D E SIG N LEO PORTO
v
3
oscar
MAC NITERﾃ的
Cidade Planejada 1956
Cidade m
mal
CON TENT
BRAVE NEW WORLD ALDOUS HUXLEY
1
OVER -
2
QUANTITY, QUALITY,
3
OVER
4
PROPAGANDA IN
POPULATION
MORALITY
ORGANIZATION
A DEMOCRATIC SOCIETY
IN TE RACTIV E E DITION
5
PROPAGANDA UNDER A DICTATORSHIP
BRAVE NEW WORLD Copyright © 1958 by Aldou Huxley Cover art to the electronic edition copyright © 2013 by Leo Porto All rights reserved. No part of this book may be used or reproduced in any manner whatsoever without written permission except in the case of brief quotation embodied in critical articles and reviews. Electronic editions published 2000, 2010 by RosettaBooks LLC. New York ISBN Acrobat eBook edition: 9780795300127
Still leaning against the incubators he gave them, while the pencils scurried illegibly across the pages, a brief description of the modern fertilizing process; spoke first, of course, of its surgical introduction–”the operation undergone voluntarily for the good of Society, not to mention the fact
6
THE ARS OF
that it carries a bonus amounting to six months’ salary”;
SELLING BRAIN-
continued with some account of the technique for preserv-
WASHING
ing the excised ovary alive and actively developing; passed on to a consideration of optimum temperature, salinity, viscosity; referred to the liquor in which the detached and
7
ripened eggs were kept; and, leading his charges to the
CHEMICAL
work tables, actually showed them how this liquor was
PERSUASION
drawn off from the test-tubes; how it was let out drop by drop onto the specially warmed slides of the microscopes; how the eggs which it contained were inspected for abnor-
8
malities, counted and transferred to a porous receptacle; SUBCONSCIOUS
how (and he now took them to watch the operation) this
PERSUASION
receptacle was immersed in a warm bouillon containing free-swimming spermatozoa–at a minimum concentration of one hundred thousand per cubic centimetre, he insisted; and how, after ten minutes, the container was lifted out of
9
HYPNOPAEDIA
the liquor and its contents re-examined; how, if any of the
EDUCATION FOR
eggs remained unfertilized, it was again immersed, and, if
FREEDOM
necessary, yet again; how the fertilized ova went back to the incubators; where the Alphas and Betas remained until definitely bottled; while the Gammas, Deltas and Epsilons
10
WHAT CAN
were brought out again, after only thirty-six hours, to
BE DONE?
undergo Bokanovsky’s Process. “Bokanovsky’s Process,” repeated the Director, and the students underlined the words in their little notebooks. One egg, one embryo, one adult-normality. But a bokan-
LANGUAGES
ovskified egg will bud, will proliferate, will divide. From
SPECIAL FEATURES
eight to ninety-six buds, and every bud will grow into a
COLOPHON
perfectly formed embryo, and every embryo into a fullsized adult. Making ninety-six human beings grow where
iMAGE GALLERY
only one grew before. Progress. “Essentially,” the D.H.C. concluded, “bokanovskification
CHAP TER 1
A SQUAT grey building of only thirty-four stories. Over the main
Still leaning against the incubators he gave them, w
entrance the words, CENTRAL LONDON HATCHERY AND CONDI-
pencils scurried illegibly across the pages, a brief de
TIONING CENTRE, and, in a shield, the World State’s motto, COMMUNITY, IDENTITY, STABILITY. The enormous room on the ground floor faced towards the north. Cold for all the summer beyond the panes, for all the tropical heat of the room itself, a harsh thin light glared through the windows, hungrily seeking some draped lay figure, some pallid shape of academic goose-flesh, but finding only the glass and nickel and bleakly shining porcelain of a laboratory. Wintriness responded to wintriness. The overalls of the workers were white, their hands gloved with a pale corpse-coloured rubber. The light was frozen, dead, a ghost. Only from the yellow barrels of the microscopes did it borrow a certain rich and
tion of the modern fertilizing process; spoke first, of
of its surgical introduction–”the operation undergon
voluntarily for the good of Society, not to mention th
that it carries a bonus amounting to six months’ sala
continued with some account of the technique for p ing the excised ovary alive and actively developing;
on to a consideration of optimum temperature, salin
viscosity; referred to the liquor in which the detache ripened eggs were kept; and, leading his charges to
work tables, actually showed them how this liquor w
drawn off from the test-tubes; how it was let out dro
living substance, lying along the polished tubes like butter, streak after
drop onto the specially warmed slides of the micros
luscious streak in long recession down the work tables.
how the eggs which it contained were inspected for
malities, counted and transferred to a porous recept
Bent over their instruments, three hundred Fertilizers were plunged,
how (and he now took them to watch the operation)
as the Director of Hatcheries and Conditioning entered the room, in
receptacle was immersed in a warm bouillon contai
the scarcely breathing silence, the absent-minded, soliloquizing hum or
free-swimming spermatozoa–at a minimum concen
whistle, of absorbed concentration. A troop of newly arrived students,
of one hundred thousand per cubic centimetre, he in
very young, pink and callow, followed nervously, rather abjectly, at the
and how, after ten minutes, the container was lifted
Director’s heels. Each of them carried a notebook, in which, whenever
the liquor and its contents re-examined; how, if any
the great man spoke, he desperately scribbled. Straight from the horse’s
eggs remained unfertilized, it was again immersed,
mouth. It was a rare privilege. The D. H. C. for Central London always made a point of personally conducting his new students round the various departments.
necessary, yet again; how the fertilized ova went bac
the incubators; where the Alphas and Betas remaine
definitely bottled; while the Gammas, Deltas and Ep
They were to do their work intelligently–though as little of one, if they
were brought out again, after only thirty-six hours, t
were to be good and happy members of society, as possible. For par-
undergo Bokanovsky’s Process.
ticulars, as every one knows, make for virtue and happiness; generalities are intellectually necessary evils. Not philosