The angles between the walls. Let’s start with the daughters, Fay and Bea. Both talked exclusively about their relationship with ‘Daddy’ and their rather envious home life among the muck, movies and manuscripts. Fay, the artist, spoke first, and I was amazed and amused when she announced she would simply read out a series of thoughts, a verbal collage of unstructured memories. Perfect, I thought. It’ll be just like an Atrocity Exhibition list. And it was. Bea, also, offered up her remembrances, but took a more organized approach, mixing the humour with tales of darker times, such as the passing of her husband, and how she relied on JG’s help and experience from his own tragedy, and now even that support is gone. Sobering. And from Bea we have another inkling of JG’s self-deprecatory nature when he described himself as domestically “slattern”, when in reality the organisation level was probably at full Lunghua. “You can clean a house in five minutes if you don’t make a fetish of it”, JG once told her. I got the feeling the regimen was simply an extension of JG’s life: work hard, play hard.

Other Jimbits? JG never or rarely replaced or updated anything in the house. Nor did he throw much out, viz a peeled orange that had stood on the mantelpiece for 40 years. The daughters remember the clacking old typewriter and JG perched over it, speaking aloud the words he’s typing. Spending an entire summer naked in his back yard. Watching a tape of Double Indemnity together on TV, all the lights out, and talking about Civilization and Its Discontents. JG doing surrealist paintings! Constant encouragement for all their enthusiasms. Acceptance of a menagerie of pets, including Bea’s rat. Chinese dinners with — get this, Simon — lobster and noodles. A serious approach to education. Bear hugs. The unicycle. Trips to the movies after school. Ahh, memories.

Michael Moorcock.

Mike Moorcock stayed on this plane for his presentation, too, after he managed with some difficulty to negotiate passage to the stage with his crutches, and then actually alight it. Mike stayed Mike, fumbling thru masses of folded paper to find his notes, and then regaling us with stories of domesticity rather than literary appreciation and New Worlds gossip. It was very interesting to hear stories of JG’s early days, and nowadays Mike treasures most his memories of their times in restaurants, pubs and kitchens, wives at one end, Mike and Jim at the other, with all “forever arguing”. Mike had to put up with “cobblers” from his wife, JG with “you know that’s not true, Jim” from Mary. If you were eavesdropping you might think they were plotting the overthrow of SF, except nothing happened because no one could agree. Alpha males, no? When Mary died Mike was there for JG, not only helping him out of his “closed down” fugue, but ultimately introducing him to Claire — “the best possible choice for Jim” — and finally becoming each other’s editors — “logrolling”.

By far the most famous of the name-brand personalities to attend was Steven Spielberg — I got to sit right beside him! Ha, just kidding. Steve and the two Empire producers also attended, albeit in pixilated form, and gave an obviously glowing, but also somewhat underwhelming appreciation of their brief time together. They liked having JG around to help in the “dimensionalizing” of the book, whatever that means, and, of course, they had lots of fun shooting him in the Shanghai party scene, even if that clip was cut.

Steve’s warm memories of JG were also shared by Crash producer Jeremy Thomas, who recalled JG was unusually generous to his film adaptors. His memories involved food and cars, the former being a meal he enjoyed with JG in Cannes after Crash was panned, or should we say skewered? The latter involves a ride he gave JG in a Ferrari, and The Man reaching out to fondle the dashboard leather. A fellow “petrol-head” Jeremy called JG, a secret connoisseur of car magazines, “the equivalent of centerfolds in Penthouse”. I think he’s confusing the author and character here a wee bit, no?

Thomas made way for the enthusiastic and entertaining V Vale, who flew in from his RE/Search offices in San Francisco to breathlessly relate his stories of how he first became aware of JG and his immense appreciation for The Man: “He’s the Shakespeare of the Twentieth Century, the bard of Shepperton”, Vale pronounced, much to the glee of the audience. I’m toasting Vale right now, Simon, for that great line! Dressed in his trademark all black (as he still is), Vale began by confessing he started off as a Burroughs man, and first became aware of JG in 1974 when someone told him Bill had written a preface to a book called Love & Napalm: Export USA. He read it and experienced a life-changing moment. In 1978 Vale interviewed both Bs for the 10th issue of his seminal punkpaper, Search and Destroy. He then realized he had “spent his entire life preparing to meet JG Ballard”, and Burroughs slipped to second place. Cheers, Vale, and thanks for pointing out the obvious to the locals.

Left: V. Vale. Right: Bea Ballard.

After Vale the long, lean and lanky body of Will Self undulated itself to the microphone, and Will amused us all by reading out a handwritten letter –- actually, two of JG’s ubiquitous postcards — he received 16 years ago. Will had written JG, tentatively suggesting he might be the man to write a screenplay for Crash. The reply was short on encouragement, but long on suggestions: JG recommended Will immediately go out and buy a book called The Black Box, which featured the final recordings of crews involved in aircraft crashes. “I’m thinking of writing a novel based entirely on black box recordings,” JG enthusiastically wrote, then suggested it might be a technique Will might try. “He was always suggesting story ideas to me,” Will intoned in a lazy, eccentric drawl oddly reminiscent of JG’s dulcet tones. “I knew it was because he had already thought about it and had abandoned the concept”. Much laughter. Will also revealed a bit of JG’s horror of all things literary and fête. When JG won a PEN Award four months before his passing, it was Will who accepted on JG’s behalf. When he delivered the award, JG took pains to warn Will about the “tweedy” side of the literary world — “It’s very good of them to give me the award but we must always remember” (here, Will’s voice drops conspiratorially) “they are the enemy”.

Left: Jonathan Waxman. Centre: Chris Petit. Right: James Ballard, Jnr.

A very interesting speaker was Professor Jonathan Waxman, JG’s oncologist, who movingly re-emphasized JG’s stoicism and bravery, usually expressed as endless concern for others rather than himself. I kept wondering if this Doctor was anything at all like the endless Doctors who passed through JG’s fiction. He didn’t look like he’d ever been to Africa, though. We learned of the closeness between JG and Claire near the end, although even these emotional moments were subject to JG’s wicked one-liners, such as the time Jonathan called up to see how things were going. “Claire’s been absolutely magnificent,” JG replied, “but then I have to say that, as she’s sitting opposite me cradling a Luger in her lap”. Or his description of chemotherapy being akin to “continually eating bad oysters”.

THE PSYCHE

Left: Bill Spencer.

This is where these planes intersect, and images are born. Or, in this case, reinforced, as blending the public and private in JG is essentially the basis of his creative technique. JG has said himself his greatest story is his life, and the image I think we all will carry forward is of a bifurcated genius — generous family man on the one hand, hard-drinking shockwave rider of a writer on the other. Unique, to paraphrase Amis. My takeaway image was the vid of JG at Lunghua, white hat, white suit, looking suspiciously like someone who firmly expects to see their 14-year-old self appear around a corner. When I got home I patted my brick from G Block.

And that was basically it for the tributes, although they might have gone on all afternoon given the guest list, which included Iain Sinclair, Chris Petit, Toby Litt, Tom Sutcliffe, Maggie Hanbury, Marian Wallace, Joan Bakewell, Solveig Nordlund, Peter York, and JG’s friend from his Cambridge days at the Copper Kettle, Bill Spencer, looking sharp in a hot pink bow tie. Yowsers!

Direct family members who were in attendance but didn’t speak included James Ballard, Jr. — who shares many physical similarities with JG — and JG’s sister Margaret.

Absent or unable to attend were Brian Aldiss, Emma Tennant from Bananas, Hilary Bailey, Martin Bax and Michael Foreman from Ambit, and academics such as Roger Luckhurst, Jeanette Baxter and you.

Left: Iain Sinclair.

What else did I find out during the informal chit-chat afterwards? A few items you may find interesting. Remember all those stories about JG taking his manuscripts out to his back yard and burning them after the book was published? I asked Bea Ballard about this, and she looked at me like I had been in the care of Dr Nathan. No, they haven’t been burned — the girls have all that stuff. Good news. Toby Litt was saying he’s heard the ICA is negotiating with the CCCB in Barcelona in an attempt to get the Autopsy exhibition in London. Their space is quite a bit less than the 90,000 square feet the CCCB lavished, so we’ll see what transpires. I was also approached by Claire Walsh and Gee Vaucher regarding another proposed Ballard exhibition the ladies are planning for a subterranean exhibition at Waterloo. So, perhaps things are picking up in the UK after all.

The memorial ended as these events normally do, Simon, with a sort of time trickle of people down to the remaining few — us, of course — followed by a vote to repair to the nearest bar to discuss the experience, which we’re now doing. Interestingly enough, all of us at the table agree the event was also a sort of Rubicon, a boundary we have now crossed which marks the end of mourning JG’s passing to celebrating his extraordinary life, his loving and generous personality, and, of course, his amazing legacy of work.

It was a helluva day. I’m glad I was there.

Cheers,
Rick.

..:: Previously on Ballardian:
+ ‘What exactly is he trying to sell?’: J.G. Ballard’s Adventures in Advertising
+ ‘Like Alice in Wonderland’: Solveig Nordlund on J.G. Ballard
+ Rick McGrath’s Letter from Barcelona: The Exquisite Corpse, An Autopsy of the New Millennium
+ Review: Grave New World
+ It’s An Ad, Ad, Ad World
+ ‘Woefully Underconceptualised’: Rick McGrath on J.G. Ballard’s Cover Art

J.G. Ballard, photographed at his home in Shepperton for Liberation Newspaper, Paris. Photo courtesy burningrolls.

In Part 1, I asked whether Ballard’s three levels of perception could apply to Ballard’s five advertiser announcements. Look more closely. The first and fifth ads of this series are specifically about and feature Ms Churchill – first just her face, and then just her naked, natural, seaweed-covered body. This bifurcation suggests a natural split between head and body, between mental and physical, between latent and manifest. It also suggests that the three middle ads form some kind of bridge between the eye-dominated conceptual purity of the first ad, and the genital-dominated natural purity of the last. How can this fit within Ballard’s three levels? Here’s a possible answer: ‘Homage’, with its glamorous pose and languid look could represent the world of public events, with its sexuality mimetized on giant billboards across the land.

ABOVE: Detail: ‘Homage to Claire Churchill’ (left) and ‘Venus Smiles’ (right).

On another level, ‘Venus Smiles’ could represent the world of the immediate personal environment, the geometry of postures, the angles of desire, that which has been captured within the immediate and present. This leaves the three middle ads – those without Ms Churchill— as a sort of Coma, Kline and Xero of the inner world; three versions of woman as an imaginary construct, each representing a specific psychopathology of desire. Seen this way the set becomes a kind of psychological study of a love, a public declaration of how, on each level, Ballard can dissect the elements of love into their specific components and conceptualize them as eroticized images, born from his idiosyncratic perception and expressing the validity of his feelings.

This appears to be the manifest… what of the latent? Obviously, given their textual basis in The Atrocity Exhibition, they are also ads for ideas apparently buried within the story/chapters. This additional layer of meaning gives us a new kind of condensation in already compressed text.

If we look at these ads this way, then ‘Homage’ becomes an ad for ‘Notes Towards A Mental Breakdown’, and in this story Catherine Austin and Dr Nathan actually discuss Ballard’s series of ads. In a chapter called ‘Operating Formulae’, Nathan shows Austin the ‘elegant and mysterious advertisements which had appeared that afternoon in copies of Vogue and Paris Match’. Her response will be discussed when ‘Venus Smiles’ is analyzed.

ABOVE: Detail: ‘The Angle Between Two Walls’ (left), ‘A Neural Interval’ (middle) and ‘Placental Insufficiency’ (right).

The three other ads segue neatly into the stories and ideas they promote: ‘Angle’ is from ‘You: Coma: Marilyn Monroe’ a chapter in which Tallis attempts to solve the riddle of Marilyn’s suicide. In the story, the angle between two walls results in the death of Karen Novotny, and a happy ending is problematic as we’re not told if Tallis was able to “solve her suicide” in Novotny’s alternate death.

‘Neural Interval’ promotes ‘The Great American Nude’, and again features the death of Karen Novotny, who dies while trying to “break the code” of an immense plastic representation of Elizabeth Taylor’s body. Pleading for the “positive effects of sexual perversions”, ‘Neural’ supplies a variation on the Novotny “sex kit” with art of a woman encased in sado-masochistic fetish gear. As Ballard says in his later Atrocity Exhibition annotations: “the mass media publicly offer a range of options which previously have been available only in private.” This ad, apparently, reveals yet another of those “options”.

‘Placental Insufficiency’ is associated with ‘You and Me and the Continuum’, a story about a “botched second coming” and a time-man pilot who inhabits the story like an alien in Minkowski space-time, a virgin child outside of an oedipal world. This ad inverts the story, however, as the “insufficiency” of the model’s placenta guarantees no savior, and the freezing of time and space in a daily afternoon ritual. Whatever – the incredible choice of art, a sort of female William Burroughs, is guaranteed to attract your attention – as does all the art in this set.

Like ‘Homage’, ‘Venus’ advertises ‘Notes Towards a Mental Breakdown’, a recapitulation of the Apollo disaster by a staging of the Dealey Plaza death of John Kennedy and the car crashes of Ralph Nader. The story includes one telling chapter which Ballard may using as the basis of this ad. Entitled “What exactly is he trying to sell?”, the copy block features an exchange between Dr Nathan and Catherine Austin, who asks the question in response to these selfsame ads found in popular European publications. Dr Nathan: “’You, Dr Austin. These advertisements constitute an explicit portrait of yourself, a contour map of your own body, an obscene newsreel of yourself during intercourse’”.

Need Ballard be any clearer? Which is why the argument can be made that in this set of ads, Claire Churchill is not only Claire Churchill, but Ballard’s stand-in for Catherine Austin. And further, that each ad represents a conceptualization of not only Claire Churchill, but of the varied, perverse and geometric sexuality of The Atrocity Exhibition.

While Ballard was working on his five ‘Advertiser’s Announcements’, he also found time to create another advertisement for Ambit, entitled ‘J.G. Ballard’s Court Circular’ which appeared in October, 1968.

From an advertising point of view, ‘Court Circular’ appears to have no specific layout at all. Whereas ‘Project for a New Novel’ crammed copy into the rough shape of a billboard, and the ‘Advertiser’s Announcements’ are based on the techniques of real ads, ‘Court Circular’ fills a full-page of a tabloid newspaper and doesn’t resemble an advertisement at all. In fact, given its layout, it appears to be the reverse of an ad, with the headline on the bottom, followed by art, and then the text at the top.

Does this have meaning? One could argue that Ballard knows well how ads should look, so why this inversion? Mike Holliday makes the point that each element of the ad corresponds to Ballard’s three levels of reality, with the photograph of the models representing mediatized reality, Bruce McLean’s stylized drawings the imaginative reality, and Ballard’s concrete poem – a printout – the “everyday” reality.

However, according to a comment Tim Chapman made on ballardian.com, we can also take clues from the ad’s name: “The Court Circular is the daily diary of official engagements of members of the Royal Family, which was carried in ‘newspapers of record’ such as The Times and Daily Telegraph. So the ‘Court Circular’ would have been an expected feature of the newspapers that this special issue of Ambit seems to have been pastiching. ‘JG Ballard’s Court Circular’ could suggest that it’s intended as the record of Ballard’s own official engagements… or, given Ballard’s oft-stated anti-monarchic principles, it may just be satirical.”

The idea of satire makes sense, given the upside-down nature of the ad, which appears to want to be read from the bottom up. In this configuration, the components might be seen to represent Ballard’s conceptual relationship with Ms Churchill, revealing her as the combination of three disparate works of “art” – the photographic, the illustrated, and the described, with the last example ironically given place of honour by being put at the top.

In any case, upside down or not, ‘Court Circular’ is not a triumph of form over content, and as an ad barely lives up to its name. Perhaps that’s the point, as circles have no top or bottom, and you can read this “ad” in a circular manner.

My last example of Ballard’s experiments with advertising is the extended campaigns detailed in Kingdom Come, a novel ostensibly about consumerism, but also about the “message” of advertising and its effects upon an unsuspecting community.

In some ways a variation of the themes in Ballard’s short story ‘The Subliminal Man’, Kingdom Come envisages a society coerced to consume not for economic reasons, but to slake an unconscious thirst for violence hiding under widespread boredom, ennui and ignorance. In actuality, Kingdom Come presents us with two campaigns, both originating in the mind of the protagonist, Richard Pearson – the first for a car designed for driving in London, and the second for the Metro shopping centre in the suburb of Brooklands.

ABOVE: Fictional billboard campaign for HarperCollins’ Kingdom Come promotion.

Pearson’s campaign for a new micro-car is based on the slogan, “Mad is bad. Bad is good.” This upside-down approach, called “strange” by Pearson, is designed to free the consumer from their usual relationships with cars – that is, giving them iconic status – and instead treat these objects as a vehicle for psychopathology – in this case, drive like maniacs and transform yourself into a liberating vehicle of violence and destruction. It’s not boring. And the fact people died as a result of this strange campaign? “Another of the great advertising breakthroughs that got nowhere”, Pearson complains. You can almost hear Ballard chuckling in the background. And while it may be liberating for the populace to buy very small cars with the idea of using them as weapons of psychic liberation, we are, unfortunately, not told anything more about this campaign – except for the fact it got Pearson fired from his job at the ad agency, a situation which then precipitated his divorce.

Once in the suburbs, Pearson irrationally decides to reprise his radical ad campaign: “Brooklands and the motorway towns were the ultimate consumer test panel, and here I could put into practice the subversive ideas that had cost me my career”.

What Ballard is talking about here when he says “subversive” is instinctive advertising – a direct message to the irrational, the purely emotional, the self-serving pleasure principle. The benefits are not product-oriented (new model, spend money, impress your colleagues and neighbours) as they are in ‘The Subliminal Man’, but rather this campaign is social and attempts to appeal to a new kind of consumer who responds not to rational messages about brand personality or product benefits, but to messages designed to appeal to the id, that unorganized, unconscious part of the personality structure that contains the basic drives. In Freud’s formulation: “It is the dark, inaccessible part of our personality… we call it a chaos, a cauldron full of seething excitations… It is filled with energy reaching it from the instincts, but it has no organization, produces no collective will, but only a striving to bring about the satisfaction of the instinctual needs subject to the observance of the pleasure principle.” (12)

The id is also amoral and egocentric, it is without a sense of time, completely illogical, primarily sexual, and infantile in its emotional development. The id can further be divided into two categories – each ruled by the life or death instincts, and in Kingdom Come Ballard focuses his attention on the death instinct, and how it is present in Pearson’s attempts to escape reality through fiction, media, and aggression.

Pearson’s advertising strategies for Brooklands reflect this unorganized outlook: “Message? There is no message. Messages belong to the old politics. No slogans, no messages. New politics. No manifestos, no commitments. No easy answers. They decide what they want”. OK, no message. But what is a non-message? For Pearson, that’s easy: “Madness is the key to everything. Small doses, applied when no-one is really looking.” Overlooking the nitpick that even a non-message is still a message (as we shall see), one could give Pearson the benefit of the doubt and suggest we’ll be seeing something rather different from the usual “50% Off Sale” campaign at the Metro Centre.

ABOVE: Fictional billboard campaign for HarperCollins’ Kingdom Come promotion.

In Kingdom Come we don’t see any actual advertisements, but Ballard does describe the campaign in some detail and outline the media to be used: giant billboards, relentless TV commercials and personal appearances of the campaign’s pitchman, one David Cruise. Pearson’s idea is to reveal him as a “fugitive and haunted hero of a noir film… as a trapped creature of strange and wayward moods – grimacing, frowning, angry, morose, hallucinating and obsessed.” In other words, similar to a four-year-old child… or the pleasure-seeking, pain-averse id.

The novel describes three billboards and six television commercials. As any sophisticated marketer would, Ballard has Pearson design a campaign that builds on itself through evocative scenes, each slightly more fantastic (fictional) than the last. They are indeed mad, although Pearson later calls them “ironic soft-sells”, which is a masterpiece of understatement or self-delusion.

• Billboard #1 shows Cruise, as a “fugitive and haunted hero”, sitting at the wheel of his car, staring ahead at the open road, “and whatever nemesis lay in wait for him.”
• Billboard #2 reveals Cruise in a “nightmare replay of a Strindberg play”, threatening and confused as he stares across a showroom of kitchens.
• TV Spot #1 has Cruise staring “almost ecstatically” at a beat-up garbage can.
• In TV Spot #2 Cruise rings doorbells at random, and when the housewife answers the door, he scowls at her as if to hit her, or beg a place to stay.
• TV Spot #3 shows Cruise “haunting” the Brooklands racing circuit and his mind being “tortured” by squealing tires.
• TV Spot #4 shows Cruise following a group of schoolgirls across a Heathrow concourse “like a would-be child abductor.”
• In TV Spot #5 Cruise is shown howling from the roof of a multi-storey car park.
• TV Spot #6 is just hinted at, but apparently the action takes place in a slaughterhouse. Pearson asks: “The abattoir? Not too gloomy?” And is answered: “Never. Existential choice.” So fraught with death one hardly needs to know the plot.

Pearson himself calls these ads “tense but meaningless psychodramas”, but of course the “meaning” is in the imagery itself – aggressive and violent. It’s what Ballard calls “elective insanity” dressed up in the iconography of the cinema. No longer trapped in their civilized cage of guilty repression and empty minds, the populace of Brooklands quickly responds to Pearson’s siren call of irrational freedom. But then, this is what they’ve been dreaming of: “…people are looking for their own psychopathology. They‘re looking for madness as a way out”. As Pearson notes, his advertisements build on each other in such a way that, “Together they made sense at the deepest levels, scenes from the collective dream forever playing in the back alleys of their mind.”

LEFT: Fictional billboard campaign for HarperCollins’ Kingdom Come promotion.

Pearson’s reconnection with the reality principle comes as he’s driving the streets. Reflecting on the violence his campaign has created, he finally understands the consequences of his actions: “I saw myself as taking part in a merchandising scheme in a suburban shopping mall, using a ‘bad is good’ come-on that was meant to be the ultimate in ironic soft sells. I had recruited a third-rate cable presenter and some-time actor to play the licensed jester, the dwarf at the court of the Spanish kings. But the irony had evaporated, and the slogan had become a political movement… The ad man was faced with the final humiliation of being taken literally.”

There’s the rub, and that’s the danger of advertising Ballard wishes to express in this cautionary tale. Why? Like the unaware populace of ‘The Subliminal Man’, the people of Brooklands also succumb en masse to the message they receive, but not as individuals, as in ‘The Subliminal Man’, but as Philip Tew states in JG Ballard: Contemporary Critical Perspectives, Kingdom Come is “centered upon an underlying malaise not individual or private, but communal”.(13) However, instead of forcing people to do a crazy thing – endlessly buy slightly newer versions of the same product – in Kingdom Come Ballard cuts to the chase and simply encourages people to simply go crazy – with predictable results.

From an advertising point of view, just what is going on in Pearson’s campaign? In structure they appear to be correct: the two billboards offer large, easily-identified images and apparently no copy at all, save perhaps an unmentioned Metro Center logo. Even that may not be necessary, as the pitchman is already a well-known public persona in the community. The six TV commercials are the first of their kind in Ballard’s fiction, and they must be among the oddest commercials ever found in fiction – but then, how many TV spots educate and persuade with glimpses of madness? What is interesting about them is their child-like quality, with their mass of instinctive drives and impulses, their bold representation of fears and aggressions. Technically, the ads are institutional in nature, as they essentially promote a brand – the shopping centre – by equating it with a series of images, usually of an aspirational nature appealing to the mores of the general target group. In that sense, Ballard’s Metro-Centre ads are well-conceived, revealing Pearson’s psychic understanding of the Brooklands population.

ABOVE: Fictional billboard campaign for HarperCollins’ Kingdom Come promotion.

Would such a campaign work in reality? Perhaps in a tightly-controlled dictatorship, where such messages are shown to the exclusion of all others to a population already mad with revenge – Hitler’s Germany, Stalin’s Russia, Bush’s America – but in reality such a conceptual set of ads would have little or no impact upon a lazy, uncaring populace, no matter how much pent-up psychopathology they have buried in their unconscious. They might become a hit on You tube, however. The public consumes ads on a “what’s in it for me” basis, with adults well-trained with experience to gloss over or ignore messages not within their sphere of interest. And Ballard’s noir campaign may be simply too complicated for an average viewer to first comprehend, much less put into action, as there are no direct “commands to action”, an integral part of all advertising messages. No command, no action. This is not to say there are no instances of “crazy ads” on television – it’s an old ploy — especially in the retail sector. The pitch usually involves madness — “we’re crazy to lower our prices this much” – and in rare cases, violence and aggression, such as the American car dealer who took a sledgehammer to new cars and after bashing them in his commercial, reduced the price accordingly. During the late 1960s, when these spots ran, the dealership did Crash-like business. In these instances, however, the psychopathology is directed and focused to a specific sales goal – the point is not to make viewers go out and smash their own cars. In Kingdom Come it’s focused on itself – there’s no “message” to link it to reality. If anything will save us from the horror of Ballard’s marketing nightmare, it’s the simple fact people are too lazy or stupid to do the work of unraveling the madness message and mindlessly adopting it to their own lifestyle. The concept is beautifully executed in Ballard’s psychodrama ads, but it’s a concept that is flawed by its own reliance on the reality principle, which ultimately trumps the pleasure principle upon which the id is based. Well, that and the superego – the state.

So, where does this all leave us? If Ballard did work in a real ad agency, he’d be out on the streets. Real ads cannot withstand the newness and dense conceptualizations of Ballard’s output. Real ads are not as challenging as Ballard’s, in fact, most advertising is nothing more than clichés given a new paint job – old women dressed as tarts. Consumers tend to be frightened by the new, so admen tend to recolonize the familiar by adding a slight twist to it. A perfect example is Saachi & Saachi’s famous punning billboard for Margaret Thatcher’s first UK political campaign – an all-white billboard with a simple, centered headline: “Labour isn’t working.”

Ballard’s ads are artistic, not commercial, although one could imagine them as institutional ads for Ballard’s quiver of concepts. They appear to be dense messages from the subconscious, but are probably highly manipulated concepts of a philosophic nature. Like most of Ballard’s experimental work, they are fascinating more for what they don’t say than what they do. Once again the consumer is expected to complete the process (itself a marketing concept), but even Ballard’s most ad-like ads – the five ‘Advertiser’s Announcements’ – offer up multiple meanings given one’s approach to the set. However, outside the world of harsh reality, and within the world of the unbridled imagination they work hard to reveal those psychological concepts and ideas that Ballard finds interesting enough to separate from his fiction and re-express in a specialized, technical form.

Whether or not it’s Pure Lemon Juice is up to you.

The author wishes to thank Mike Bonsall for his time-saving JG Ballard Concordance, Mike Holliday for his work on ‘Court Circular’, Tim Chapman for his royal insights, and Umberto Rossi for his suggestions and encouragement.

REFERENCES:
(12) Freud, S. (1933) New Introductory Lectures on Psychoanalysis (W.W. Norton & Co, 1965)
(13) Tew, Philip (2008) ‘Situating the Violence of J. G. Ballard’s Postmillennial Fiction: The Possibilities of Sacrifice, the Certainties of Trauma’. JG Ballard: Contemporary Critical Perspectives (Continuum, London 2008) p. 116.

J.G. Ballard in front of his abandoned billboard novel, 1960. Photo: Mary Ballard.

J.G. Ballard’s first professional job as a writer came when he was just 22 years old — as a copywriter for the London-based advertising agency Digby Wills Ltd. He remembers writing ads for a company called Pure Lemon Juice in the three or four months he was employed there, but no doubt the restricted creativity of copywriting didn’t appeal to the young and restless Ballard, and his career next veered into the eat-what-you-kill occupation of door-to-door encyclopedia salesman. From fruit to nuts. But one must assume something about print advertising’s combination of truncated text and stylized design must have had some underlying influence on the young Ballard. His fascination with the structure of advertising — an idea neatly contained in a stylized box, exuding promises of fulfilled desires — and the advertising man himself (both Crash and Kingdom Come feature admen as protagonists) crops up regularly in Ballard’s work from 1958 onwards. One can even trace this interest back to Ballard’s Shanghai youth, where, sharing his interest with the cinema, radio, and comic books, he has repeatedly told the story of his fascination with glossy American magazines and their otherworldly pitches for big cars, washing machines and sexy fashions. The aesthetic of the advertisement appears again and again in Ballard’s work, and it may be informative to examine these ersatz works in detail.

Ballard’s earliest experimental work to include elements of advertising, ‘Project For A New Novel’ (1958), was influenced by the groundbreaking ‘This Is Tomorrow’ Pop art exhibition at London’s Whitechapel Gallery in 1956. And while Ballard claims Pop art and artists had no influence on the commercial fiction he wrote in the late 1950s, the work he did on ‘Project’ reveals he was strongly affected by that exhibition’s interest in collage and the artistic use of everyday or found objects — in this case, the words, text, charts and page layouts of the scientific magazines he edited.

It’s still unclear why so many elements of ‘Project For A New Novel’ resurfaced years later in his breakthrough inner space short story, ‘The Terminal Beach’, and the condensed novel, The Atrocity Exhibition. If Ballard actually knew — and he maybe he didn’t — he wasn’t telling. After all, this is a writer who is fascinated by the mediascape and who thrives on ambiguity and what he calls ‘open-ended’ stories. ‘I wasn’t satisfied just by writing SF stories’, Ballard told David Pringle in 1982. ‘My imagination was eager to expand in all directions.’ [1]

ABOVE: Detail from J.G. Ballard’s ‘Project for a New Novel’ (1958).

And expand it did. ‘Project For A New Novel’ — ostensibly an entire novel reduced to resemble two-page magazine spreads — was designed as an ad to be posted on billboards. As Ballard himself describes the ‘Project’:

“(These are) a series of four facing-page spreads that were specimen pages I put together in the late 50s… sample pages of a new kind of novel, entirely consisting of magazine-style headlines and layouts, with a deliberately meaningless text, the idea being that the imaginative content could be carried by the headlines and overall design, so making obsolete the need for a traditional text except for virtually decorative purposes… The pages from the ‘Project For A New Novel’ were made at a time when I was working on a chemical society journal in London, and the lettering was taken from the US magazine Chemical and Engineering News — I liked the stylish typography. I also like the scientific content, and used stories from Chem. Eng. News to provide the text of my novel. Curiously enough, far from being meaningless, the science news stories somehow become fictionalized by the headings around them.” [2]

Rarely, if ever discussed by Ballard scholars, ‘Project For A New Novel’ remains a kind of curiosity today, a collection of names and themes of interest to those who seek out connections between it and the later works, and those who attempt to fill in its blanks and construct the semblance of a plot from its various components. ‘Project for a New Novel’ was designed to be published on a billboard, however, and as such, had it ever been produced, might have been the first instance of art being published on outdoor media. There was an instance in the late 1960s when Canada’s N.E. Thing Company, founded by Iain Baxter, attempted to publish a line of poetry by placing a word on a billboard in each of Canada’s major cities, thereby constructing a poem 3,000 miles wide, but in both instances, however, Ballard and Baxter’s message surely would have confused or bored almost all of those who observed it. Why? For Baxter, a lack of information; for Ballard, ironically, a lack of time. Our inability to understand the ‘message’ of Project as an ad is not simply a function of the abstract quality of the piece, but because of the severe technical restrictions of billboard media.

LEFT: Image by Rick McGrath.

Designed to be viewed from moving cars (Ballardian in itself), billboards offer the advertiser the benefits of a very large message, but the disadvantage of greatly reduced viewing time. Three to five seconds is the average length of time an individual has to scan a billboard, and this feat has to be accomplished in moving traffic. In order to compensate, successful billboard ads rely on strong, simple visuals and to-the-point messages. No one is going to drive around the block for a second view. It immediately becomes apparent that ‘Project For A New Novel’ breaks these rules by its sheer volume of words and complex, unbalanced layout — as well as the fact it seems to make no sense, offers no brand, no benefits, and no indication of how to respond. But that may be the point, as ‘Project’ is a quasi-surreal piece vaguely reminiscent of the ‘cut-up’ technique used by W.S. Burroughs. This same technical problem was identified by Ballard’s friend and Ambit editor, Dr. Martin Bax, ‘Most of the text you can’t read because when you see things on billboards you don’t read the small print, so the text is deliberately blurred — you can only read the headlines and some remarks.’ [3]

In a September 2008 letter discussing the work, Ballard said, ‘I gave some pages [of Project] away… and then, sadly lost interest — the “fictional” elements were pure stream of consciousness, the first thing to come into my head. I clipped and scissored away.’ [4] Looked at this way, the only real correlation between ‘Project’ and actual billboards is its shape — a correlation that, as we shall see, is developed and expanded to include content in Ballard’s later advertisements.

Ballard’s next foray into the world of advertising came in January 1963 with the publication of the short story, ‘The Subliminal Man’. This story is influenced by Vance Packard’s 1957 tell-all, The Hidden Persuaders, a highly popular book which attempted to reveal advertising’s use of psychological techniques — from motivational to subliminal — to induce an irrational desire for products. ‘The Subliminal Man’, however, is not about advertising. It is concerned with the effects on society of an ‘over-capitalized industrial system’ which requires ever-increasing levels of production and consumption, and is willing to use simple, direct subliminal commands to herd the unsuspecting population.

LEFT: Image by Simon Sellars.

Advertising itself is not overtly critiqued as the society Ballard portrays has no choice of product — there’s only one ‘brand’ of everything — and the subliminal message is not ‘hidden’ within an existing ad. It is interesting to note, however, that the medium chosen by Ballard to deliver this barrage of subliminal commands is again the billboard — appropriate for this culture, which is dominated by cars and the fact that fully one-third of the land space is occupied by roads. ‘The Subliminal Man’ is a warning about what might happen in a state with a fascistic need for increased consumer activity — a theme Ballard would revisit many years later in Kingdom Come — and the point of the subliminal message in this story is not to sell specific products, but to ‘spur’ the populace into increasing productivity and production through ever greater consumption.

Ballard’s next project is the five ‘Advertiser’s Announcements’ he created and published from 1967 to 1971 in Ambit magazine. According to Ballard:

‘Back in the late 60s I produced a series of advertisements which I placed in various publications (Ambit, New Worlds, Ark and various continental alternative magazines), doing the art work myself and arranging for the blockmaking, and then delivering the block to the particular journal just as would a commercial advertiser. Of course I was advertising my own conceptual ideas, but I wanted to do so within the formal circumstances of classic commercial advertising — I wanted ads that would look in place in Vogue, Paris Match, Newsweek, etc. To maintain the integrity of the project I paid the commercial rate for the page, even in the case of Ambit, of which I was and still am Prose Editor. I would have liked to have branched out into Vogue and Newsweek, but cost alone stopped me…’ [5]

While it’s interesting to note that Ballard emphasizes the fun he had in repeating all the steps in the actual production and dissemination of the ads — the craftsman aspect of designing, blockmaking and delivery — Ballard’s five ‘Advertiser’s Announcements’ are not far from the more ‘creative’ ads produced by agencies in the late 1960s, when the emphasis on target groups shifted from war-shocked parents to the leading edge of war babies, from traditional middle class concerns to the newly affluent and psychedelic youth culture. In appearance they most resemble a collage poster — a billboard on end — that may have been created out of Ballard’s original idea to have The Atrocity Exhibition done as a book of montage illustrations: ‘I originally wanted a large-format book, printed by photo-offset, in which I would produce the artwork — a lot of collages, material taken from medical documents and medical photographs, crashing cars and all that sort of iconography.’ [6]

ABOVE: ‘You: Coma: Marilyn Monroe’. One of Mike Foreman’s illustrations for the abandoned illustrated version of The Atrocity Exhibition.

However, they are print ads, although not in the same sense that ‘Project For A New Novel’ is a billboard. They are designed in the usual picture-headline-text layout used by ad agency art directors in the late 1960s, and close inspection reveals an intellectual concept behind the set, although it is not apparently obvious and, in fact, requires the consumer to view all five ads to receive the ultimate message. In July 1968, after he had already begun the series of ads, he told Jannick Storm:

‘It occurred to me about a year ago that advertising was an unknown continent as far as the writer was concerned… I had a number of ideas which I could fit into my short stories, my fiction in general, but they would be better presented directly. Instead of advertising a product I would advertise an idea… I’m advertising extremely abstract ideas in these advertisements, and this is a very effective way of putting them over. If these ideas were in the middle of a short story people could ignore them… But if they’re presented in the form of an advertisement, like one in Vogue magazine, or Life magazine, people have to look at them, they have to think about them.’ [7]

In actuality, these ‘ideas’ were already in his Atrocity Exhibition stories, as we shall see, and one could argue about their overall effectiveness, given the fact most people don’t think of an ad as an artistic puzzle they have to ponder to grasp. And when Ballard says advertising is an ‘unknown continent’, his own ads reveal the extent of his explorations, as well the heads of exotic animals he’s caught along the way.

ABOVE: ‘Homage to Claire Churchill’ (1967): JGB’s first ‘advertiser’s announcement’.

‘Homage to Claire Churchill’ is a coded message written in the Euclidian symbols of atrocity exhibitionese and comes complete with a promise of four future ‘announcements’, revealing, perhaps, that Ballard has already planned the project to conclusion. In this first ad, Ballard eschews a headline in favour of a real head and reduces all to a tightly cropped closeup of Ms Churchill’s smiling face. All that intrudes on the art is a downplayed copy block which links her to Abraham Zapruder and Ralph Nader — icons of high conceptual value to Ballard. ‘Homage to Claire Churchill’ was published in Ambit in July, 1967, and it borrows copy from ‘The Death Module’, simultaneously published in New Worlds and later re-named ‘Notes Towards A Mental Breakdown’ in The Atrocity Exhibition. In the short story the copy obviously doesn’t include any references to Ms Churchill, but the section in which it is found — ‘Pentax Zoom’ — expresses Trabert’s attempt to understand the deaths of the three American astronauts in the ‘equations, gestures and postures’ of Karen Novotny who, in the preceding chapter, appears to be a modulus of domestic bliss: ‘Their period in the apartment together had been one of almost narcotic domesticity. In the planes of her body, in the contours of her breasts and thighs, he seemed to mimetise all his dreams and obsessions.’

This ad also seems to have roots in the chapter entitled ‘The Atrocity Exhibition’, first published as a short story in the September 1966 edition of New Worlds, with Ballard’s advertisement almost an extension of that story’s section, ‘The Enormous Face’, with Ms Churchill replacing Elizabeth Taylor as the object of Ballard’s ‘private and public fantasy’ — this ad supplying the ‘public’ part. One can barely miss the concept at work here: ‘In some way Travis would attempt to relate his wife’s body, with its familiar geometry, to that of the film actress, quantifying their identities to the point where they became fused with the elements of time and landscape.’ Substitute Ballard for Travis, and Ms Churchill for the actress, and it appears this is a poster disguised as an advertisement that is really a love letter. The emphasis on the eyes, and the rhetorical question that follows (‘At what point does the plane of intersection of these eyes generate a valid image of the simulated auto-disaster, the alternate deaths of Dealey Plaza and the Mekong Delta’) admits Ms Churchill to the conceptual world where she provides ‘a set of operating formulae’ for Ballard’s ‘passage through consciousness’. But just what might these operating formulae be? And is there anything to be made from the fact ‘The Death Module’ was renamed ‘Notes Towards A Mental Breakdown’ based on a suggestion by Ms Churchill?

ABOVE: ‘The Angle Between two Walls’ (1967): JGB’s second ‘advertiser’s announcement’.

As Ballard explains: ”The Angle Between Two Walls’ is a still from Alone, the American filmmaker Steve Dwoskin’s movie about a masturbating woman.’ [8] First published in Ambit, September 1967, ‘Angle’ is a link to another Atrocity Exhibition story, ‘You: Coma: Marilyn Monroe’, first published in New Worlds in June, 1966. This ad is another visual-dominant piece, featuring the header, in full reverse, right above a transported female face. Reproduced in high contrast black and white, the woman’s abstracted hand reveals the source of her pleasure, but her thrown-back head reveals the conceptual basis of onanismic sex. Question headlines are usually avoided in real ads (nobody bothers to consider an answer), but in this example Ballard uses the rhetorical question to control our eye and has us read in a backward Z from the headline to the head to hand to text. This announcement is skillfully designed, and actually appears to be an ‘ad’, although one doubts very much that Vogue would consent to run it. The most explicitly ‘sexy’ of the series, Angle introduces the ‘little death’ of a ‘happy ending’, emphasizing in geometric terms the relationship between the two walls of reality and fiction and how they can be conceptualized by the imagination into memory and desire.

And, as we shall see, it also forms part of a larger concept.

ABOVE: ‘A Neural Interval’ (1968): JGB’s third ‘advertiser’s announcement’.

Ballard again: ‘Neural Interval was a picture from a bondage magazine.’ [9]

‘A Neural Interval’ is much the same in design and conception to ‘Angle’, and again the theme is associated with a story from The Atrocity Exhibition — in this case, ‘The Great American Nude’, first published in Ambit in July, 1968 — the same issue as this announcement. ‘A Neural Interval’ is also picture-dominant, showing a bound and gagged woman, dressed in sadomasochistic gear, who appears to be in a boat or beside the ocean. Her picture dominates the ad, and the text is reversed, with the copy left and the headline to the right, probably representing the reversal of affection in a sadistic relationship.

The header, ‘A Neural Interval’, suggests a stoppage in time, or at least a stoppage of stimuli to the senses. The text refers to a chapter in ‘The Great American Nude’ entitled A Diagram of Bones in which women have been reduced to pieces of ‘coloured plastic tubing, the geometry of a Disney.’ In his later annotations to The Atrocity Exhibition, Ballard explains: ‘The past… is reassimilated and homogenized into its most digestible form. Desperate for new, but disappointed with anything but the familiar, we recolonize past and future.’ That is a very good definition of how most advertising works on the conceptual level. Ballard continues: ‘The same trend can be seen in personal relationships, in the way people are expected to package themselves, their emotions and sexuality in attractive and instantly appealing forms.’

This concept of ‘packaging’ is one of the main themes of ‘The Great American Nude’, which features a huge, plastic amorphous Elizabeth Taylor and a Karen Novotny ‘sex kit’, which ‘may be more stimulating than the real thing.’ Or, as Dr Nathan explains: ‘Now that sex is becoming more and more a conceptual act, an intellectualization divorced from affect and physiology alike, one has to bear in mind the positive merits of the sexual perversions.’

Such a perversion, in this case shown by the sadomasochistic illustration, reveals Ballard’s attempt at showing how the ‘outer world of reality’ — packaging — ‘must be quantified and eroticized’: in other words, accepted as a part of the aggressive aspect of the male sexual instinct, and not ‘reassimilated and homogenized into its most digestible form’, an invitation to the boredom and jaded excitements of socially-approved sexuality.

ABOVE: ‘A Placental Insufficiency’ (1970): JGB’s fourth ‘advertiser’s announcement’.

Ballard: ‘I’ve no idea of the source for the strange gun photo, though Les Krims was a very well known US photographer.’ [10]

‘Placental Insufficiency’ was published in Ambit in September, 1970, and uses as part of its text a snippet from ‘You and Me and The Continuum’, first published in the March 1966 issue of Impulse Magazine. This announcement is again almost entirely picture-dominated, showing a naked, middle-aged woman holding a rifle and looking away to the left as she stands in from of a car and trailer in a field. The text is small and difficult to read, as Ballard has chosen white type over a dark, mottled background, obscuring the text from a chapter of ‘You and Me and The Continuum’ entitled Placenta, which reads: ‘The X-ray plates of the growing foetus showed the absence of both placenta and umbilical cord. Was his then, Dr Nathan pondered, the true meaning of the immaculate conception — that not the mother but the child was virgin, innocent of any Jocasta’s clutching blood…’ To this Ballard adds some new copy: ‘Each afternoon she would take me into the garden of the trailer park. Undressing herself, she made me memorize the trajectories of her body.’

The meanings here are dense. In his first ad, ‘Homage’, Ballard identifies this ad as ‘the left axillary fossa of Princess Margaret’ — which actually means her royal armpit. Certainly an insufficient placenta, but in this case, given the ‘insufficiency’ of the headline, one assume this announcement deals with the unconceptualized or real woman, the woman who is not virginal, who does not escape the fate of Oedipus’ mother — and who is not embarrassed or concerned about the ‘packaging’ of her body, given it’s obvious distance from any cultural ideal of a sexual icon. The juxtaposition of the woman and her phallic, but non-aggressive gun adds meaning to the line, ‘the trajectories of her body’, but Ballard reduces her sexuality to the point of the ‘outer world of reality’ and appears to challenge us to ‘quantify and eroticize’ her. The irony, of course, is that the bound and gagged woman of ‘A Neural Interval’ and the naked trailer trash of ‘Placental Insufficiency’ both represent mythologized sexuality, albeit in an extreme form.

ABOVE: ‘Venus Smiles’ (1970): JGB’s fifth ‘advertiser’s announcement’.

As Ballard explains: ‘Claire Churchill… is also the subject of the fifth ad, which shows her, after swimming in the sea off Brighton, sitting naked in the front seat of my car covered with thousands of specks of seaweed — so outraged was she by my sneak photography that she stole my only copy of the ad, but she has agreed in the interests of Art and Literature to have it published.’ [11]

Suffice to say ‘Venus Smiles’ is an ad about voyeurism, about obsession, about the conceptualization of the elements of the body. Suppressed by Claire Churchill for years after Ballard made the photo, she finally relented and allowed her seaweed-strewn naked torso to be published in this ad in the winter, 1971 edition of Ambit. The copy is from two chapters in the short story, ‘Tolerance of the Human Face’, first published in Encounter in 1969. The first sentence is from Marriage of Freud and Euclid, and the second from Fake Newsreels. This ad is also dominated by a photo of a naked female body, and his decision to snap it unawares suggests an obsession with form studied at leisure. Given the ambivalence between title and subject — there is no head to supply a facial smile, although we are shown two sets of ‘lips’ — one is initially tempted to interpret this as a kind of thank-you to the goddess of femininity that the ad’s creator is in such close proximity to a loved one who loves back.

Again, Ballard’s design is asymmetrical in this ad, with the head, art and text forming a forward slash across the page, which is further accentuated by the dominant white legs. The normal manner of reading is once again reversed with the headline on the right and copy to the left. It is also a bookend to the first ad in the series — revealing Ballard’s progression through the psychopathologies of sexuality, from the conceptual to the physical. It is also worth noting that the first ad only shows Ms Churchill’s head, and the last just her body. Full circle, and now complete. But what does the text tell us? The first sentence is more revealing in what it leaves out — the idea in Marriage of Freud and Euclid of ‘turning everything into its inherent pornographic possibilities’ and how this marriage can become deformed through ‘displaced affections’ and an obsession with ‘targeting areas’ of sex and violence. The second sentence, from Fake Newsreels, is preceded by a scene in which Travers searches through ‘montage photographs’ of ‘pain and mutilation’ and Catherine Austin wonders why he is so obsessed with these nightmare images when their actual relationship is the opposite — associated with light, ardor and purity. Perhaps a clue can be found in the preceding chapter, called Hidden Faces, in which Ballard links colliding cars, the ‘geometry of aggression and desire’, with ‘celebrations of his wife’s death, the slow-motion newsreels recapitulating all his memories of childhood…’

When all five ads are considered together a pattern does seem to want to emerge. Mike Holliday, in his article on the three levels of reality in ‘J. G. Ballard’s Court Circular’, notes that: ‘Something else that was evidently important for Ballard at that time is the notion that we live on three different levels simultaneously, and that meaning is created where those different levels intersect.’ Ballard has discussed these three levels at length in various interviews, but perhaps one of the best explanations is given by Dr Nathan in the ‘Planes Intersect’ chapter of ‘Notes Toward A Mental Breakdown’:

‘Planes intersect: on one level, the tragedies of Cape Kennedy and Vietnam serialized on billboards, random deaths mimetized in the experimental auto-disasters of Nader and his co-workers. Their precise role in the unconscious merits closer scrutiny, by the way; they may in fact play very different parts from the one we assign them. On another level, the immediate personal environment, the volumes of space enclosed by your opposed hands, the geometry of your postures, the time-values contained in this office, the angles between these walls. On a third level, the inner world of the psyche. Where these planes intersect, images are born, some kind of valid reality begins to assert itself.’

Can this have any meaning or correlate to these Advertiser’s Announcements? In Part 2, we shall find out.

REFERENCES

[1] Pringle, David. (1984) ‘From Shanghai to Shepperton’. RE/Search: JG Ballard 8/9, (San Francisco, CA: RE/Search, 1984) p. 122.
[2] V. Vale. (1984) RE/Search: JG Ballard 8/9, (San Francisco, CA: RE/Search, 1984) p. 147.
[3] Bax, Martin. (1984) ‘An Interview with Martin Bax’. RE/Search: JG Ballard 8/9, (San Francisco, CA: RE/Search, 1984) p. 39.
[4] McGrath, R. (2008)
[5] V. Vale. (1984) RE/Search: JG Ballard 8/9, (San Francisco, CA: RE/Search, 1984) p. 38.
[6] Pringle, David. (1984) ‘From Shanghai to Shepperton’. RE/Search: JG Ballard 8/9, (San Francisco, CA: RE/Search, 1984) p. 124.
[7] Storm, Jannick. (1968) ‘Interview with Jannick Storm’. Speculation #21, 1969.
[8] V. Vale. (1984) RE/Search: JG Ballard 8/9, (San Francisco, CA: RE/Search, 1984) p. 147.
[9] ibid.
[10] ibid.
[11] ibid.

Margarida Marinho in Aparelho Voador a Baixa Altitude (dir. Solveig Nordlund, 2002).

An interview with Solveig Nordlund follows this review, plus clips from Aparelho Voador a Baixa Altitude.

In 2002 the Ballardian feature-film universe expanded substantially with the release of Aparelho Voador a Baixa Altitude, Solveig Nordlund’s artfully rendered riff on JG Ballard’s 1976 short story, ‘Low-Flying Aircraft’. Seen mainly at film festivals, this Portuguese-Swedish co-production was a welcome addition to the Ballard filmography.

Ballard’s story receives its power from its fantastic setting (an abandoned Spanish resort in the future), his trio of representative characters – Dr Gould, the iconoclast visionary, Richard Forrester, the horny bureaucrat, and Judith Forrester, the mannequin-like mother – and the dark irony of ignoring Mother Nature. Ballard slowly teases out the plot, revealing that humankind has been systematically killing off its deformed newborn (called ‘Zotes’ in the film) for the past thirty years, seemingly unaware they were slaughtering the first generation of a new variation of homo sapiens. The story’s genius lies in its deft and subtle details and immaculate timing, leading the reader blindly along with Forrester through sex hotels of irony to the oddly optimistic ending, where the culture of one empire again crumbles and the children of the world begin to assume control of their new universe.

Culture’s fear of the unknown and special revulsion toward the sexually deformed is analyzed in psychological and artistic terms in ‘Low-Flying Aircraft’. These babies aren’t born with deformities of the limbs, such as the thalidomide babies of the 1960s, but with optic-nerve-exposed eyes and deformed genitals, aberrations guaranteed to register high on the psychological disgust scale. In this otherworld, mothers will kill, not nurture, their abnormal babies. Forrester sees these sexual deformities as ‘grim parodies of human genitalia’, and he cannot go beyond the ‘nervousness and loathing’ they elicit. All is now subject to an irrational norm. Blind but sighted, sexually deviant but innocent, these doomed children offer up a Dorian Gray portrait of civilisation’s obsessions which everyone is only too willing to rip and burn, horrified at seeing their true selves revealed at last.

In the following interview, Nordlund says, ‘I centred the story on the woman, on her fears and longings’. By inverting the masculinity of the short story, the film reclaims the natural bond of mother and baby and corrects the errors of civilisation as Ballard imagines it. As Nordlund explains: ‘When I did the film I thought very much about parents who want to educate their children into copies of themselves and don’t see the beauty of difference.’

LEFT: Solveig Nordlund (photo by Rick McGrath).

The basic plot is still there – the deformed baby is given to Carmen after the epiphany that these newborn aren’t monsters – but pretty well everything else, save the location, is changed to a feminine perspective, a parallel version of Ballard’s original. In Ballard’s story Judith is essentially a baby incubator, reflecting culture’s taboos and fears about abnormality. She immediately forgets all after the child is born and presumed killed, leaving the resort ‘with the amiable and fixed expression of a display-window mannequin’. Nordlund re-creates her as the driving force behind the story, from her desire to have the baby through her troubled pregnancy to her transformative encounters with Carmen and her ultimate ‘correct’ decision. She and Carmen bond to the point where they start looking the same. In a world of generational warfare, this is definitely an act of peace. Gould changes from Ballard’s observant biker hippie pilot into a surrogate mother — thus retaining a slight echo to Ballard’s Gould — and Nordlund is forced to compensate for his philosophic posturings by greatly enlarging the role of Carmen. A black-shawled, hand-signing mongoloid waif in Ballard, found by Gould and herded by silver paint, she’s transformed by Nordlund into a complex mystery, an exotic beauty in slink who wanders the dark halls like a hologram from the future. Forrester’s role is also diminished – he either makes passes at Judite or is combing the deserted grounds, talking with Gould, or stalking Carmen.

Nordlund keeps her eye firmly on the social by replacing Ballard’s Dali references with state-produced posters showing Zotes on the one hand (baby head with dark, wormy areas where the eyes should be, and the menacing ZOTE written underneath) and normal babies on the other (complete with slogans such as “This Is Us” and “I Believe In The Future”). Nordlund has created the same psychological war zone as Ballard, pitting Eros against Thanatos, but she uses a much less psychologically sensitive path, replacing personal “newsreels from Hell” and the attendant disgust with “monsters” one should fear because they’re seen as grotesque throwbacks to an earlier, more primitive time. The sense of disgust, so prevalent in the short story, is not given any kind of deep psychological examination by Nordlund, although flushing a Zote down the toilet is some recognition of the feeling’s psychological roots.

The film is a marvellous treat for eye and ear. Carmen’s psychedelic cave-room, for example, with its watches and fluorescent lighting is amazing. The cinematography of Acácio de Almeida is often breathtaking in its subtle love affair with light, and the music by Johan Zachrisson is evocative and emotional. The special effects are often highly foregrounded to maximise the intimate effect, and art direction is helped immeasurably by the found set, an abandoned seaside resort in Spain. This is a strong, punchy movie that emphasises the flow of the action in carefully crafted edits.

I made contact with Solveig Nordlund during the July opening ceremonies of J.G. Ballard: Autopsy of the New Millennium exhibition at Barcelona’s Museum of Contemporary Culture, where Aparelho Voador a Baixa Altitude was (and will be) screening. We met for a chat and coffee on our final day there, but unfortunately circumstances made it impossible to do any kind of formal interview. Fortunately, Solveig graciously agreed to conduct the following email Q&A after we had settled down from the Millennium Autopsy rush.

– Rick McGrath.

Opening 10-minute sequence from Aparelho Voador a Baixa Altitude. Two further 10-minute extracts are available: Part 2 and Part 3.

RICK McGRATH: Solveig, can you tell us when you first became interested in film, and about the beginnings of your career?

SOLVEIG NORDLUND: I was always interested in film, since I was a child, and I wanted to become a filmmaker. I just didn’t know how. To satisfy my mother I studied at the University of Stockholm and participated in a film made by a theatre group, but I had already met my Portuguese husband and wanted to leave Sweden. My Portuguese husband studied film in London and I followed him there and so it began. I began to work with him and only later did I make proper studies, with the French director Jean Roch in Paris from 1972 to 74.

Do you remember when you first became aware of Ballard?

I read Ballard for the first time in the late 60s in a Portuguese science-fiction collection. I think the first story of his I read was ‘Thirteen to Centaurus’. It must have had a great impact. I began to read all his books and later I made a short film based on this story, called ‘Journey to Orion’. It was totally shot in one of those big ferries between Stockholm and Helsinki. The idea was that the inside of ferryboats and spacecrafts look more or less the same: a closed world with no exit. Made to last for a long time and endure tough weather. After that I obtained the rights to shoot ‘Low-Flying Aircraft’.

When I had the opportunity in 1986 to propose programs about different writers for Swedish television, I proposed Ballard and managed to convince the board. I went to London in order to visit him at his house in Shepperton. I did a series of portraits of my literary favourites, another one was Marguerite Duras. In Sweden the JG interview was called ‘Future Now’ and everybody was impressed with his intensity. JG himself liked it very much. For me it was an opportunity to get to know him and the beginning of a kind of friendship.

What kind of friendship can you have with J.G.? I think I’d always have the feeling he was sizing me up as a potential character. In The Kindness of Women, the family renting the apartment beside the Ballards in Spain are called the Nordlunds. Did you think J.G. was thinking of you?

I feel befriended with Ballard and his universe. That’s the kind of friendship it is. I think he wrote The Kindness of Women at the same time as I made the interview with him. He probably needed a name and took mine.

Was he as you expected?

I expected to meet a tall military-like man and got very surprised when a small, jovial and round man came out of the house. He asked if I had a hat and made me think of Alice in Wonderland. He invited me in and as it was already six in the afternoon he was authorized to begin to drink. We talked and planned the interview for the following day. J.G. Ballard is a fascinating storyteller, also when he is telling his own story.

When you first read ‘Low Flying Aircraft’, did it strike you as filmable?

I think all J.G. Ballard’s stories are filmable and I think I have thought of them all as films. I was on a film festival in Troia, Portugal, the seaside resort that I later used in Aparelho Voador a Baixa Altitude. I think it was in 1987. Troia was a tourist investment that was interrupted by the revolution in 1974, and this abandoned place struck me as the perfect set for a Ballard story. I thought of stories from Vermillion Sands and Low-Flying Aircraft. It took me 15 years to concretise the project.

That’s amazing, that these big lumps of resort would still be vacant after all those years. You must have been amazed. How did you first get in? With permission, or as a trespasser?

It was a tourist project that had begun to be built before the revolution with Brazilian money and that was nationalised after the revolution. Some buildings were used but they never finished the big hotels. They were a kind of unfinished ruins, that you could enter trespassing.

How did Aparelho Voador a Baixa Altitude come about?

After having done the Swedish television program ‘Future Now’ with Jim, I did ‘Journey to Orion’. After that I obtained the rights to film ‘Low-Flying Aircraft’. The film is a Portuguese-Swedish low budget co-production. At the beginning I thought of shooting it in English, with international actors, but the budget didn’t allow it. And as there were threats that they were going to reconstruct the seaside resort Troia, I had to hurry with the film. It was shot in 2002 and one or two years later the towers were imploded.

‘Journey to Orion’ (dir. Solveig Nordlund, 1987). Part 2 is also available.

When did you decide to make the alterations to J.G.’s basic plot?

Ballard’s story is a short story and I had to do a feature film. In Ballard’s story everything is in the head of the husband who is waiting for his wife to come back with the results of the scan. I centred the story on the woman, on her fears and longings. I participated in a workshop directed by the English script doctor Colin Tucker in order to elaborate the script in that sense. It works in the way that a group of people with scripts criticise each other’s works. Colin Tucker directed us.

How did you choose the cast and crew?

The crew was chosen among technicians I normally work with, Acácio de Almeida for example. The cast was chosen among Portuguese actors once it was decided that there was no possibility to have an international cast. I think we shot for eight weeks. And edited for another six weeks. There were some complementary shots and a rather long digital post-production. From the start of shooting till the film finished, it was nine months more or less.

I was slightly surprised by the Orwellian society you use as a backdrop. Where did that idea come from?

I think it comes from Jim Ballard. When I asked him if it was something he thought I should think about when writing the script, he mentioned the laws of genetic cleaning that until very recently were in use for example in Sweden, and the fear of global epidemics, for example, AIDs.

Interesting. Governments are vaguely mentioned in the short story, but in your version they actively seek out and destroy the newborn, which you call Zotes. I like your slogan, too: ‘We Believe In The Future. This is Us.’ Where did that come from?

From nowhere especial. Just sounded right.

How often did you consult with Ballard over the film?

Only in the beginning, when I asked if he had something he wanted to point out in the story.

What do you think is J.G.’s point in the short story? Given the variations in the film, do you feel it still represents Ballard’s vision, or your own?

I think J.G.’s point is to show that humans make everything to transform and dominate nature but that nature always will find new dimensions in order to survive. When I did the film I thought very much about parents who want to educate their children into copies of themselves and don’t see the beauty of difference.

Has J.G. seen it?

Yes, and he liked it very much. He wrote a very enthusiastic letter where he mentioned especially the cinematography and the actress, Margarida Marinho.

She is fantastic. How did you find her?

She is a very well-known and popular Portuguese actress now, but in 2002 she was in the beginning of her career.

The cinematography is truly breathtaking. Aside from the power of the sets, Acácio De Almeida’s lens seems to caress the light in a very Ballardian way. You must have been very happy with the results.

Yes I was. I also was very lucky to have a very good post-production laboratory with very good technicians.

I was also quite taken with the film’s art direction. Mona Teresia Forsén did an amazing job with the film’s overall look. Did you work this out together? Gould’s stylized fluorescent green ‘V’ sign is also compelling.

Mona Teresia Forsén is a very well-known Swedish art director, but there were many hands that collaborated in the creation of the visual aspect. The Zote alphabet, for example, was created by the Portuguese artist Rui Serra.

I thought the sound was foregrounded in an interesting way, and that Johan Zachrisson’s musical score is very evocative. Did you work closely on this with Johan?

Yes. Johan Zachrisson is a collaborator of mine since a long time. He is Swedish but lives and works in Portugal. I think we tried to get a correspondence to the green colour that the doctor paints the world with.

You show Carmen in the film as a sort of futuristic movie starlet, with sexy dark glasses.

Carmen hides her deformed eyes behind dark glasses. She is blind in a conventional way, she sees with other senses, that’s why she moves in such an adulatory way. Don’t forget that her father, the doctor, has made her look like an ordinary Venus client in order to protect her.

Are you influenced by any particular filmmakers?

I admire Alain Resnais’ Muriel and Providence.

Do you think your film has a happy ending?

Yes. Life goes on even if it is not our life.

Will the film ever be available on DVD? Many people are curious to see it.

It is on DVD in Portugal. If somebody is interested in publishing it with English subtitles I would be happy.

Miguel Guilherme and Rui Morrison in Aparelho Voador a Baixa Altitude (dir. Solveig Nordlund, 2002).

Do you have plans to do anything more from the Ballard oeuvre?

I like very much ‘Deep End’, the story about the last fish on Earth. I had plans to do Concrete Island. I think it is an amazing story and so frightening. You can die in the middle of the crowd without anybody seeing you. But the rights JG’s agent demanded were so high that it’s not possible. But who knows, he has many good short stories.

You told me in Barcelona you didn’t think any more JGB stories would be made into films because of the cost of film rights. Can you elaborate?

I think J.G.’s agent has set a Spielberg level for his novels.

I heard £3.5 million — that’s a lot of money. I wonder if JG knows what’s going on? You’d think he’d like to have his stories made into movies, where reality and illusion combine.

I think he knows and agrees.

What appeals to you most about JGB?

J.G.’s stories are often told as thoughts and memories, but those thoughts and memories are very visual. I like to imagine those worlds the main characters see. I think that had the film rights been more accessible, most of his novels would have been made into film. Now, a lot of films inspired by his work have been made instead.

Many people who have visited the Ballard home comment on its quirkiness. Did you find it unusual?

I found it touching, a big man in a small house. Like Alice in Wonderland.

Interview by Rick McGrath, 2008.

Born in Stockholm on June 9, 1943, Solveig Nordlund began working in film while completing her degree in art history from her native Stockholm’s Universitet. Leaving Sweden for Portugal, Nordlund first worked as an assistant and then a film editor on such productions as Sweet Habits (1973) and Doomed Love (1978). In 1976 she co-founded the left-wing film cooperative Grupo Zero, and that year directed her first film, although she received no on-screen credit. In 1978, she directed a pair of medium-length features, but did not direct her first full-length feature until 1980 with Dina e Django. Nordlund then returned to Sweden in 1982 where she founded the Torrom Film Company. In 1986 she directed ‘Journey to Orion’, her take on J.G. Ballard’s ‘Thirteen to Centaurus’, which won a prize at the Bilbao Festival, and also directed a filmed interview with Ballard called Future Now. In 1998, Nordlund’s Swedish-Portuguese-Mozambican co-production Comedia Infantil was nominated for a Tiger Award at that year’s Rotterdam Film Festival. In 1999 she made The Ticket Inspector, which won the RTP/Onda Curta Prize at the Avanca Film Festival, and followed that with Aparelho Voador a Baixa Altitude in 2002, which won an award at the Coimbra Caminhos do Cinema Portugués, and My Baby in 2003.

..:: MORE INFORMATION:
+ Ambar Filmes: blog for Solveig’s film company.
+ Ambar Filmes’ YouTube channel.

..:: NORDLUND & BALLARD ON YOUTUBE:
+ Aparelho Voador a Baixa Altitude trailer.
+ Aparelho Voador a Baixa Altitude (extract; part 1).
+ Aparelho Voador a Baixa Altitude (extract; part 2).
+ Aparelho Voador a Baixa Altitude (extract; part 3).
+ Future Now interview (extract).
+ ‘Journey to Orion’, part 1.
+ ‘Journey to Orion’, part 2.

by Rick McGrath

ABOVE: Rick talking to CCCB Director-General Josep Ramoneda on opening night. Photo by Christian Mauri from Spain’s El Mundo newspaper.

Hola, Simon, and buenos dias from Barcelona.

I’m currently standing in the Carrer de Montalegre, a narrow street deep in the university section of Barcelona. Behind me is the university’s Dept of Philosophy, and I’m standing in the overbright sunlight, looking at an imposing 18th century building which is currently the home of the Centre de Cultura Contemporània de Barcelona (CCCB)… and even more currently the home of the very first museum exhibition ever dedicated to the life and work of JG Ballard.

It’s a great place to be…

I’ve been here two days now, and have toured the show three times in different guises – as it was being finished, once with the Press, and finally at the Grand Opening with Barcelona VIPs – and to tell you the truth, I’m feeling a little late with this report, as I’ve already read all the various and sundry exhibition press releases you and the rest of the world’s media have published. And besides, I was out each Barcelonian night with a short story of fellow Ballardians, and one must follow one’s obsessions. So I thought I wouldn’t cover that ground again. Instead, I’d like to treat you to an overall taste of the experience – a sort of old-fashioned slide show with commentary – a visual tour of what visitors to this extraordinary exhibition will see and experience.

OK, you ready? Visitor’s pass showing?

ABOVE: CCCB exterior.

The first bit of irony comes quickly when you discover this building was first constructed as a hospital. What better place to perform an Autopsy of the New Millennium? Crossing the street we enter the building thru an archway – to the left is the Museum’s administration offices, to the right the ubiquitous gift shop. Ahead is a huge courtyard, empty save for a few trees and student-filled lounge chairs. The building retains its ancient decorations on three sides, and these walls face an angled wall of glass, which rises and tips protectively over the courtyard.

ENTERING THE EXHIBITION

ABOVE: Spain’s longest escalator… a sort of Kingdom Come message to rise into the imaginary…

The trip into the exhibition itself is a Ballardian experience of corridors and obsessively angled floors. It’s a maze. You first walk along the left wall of the courtyard, noticing what must be medical slogans from the 1700s painted on the ornate tiles, then you’re suddenly at a hidden entrance. Turning right, you walk down a long, slow incline, mirrored on the right wall, to a set of hidden doors. Entering, you reverse direction and descend again down another long incline which empties into to a large auditorium with information booths, ticket sales, and a large screen showing the CCCB’s specially-made promotional video for the show.

You’ve already commented on this vid, Simon, so we’ll pass thru here and then climb a series of long, open stairs, which leads us into the new glass tower and onto Spain’s longest escalator – a three-story monster right out of Kingdom Come – which delivers us to the Exhibition’s entrance and a charming young lady who would like to see our passes, por favor.

ABOVE: Martin Amis pontificates; the media records.

We’re here. I’d suggest we put on our surgical masks and rubber gloves now. The first room we enter is actually not part of the Autopsy itself, but a sort of literary introduction to what follows. What we see is a video projection onto a wall that features a number of writers, English and Spanish, French and Catalan, extolling the influence and seductive qualities of Ballard’s work. John Clute, Martin Amis and Catherine Millet I recognized, and once your mind has been properly attuned and your Ballard glasses are in focus, it’s time to enter the Autopsy Rooms proper.

AUTOPSY #1: What I Believe

I believe in the power of the imagination to remake the world, to release the truth within us, to hold back the night, to transcend death, to charm motorways, to ingratiate ourselves with birds, to enlist the confidences of madmen.

This section is called “Credo”, and it’s a multimedia effort with a wall of words and hidden, tiny mirrors, JGB’s dulcet tones, and three video screens repeating what JG says he believes in Spanish, Catalan and English. It’s a repetition of JG’s piece in the January 1984 issue of Science Fiction magazine, in which he summarises his obsessions and their often-disturbing logic.

If you stand in precisely the right spot, the words on the wall before you also reveal tiny mirrors reflecting the light from an electric candle. The words that appear on the TV screens also melt and fade, ebbing and flowing with the tidal resonance of Ballard’s musical speech. It’s a fascinating experience, and I noted both the press and VIPs were mesmerised by the incantory nature of this first cut into the body of our culture.

AUTOPSY #2: From Shanghai to Shepperton

ABOVE: After the 1937 bombing.

I believe in the forgotten runways of Wake Island, pointing towards the Pacifics of our imaginations.

From Credo we dip back in time to JG’s youth in Shanghai and Lunghua camp where the Japanese interned JG and his family for three years. This display begins with a loop from Spielberg’s Empire of the Sun, where young Jimmy attempts to bring the young Japanese kamikaze pilot back to life, and then settles into the real thing in a cleverly-constructed room which shows scenes from the camp on one wall, and opposite, separated by prison-like planking, scenes from the destruction of Shanghai.

ABOVE: Watching Shanghai Jim.

Against the far wall runs a continuous vid of Shanghai Jim, JG’s BBC-produced return to Lunghua in 1991. The CCCB organizers (I’ll laud them later) have done a terrific job of assembling period photographs of Shanghai under siege, and many of these photos I’ve not seen before… but have unconsciously experienced in JG’s work. The camp is represented by a series of soft watercolours, in stark opposition to the black and white photographs of war, and I was pleased and surprised to see the image of Lunghua camp survivor Irene Duguid in two of the photos – I had the pleasure of sitting and talking with her at her home in Surrey just four days earlier.

AUTOPSY #3: Landscapes of Dream

ABOVE: From the surreal image “machine”.

I believe in Max Ernst, Delvaux, Dali, Titian, Goya, Leonardo, Vermeer, Chirico, Magritte, Redon, Duerer, Tanguy, the Facteur Cheval, the Watts Towers, Boecklin, Francis Bacon, and all the invisible artists within the psychiatric institutions of the planet.

This is one of my favourite autopsy rooms. It begins with a short quote from Miracles of Life printed just inches from the floor on a black wall: “At the age of 16, I discovered Freud and the surrealists, a stick of bombs that fell in front of me and destroyed all the bridges I was hesitating to cross.”

This room contains just three exhibits, but powerful ones they are: a photo of JG in his home at Shepperton in front of his Delvaux painting, a new version of the painting specially done for this show by Brigid Marlin (it’s dated 2008), and the piece de resistance, an incredible surreal image generator! As the CCCB press release says: “His writings not only recreates many of the visions of Surrealism, it also reproduces some of its aesthetic strategies – superimpositions, mirroring, false perspectives, mutations – in order to explain the profound structure of the real.”

ABOVE: From the surreal image “machine”.

These strategies are all visualised in this very clever display: ten or so sheets of thin, white muslin cloth have been suspended from the ceiling, approximate three feet apart. At each end a projector illuminates a slowly changing series of images from famous surrealist paintings onto the cloth. Walking back and forth and up and down between the sheets reveals an endlessly-changing collage of images from the likes of Dali, Ernst and Delvaux, spinning endlessly thru impositions and mutations. I spent a lot of time in this room. You will, too.

AUTOPSY #4: Inner Space

ABOVE: Pixelated Ballard.

I believe in madness, in the truth of the inexplicable, in the common sense of stones, in the lunacy of flowers, in the disease stored up for the human race by the Apollo astronauts.

Now we’re moving into more familiar territory – this section deals with the ramifications of JG’s 1962 New Worlds editorial, “Which Way To Inner Space?” Visitors are treated to wall-projected vids of JG’s favourite SF movies (Alien, Alphaville, Barbarella, Close Encounters, Dark Star, Dr Strangelove, Forbidden Planet, Silent Running, The Man Who Fell To Earth, and The Road Warrior) and opposite these imaginary images we move to the real with vids from Cape Canaveral space program projected upon the opposite wall – but in reverse… then you note the large central display case is mirrored and the visuals magically right themselves.

ABOVE: From Rick’s JGB collection.

In this display case are souvenirs of JG’s 1969 trip to Rio for the International Festival of Cinema, and, oh look – some items from my collection have made an appearance: early SF pulps from the 1950s, various magazines, such as Interzone, and literary newspapers such as Bananas. The only thing here I had not seen is a rather Hollywood-inspired photo of JG, looking young, round-cheeked and rather smug in his pressed white shirt and cool shades.

AUTOPSY #5: Disaster Area

ABOVE: Drought car in sand.

I believe in my own obsessions, in the beauty of the car crash, in the peace of the submerged forest, in the excitements of the deserted holiday beach, in the elegance of automobile graveyards, in the mystery of multi-storey car parks, in the poetry of abandoned hotels.

This exhibit begins with a series of small exhibits of clever homages to The Wind from Nowhere, The Drowned World and The Crystal World, and leads ultimately to one of the exhibition’s strongest images: a huge room filled with sand, out of which protrudes the top of a sun- and rust-ravaged car. The effect is enhanced with off-centre lighting, and this startling image of The Drought is one you’ll remember, and think about, long after you leave.

AUTOPSY #6: Technology and Pornography

ABOVE: Cronenberg’s Crash.

I believe in the gentleness of the surgeon’s knife, in the limitless geometry of the cinema screen, in the hidden universe within supermarkets, in the loneliness of the sun, in the garrulousness of planets, in the repetitiveness or ourselves, in the inexistence of the universe and the boredom of the atom.

Now we move into another of my fave pieces of the dismembered millennium… very cleverly organized with each mini-exhibit separated by the white sheets of medical privacy screens. The original use of the building as a hospital is reflected in the ancient arches overhead, and the visuals are pumped up with the addition of a heartbeat-like bass drum slowly thumping in the background. Half of this exhibit is literary, with displays of JG’s “Advertiser’s Announcements”, a copy of the Doubleday Atrocity Exhibition, a facsimile of the “Why I Want To Fuck Ronald Reagan” handout distributed at the Republican Convention, copies of the Warren Commission Report and the book of car crash injuries (which I must get).

ABOVE: Rick in front of the ‘Project for a New Novel’ (photo: Joanne Murray).

The most fascinating object in this section is the original two-page spreads JG made in 1958 or 1959 which he called “Project for a New Novel”. JG gave it to Ambit editor Dr Martin Bax, who had it framed in two sections, and as far as I know this is the very first time the complete piece has been shown outside the Bax home. As you know, parts of it have been reprinted by RE/Search and New Worlds, but this is the only time all of it has been made available for public viewing. Interestingly enough, they have the pieces in the wrong order.

ABOVE: The big visual wall display.

The rest is video, with each examination room showing excerpts from Cronenberg’s Crash, a fragment of Jonathan Weiss’s movie of The Atrocity Exhibition, with real footage of victims of the Hiroshima and Nagasaki bombings, and finally, a huge room showing multi-vids on two walls, with all reflected on a third wall. The effect is startling and cumulative, and on both times I visited both the press & VIPs just stood there, captured by the strength and variety and perversity of the visuals…

AUTOPSY #7: Asepsis and Neobarbarism

ABOVE: Infinity drenched in blue.

I believe in flight, in the beauty of the wing, and in the beauty of everything that has ever flown, in the stone thrown by a small child that carries with it the wisdom of statesmen and midwives.

Here the exhibition features the realist phase of JG’s writings, starting with Running Wild and ending with Kingdom Come. The visuals are split into two – the main effect created by a long corridor, mirrored on one side and at both ends, with the symmetry punctuated by overhead text generators which feature copy from Millennium People. On the unmirrored wall are four TV screens, set at child-height level, and they display a series of looping visuals, such as adverts for gated communities in Dubai, and Disney’s fake town of Celebration, Florida. The whole thing is drenched in a dark blue light, and the mirrors reflect all to infinity in both directions. Very cool.

AUTOPSY #8: The Ballard Library

ABOVE: From my JGB collection.

I believe in the death of the emotions and the triumph of the imagination.

OK, here’s where the bulk of the books the CCCB borrowed from me reside, so I won’t go on at length. Suffice perhaps to say this is the first time they’ve been out in public, and I hope they behave themselves. As well as these excerpts from my collection, this area features a series of computer monitors that allows visitors to replay all the videos shown in the prior exhibits, and three tables contain softcover editions of JG’s work which have been translated into Spanish and Catalan. The public is encouraged to pick up and read a little JG for themselves. Good idea. This section also contains filmmaker Solveig Nordlund’s very important interview with JG – “Encontro con o escritor JG Ballard” – and whoa, let’s not leave you out, Simon, as this is where your outstanding, exhaustive and brilliantly commented selection of Ballardian music can be heard. Great job!

ABOVE: Donovan Wylie’s photography.

The end wall contains a fascinating series of photographs taken in 2006 by Donovan Wylie, which were never published, and they reveal JG at home at approximately the same time he received his unfortunate diagnosis. The final part of this particular autopsy report is the staggeringly honest “Answers Given by Patient JGB to the Eyckman Personality Quotient Test”, from Sam Scoggin’s film The Unlimited Dream Company. In it JG quickly and steadfastly answers “yes” or “no” to a series of rapidfire questions while the camera slowly zooms in on his face, finally settling on an extreme closeup of his left eye. Sixty minute zoom, indeed. This video was very popular, and continually elicited grunts, titters and the odd chittering from its always-large audience.

AUTOPSY #9: Ballardian Art

ABOVE: Michelle Lord with her Ballard-inspired art.

I believe in nothing.

The Exhibition ends, fittingly, with four rooms of art influenced by Ballard and the concept of “Ballardian”. We’re first treated to a wall of unsettling and disturbing photos by Ana Barrado, she of RE/Search publications fame, then a captivating video of sunlight changing the perspectives of two rooms by Ann Lislegaard, photos of Michelle Lord’s miniature models of stacked cars, TV sets, and washing machines…

ABOVE: Mike Bonsall’s Ballardian home movie.

…and finally, Simon, the Ballardian cellphone home videos you commissioned last year, cleverly set up so you watch them on a cellphone.

And that, amigo, is the Exhibition. All in all, around 90,000 square feet of Ballardian bounty. We leave the same way as we arrived, by taking a long escalator ride back to the main floor, reminding me in a curious way that we have traveled “up” into the realm of the unbridled imagination, and are now returning “down” to the reality of convention and habit.

You can keep the surgical mask as a souvenir.

THE MEDICAL TEAM

This is an excellent, thought-provoking, informative exhibition, Simon, and one I’m sure which would have pleased JG had he been well enough to attend. Can you give it greater praise? Yes, those responsible should be dragged out and severely congratulated:

Jordi Costa: The Curator.
Hip, intense, knowledable, and an accomplished writer himself, Jordi’s vision and leadership has created the first, and most impressive overview of JGB, his work and influence. Super job, Jordi!

Marcial Souto: The Advisor.
Marcial has translated 10 of JG’s novels and short story collections, plus many other classic SF, outsider and popular writers. He’s an extremely pleasant and knowledgeable man, and is so interesting I’m going to interview him for you later.

Miquel Nogués: The Coordinator.
He’s the man who tracked down and organized all the various elements of the Exhibition, including the original flats for “Project For A New Novel” from Dr Martin Bax, the news Delvaux painting by Brigid Marlin, all the photographs and videos, and more. Basically, he’s responsible for the body that has been autopsied.

Dani Freixes & Pep Angli: The Designers & Assemblers.
These two gentlemen are responsible for the show’s brilliant visual appeal, the use of colour and music and light. It’s a retinal circus, and they deserve lots of credit.

Mariona Garcia: The Designer.
With the assistance of Anaïs Esmerado, she developed the textual look of the show, relying on understated, clean fonts and all the show’s peripheral print, such as the catalogue, posters and handouts.

Cristina Giribets: The A/V.
She is responsible for all the exhibition’s marvelous audio-visual work, and, it should also be noted that the Large Wall of compelling images found in the Technology and Pornography exhibit was created by Andres Hispano and La Chula Productions. Good eye, everyone!

All in all, a most excellent adventure into the mind of JGB… thank you, doctors, for all your hard work.

And that, Simon, is just about it.

From Barcelona, adios!

– Rick.

Rick McGrath 2008.

All quotes excerpted from ‘What I Believe’ by JG Ballard. All photography by Rick McGrath, except where noted.

…:: FURTHER INFO:

+ More exhibition photography from Rick McGrath
+ J.G. Ballard, Autopsy of the New Millennium
+ Ballard at Kosmopolis
+ Official exhibition blog

…:: Previously on Ballardian:

+ Ballardoscope: some attempts at approaching the writer as a visionary
+ J.G. Ballard: In the Raw
+ JGB exhibition opens tomorrow in Barcelona

Dominika Oramus. Grave New World: The Decline Of The West in the Fiction of J.G. Ballard. University of Warsaw Press, 2007.

review by Rick McGrath

Dr Roger Luckhurst somewhat shocked the gathering of academics at last May’ first international conference on JG Ballard when he suggested all types of literary and cultural theories would find a productive home in Ballard’ open-ended fiction.

It may be somewhat ironic that Luckhurst then pulled out Grave New World and waved it at his audience, because Dominika Oramus’ new book on Ballard is based on the cultural theory that the West is in precipitous decline; her basic tenet in Grave New World is that since the end of World War II western civilization has been merrily racing down the Highway to Hell in a white Pontiac; and all the evidence you need that we’re quickly approaching that gate where Hope is the toll is available in the fiction of J.G. Ballard.

According to Oramus, it all started in 1932: Aldus Huxley published Brave New World, Oswald Spengler published The Decline of The West, and Arnold Toynbee began work on A Study of History. It was not until 1949, however, that Oramus’ theoretical bedrock would be laid in an essay Toynbee wrote called ‘The International Outlook’, in which he noted: ‘The self-inflicted wounds from which civilizations die are not those of a material order. In the past, at any rate, it has been the spiritual wounds which have proved incurable”. No, that’s not religious. In Toynbee’s vernacular, “spiritual” means “internal”.

There you go. For Oramus, “In both his fiction and non-fiction J.G. Ballard describes the dire spiritual changes that have been taking place since the war and have transformed the West”. That’s what this book is about.

It’s All In The ‘Scapes.

One of the most intelligent aspects about Grave New World is the way Oramus organizes her approach. The book starts with a lengthy Introduction in which she lays out her theme, pays polite homage to all the main Ballard critics, from Merrill to Gasiorek, and then offers up a fascinating account of how JGB has publicly remythologized himself over the years, finally emerging as an “orientalist” after the success of Empire of The Sun, novel and movie. Oramus successfully identifies the two main problems prior Ballard critics have faced: his “classification” as a writer, and his proclivity to continuously create and recreate his own public image. The former she dismisses by treating “all of his oeuvre synchronically, as descriptions of different vistas”, and the latter she negates by carefully explaining and then ignoring Ballard’s autobiographical fantasies, trusting the tale and not the teller in the main body of her book.

However, the 11 pages Oramus devotes to Ballard’s self-fiction are some of the most compelling in the book: “The impressions and descriptions of the contemporary world and post-modernist culture mingle with personal memories and ciphered allusions to his books. The devoted reader of Ballard is now faced with a maze of cross-referential allusions and remarks, which together form his imaginary autobiography”. Most of which has been dutifully collected and published by RE/Search Publications.

The next chapter, ‘Grave New World’, is equally interesting, although perhaps mistitled, as the content is a close study of Ballard’s intellectual themes and his theoretical sources. Oramus carefully begins with Huxley, and then moves to a discussion of historians Toynbee, Spengler and Gibbon and their theoretical influence on the young Ballard. Equally influential are concerns of the mind, and Oramus next examines the ideas of Freud, Jung, Laing and the Surrealists, and shows how they, Freud foremost, are essential to understanding Ballard’s fiction. She then moves to mass culture, and examines the ideas of McLuhan, Debord and Baudrillard before finishing the chapter with the weakest links: Toffler, Fukuyama and Huntington in their roles as dire warning futurists. Personally, I’ve never seen much of this trio’s influence in any Ballard, but Oramus probably included them because of their necessary role in her overall thesis of the spiritual (internal) death of the West.

The next five chapters are devoted to Ballardian themes: ‘Battlefields’, a study of war; ‘Cityscapes’, the urban landscape; ‘Mediascapes’, the mass media; ‘Mindscapes’, the inner world; and ‘Wastelands’, the entropic end.

Each of these important themes is intelligently discussed, with conclusions based on close readings of the major novels and short stories. ‘Battlefields’, for example, offers a look at war and violence as “one of the most important motifs in J.G. Ballard’s oeuvre, and surrender to aggression and the death drive are basic characteristics of his vision of contemporary culture.” Oramus treats us to revelatory readings of Empire of the Sun, The Kindness of Women and The Atrocity Exhibition, ultimately linking war, violence and a human mind conditioned to self-destruction with Freud and the A-bomb as a turning point in history with Spengler, to bring it all back to her thesis of decline.

And so it goes through each chapter: a Ballardian landscape is analyzed through its fictional usage in various works, Ballardian sources are applied, conclusions are drawn; the point is made. Sometimes Oramus amuses us with an unusual reading of a Ballard classic, the most daring being her reading of Concrete Island as an hallucination by the protagonist, Maitland, during the seconds that elapsed between the accident and him dying behind the wheel.

On the other hand, in her reading of a lesser work, Day of Creation for example, while astutely recognizing the blend of media and memory Mallory uses to create his tale, she seems to miss the point of it being yet another variation in “creative” autobiography -– a story about writing a story — and veers towards the more sinister reading of the tale being a sign of the power of the media, and how visual culture ensnares its victims.

But this, of course, is the downside of Grave New World — it exists to prove an “external” point, and really, what could be easier than choosing Ballard to substantiate the Ballardian belief that our civilization is slipping into a psychopathological dystopia?

The problem is, a very great part of Ballard’s fiction is not pessimistic, but individually optimistic. Nor are his characters apparently even slightly concerned about changing what’s going on around them — all objects tend to be ciphers, anyway — and they tend to deal with their situations in highly imaginative (“spiritual”) ways that offer personal, not social, psychological relief. There’s also Ballard’s use of humour, which Oramus completely disregards. If we’re all in that Pontiac and Ballard’s driving, there’s a comedy CD playing intermittently on the stereo.

One other aspect of this book I found exasperating is the lack of novels and short stories in the Index. What? Yes… you can’t look up all the times, say, Crash is mentioned. There’s an index or listing for damn near everything else, but nothing for any of the books (Ballard & otherwise) Oramus mentions. Hopefully another edition will solve this serious oversight.

Grave New World is a sort of one-trick pony with ornate dressage. The whole decline of the West thing, although interesting and surely an idea with merit, does begin to pale after awhile, and Oramus almost seems to gloat slightly as she lovingly describes our culture’s long list of woes. It’s almost like complaining about teenagers. However, when she gets into the novels and stories her inner literary critic takes over, and she delivers up many satisfactory readings, links, insights and ideas about most of Ballard’s oeuvre, including, I might add, The Wind From Nowhere, in which we agree many of Ballard’s later stylistic ideas were developed.

What I personally appreciated most about Grave New World is Oramus’ work to establish Freud as perhaps Ballard’s greatest intellectual influence. Her outline of Freud’s Ballard-appropriate theories is clear and succinct, and should help any non-Freudian reader expand their appreciation of all Ballard’s work.

As well, her knowledge of Ballard’s “imaginary” self is extensive and illuminating. Perhaps no other modern writer has created such an extensive mock biography, which he no doubt created to hide behind — a concept Oramus chose not to follow in this work.

At the end of our civilization, I’d rate this as a bifurcated book. The thesis is basically subjective — are we really on the way out? — but the analysis is highly objective, relying basically on the source material. It’s well written, understandable, acknowledges the critical field, and develops a number of Ballardian themes in a way no other critic has attempted. Well worth reading, even if the end is nigh.

Grave New World: The Decline of the West in the Fiction of J.G. Ballard has been produced in a limited quantity. If you’re interested in obtaining a copy, please contact Dominika Oramus at the University of Warsaw.

..:: MORE RICK McGRATH
+ Terminal Collection: Rick McGrath’s JGB site
+ ‘Woefully Underconceptualised’: Rick McGrath on JG Ballard’s Cover Art
+ It’s An Ad, Ad, Ad World: Rick McGrath’s review of Kingdom Come

Review by Rick McGrath

To mark this month’s release of Kingdom Come in paperback, former ad man Rick McGrath takes another look at KC from ‘the perspective of marketing, advertising and psychopathology’. He also takes a look at the Metro-Centre website, a viral-marketing tool used to promote the book, and asks, ‘The abattoir? Not too gloomy?’

If you haven’t read the book yet and need a taster, HarperCollins have helpfully onlined a PDF of the first chapter.

HAS the kingdom come to this? The marketing mavens at HarperCollins Publishers have gone “bad is good” and invented a fake Metro-Centre website in order to help promote sales of J.G. Ballard’s latest novel, Kingdom Come.

Inspired by the novel and the adcap antics of its protagonist, Richard Pearson, “2006 UK Adman Of The Year”, this ersatz shopping centre has attempted to represent itself as revealed in the novel, with David Cruise interviews, St George’s shirts, maps, hours of operation, local news, sports — anything to enhance the illusion. Then, in June 2007, just before the release of the softcover HarperPerennial PS edition of Kingdom Come, they upped the ante. They kept the site’s flowery Metro-Centre sunflower background (which had already changed from 4C to B&W), but brutalized the bland logo into a reversed Helvetica motorcycle gang armpatch, and started running their own versions of Pearson’s psychopathic campaign, ironically attempting to foster consumer interest using irrational ads.

LEFT: David Cruise stands forlornly in an empty parking lot. Apparently we don’t have to wait much longer… one assumes the cars will soon arrive (photo copyright Metro-Centre 2007).

Ahh… the joys of marketing: use an imaginary ad campaign to sell a real book about an imaginary ad campaign. You have to give them credit, for it’s a sad fact that Kingdom Come, in hardcover, was met with mixed notices from UK reviewers when it was published in September 2006. City critics know nothing of the suburbs. But now the publication of Kingdom Come, the softcover, offers an opportunity to re-examine the novel from the perspective of marketing, advertising and psychopathology … and the hidden message behind Pearson’s “ironic” ad campaign.

Pearson, remember, is a recently-fired and divorced advertising executive who leaves his London flat to venture out and into the suburbs to a town called Brooklands, off the M25 motorway, to finalize the estate of his recently-murdered father. Who killed dad? Turns out nobody really cares, and Pearson, dazed and confused in this unlandscape of the uncreative, stands out like a slogan without a brand, writhing in newly-felt emotions as he slowly learns the truth about his now ultimately estranged pater.

No matter. All this is just psychological background for Pearson’s main activity in the novel: unleashing his radical ad campaign for a stupendous shopping complex they call the Metro-Centre.

It takes awhile to get there, but Pearson’s psychotic proclivity to link product and buyer finally crashes into consciousness when he meets the very Ballardian Dr Maxted, a professor-like psychiatrist who loves to make summatory pronouncements and who introduces Pearson to the concept of “elective insanity” — psychopathologies which are “waiting inside us, ready to come out when we need it”. Maxted is always right and never wrong. Pearson falls instantly for this intellectual father figure.

So it’s no surprise that Maxted makes the telling prediction, lecturing Pearson that “the future is going to be a struggle between vast systems of competing psychopathologies, all of them willed and deliberate, part of a desperate attempt to escape from a rational world and the boredom of consumerism”. Hmm… hey, that’s a marketing concept: if rationality is prison-like and our only amusement is more of the boredom of going out to buy something useless, then maybe irrationality will free us and add some excitement to our lives… and perhaps make shopping a pleasure again! Helluva notion. For Pearson, this certainly is the basis of an advertising campaign. But which “competing” psychopathology to use?

Pearson knows the answer. His own self-doubts guide him. He’s already tapped into the power of “elective insanity”. In London, Pearson experimented with what he called a “strange” ad — unfortunately, the first campaign he tried it on worked so well he was fired. Full kudos for being brave, but the campaign for a new micro-car — “Mad is bad. Bad is good.” — dives into a pool of irony so deep as to confuse the public into buying the car and killing themselves by completing the slogan’s logic and concluding “mad is good”. And that is sophisticated London. This is not. Again happily undeterred by any thoughts of consequences, Pearson decides to reprise his radical concept: “Brooklands and the motorway towns were the ultimate consumer test panel, and here I could put into practice the subversive ideas that had cost me my career”.

What’s truly subversive about this campaign, however, is its deeper, latent meaning: this is not a campaign for the Metro-Centre, this is a campaign designed to tap the darkness of Pearson’s own unrealized psychopathologies. Oedipal guilt springs to mind. Too Freudian? How about emasculated male ego? No matter. The sublimation begins. In essence, Pearson unconsciously uses his campaign to advertise his own neuroses upon an already-restive society only too happy to consume the deviance of his “elective insanity”. Sounds bad, but once again the Ballardian character obsessively seeks to touch his inner self by dominating the external environment.

Charged with purpose, Pearson immediately gets to work. Not surprisingly, his deepest insight is right out of Freud: true capital is emotional — once you have their hearts, their wallets will soon follow. Once you have their Ids, their Egos will soon follow. Pearson explains to his newly-recruited pitchman, David Cruise, how this situation can be exploited: “People accumulate emotional capital, as well as cash in the bank, and they need to invest those emotions in a leader figure”.

If this is psychopathologic, David Cruise’s first emotions are anger and hate, possibly against an unidentified victim. The booze angle will become part of the campaign’s theme (photo copyright Metro-Centre 2007).

But what kind of “leader figure” will the population invest in? Do they want a dictator whose specific message demands racial fears and violence? No, says Pearson. “There is no message. Messages belong to the old politics… No slogans, no messages. New politics. No manifestos, no commitments. No easy answers. They decide what they want”. Hah, hah. Hardly. People consume what they’re given. Pearson’s anxieties require him to fictionalize his own psychopathogies. But how? For Pearson, that’s easy: use the irrational. “Madness is the key to everything. Small doses, applied when no-one is really looking.” Sneaky boy has been peeking at Mum again.

Once he’s concocted his concept, Pearson goes on to coach Cruise on how to pull off this acting job: “Be nice most of the time, but now and then be nasty, when they least expect it. Now and then slip in a hint of madness, a little raw psychopathology. Remember, sensation and psychopathy are the only way people contact with each other today.” Get the feeling Pearson is describing his childhood? That Cruise might be another kind of father-substitute … as well as Pearson’s projection?

For the media mix, Pearson chooses giant billboards and relentless TV commercials, along with a regular consumer affairs show on the Metro-Centre’s TV station. With this visual approach, and utilizing the appropriate “raw psychopathology”, Pearson re-creates Cruise as a “fugitive and haunted hero of a noir film … as a trapped creature of strange and wayward moods — grimacing, frowning, angry, morose, hallucinating and obsessed.” Pearson unwittingly describes himself.

Let’s see how Ballard captures these “wayward moods” in Pearson’s ads. The novel describes two billboards and six television commercials. A sophisticated marketer, Pearson has designed a campaign which builds on itself through evocative scenes, each slightly more deviant than the last. They are indeed as zany and irrational as Pearson, although he later calls them “ironic soft-sells”, which is in itself a masterpiece of self-delusion.

Billboard #1: Cruise as a “fugitive and haunted hero”, sitting at the wheel of his car, staring ahead at the open road, “and whatever nemesis lay in wait for him.”

Billboard #2: Cruise in a “nightmare replay of a Strindberg play”, threatening and confused as he stares across a showroom of kitchens.

TV Spot #1: Cruise staring “almost ecstatically” at a beat-up garbage can.

In TV Spot #2: Cruise rings doorbells at random, and when the housewife answers the door, he scowls at her as if to hit her, or beg a place to stay.

TV Spot #3: Cruise “haunting” the Brooklands racing circuit and his mind being “tortured” by squealing tires.

TV Spot #4: Cruise following a group of schoolgirls across a Heathrow concourse “like a would-be child abductor.”

TV Spot #5: Cruise howling from the roof of a multi-storey car park.

TV Spot #6: Just hinted at, but apparently the action takes place in a slaughterhouse. Pearson asks: “The abattoir? Not too gloomy?” And is answered: “Never. Existential choice.” So fraught with death one hardly needs to know the plot.

As with all great campaigns, these advertisements build on each other in such a way that, “Together they made sense at the deepest levels, scenes from the collective dream forever playing in the back alleys of their mind.” Unfortunately, that collective dream turns out to be the physical reality of senseless violence, complete with fascist tendencies.

Our man Cruise doing the Strindberg play thing in a showroom with washers and TVs. Today we’re just a little suicidal… (photo copyright Metro-Centre 2007).

Pearson himself calls these ads “tense but meaningless psychodramas”, but of course the “meaning” is in the tension itself — with Cruise a kind of subhero of Pearson’s subconscious. It’s Dr Maxted’s “elective insanity” dressed up in noir. No longer trapped in their civilized cage of guilty repression, the populace of Brooklands quickly responds to Pearson’s siren call of the instincts and gleefully embraces the Metro-Centre’s call to consumerism … and darker action.

Does the campaign work? Of course, and only too well. Unfortunately, the results are similar to Pearson’s car campaign — increased sales and increased violence. The population of Brooklands, already primed by a spectacle diet of aggressive sports and nationalist mobbing, rush to spend their emotional capital: Cruise achieves celebrity status, Metro-Centre becomes a self-contained church of consumerism, the cash registers ring, and all is outwardly well in Happy Valley. By day. By night Brooklands reflects the dark side of Pearson’s psychopathic campaign. His deep guilt and sexual anxieties are reflected in the street crowds around him. These basic instincts rule the streets and sports stadiums; the individual becomes a mob, and the situation becomes dangerous.

The ad man’s moment of self-realization comes as he’s driving the streets. Reflecting on the violence around him, Pearson muses: “I saw myself as taking part in a merchandising scheme in a suburban shopping mall, using a ‘bad is good’ come-on that was meant to be the ultimate in ironic soft sells. I had recruited a third-rate cable presenter and some-time actor to play the licensed jester, the dwarf at the court of the Spanish kings. But the irony had evaporated, and the slogan had become a political movement … The ad man was faced with the final humiliation of being taken literally.”

A humiliation, indeed -– and the turning point in the novel. But, just in case we still don’t get it, Ballard neatly sums it up. In a meeting between Pearson and Dr Maxted, we finally reach analytic ground zero.

Dr Maxted: “You saw fascism as just another sales opportunity. Psychopathology was a handy marketing tool. David Cruise was your tailor’s dummy … a psychopath with genuine moral integrity.”

Pearson: “Still, everyone admired him.”

Dr Maxted: “Why not? We’re totally degenerate. We lack spine, and any faith in ourselves. We have a tabloid world-view, but no dreams or ideals. We have to be teased with the promise of deviant sex. Our gurus tell us that coveting our neighbour’s wives is good for us, and even conceivably our neighbour’s asses. Don’t honour your father and mother, and break free from the whole Oedipal trap. We’re worth nothing, but we worship our barcodes. We’re the most advanced society our planet has ever seen, but real decadence is far out of our reach. We’re so desperate we have to rely on people like you to spin a new set of fairy tales, cosy little fantasies of alienation and guilt.”

Whoa. So much for English culture. But this pessimistic view is, of course, the reason for the novel in the first place. In an ad, ad, ad world, you get what you psychopathologically deserve.

Cruise’s moment of ecstasy with a beat-up garbage can. The overturned shopping trolley is a nice touch; the billboard was posted in Shepperton (photo copyright Metro-Centre 2007).

Without a doubt Richard Pearson is an interesting addition to the stable of unstable Ballardian characters. He enters the novel a typically damaged professional, emasculated by his wife, fired from his job, and looking for the killer of his alienated father. Lost in this unfamiliar landscape, Pearson transforms it by transforming himself, rewriting his nightmares into an ad campaign of irrationality, which he survives and emerges from as a physically damaged but mentally healthier and wiser individual. Whew. And he gets the girl. And yes, she’s a mother figure.

Ultimately, Pearson’s cathartic campaign comes across as Ballard’s real advertisement for his version of a well-balanced life. Pearson’s failure becomes his salvation. If the Metro-Centre campaign is an externalized, artistic version of Pearson’s inner psychological state, then his recovery comes with its ultimate self-destruction. Once again Ballard confirms his longstanding theme of personal affirmation by following one’s obsessions. Through Pearson, Ballard creates his own extreme advertisement for personal and social redemption: Turn your back on the tabloids. Grow a spine. Have some faith in yourself. Go after your dreams. Have some ideals. In other words, get a life.

In a real way, Kingdom Come the novel is an advertisement itself: read it as a very long print ad warning about the real dangers of subversive dreams when they’re carpet bombed on empty lives. Oh yeah, and admen are crazy. You’ve been warned…

Rick McGrath

..:: MORE INFO
+ Rick McGrath’s J.G. Ballard Collection
+ Ballardian’s interview with Rick McGrath
+ More on Kingdom Come
+ Metro-Centre website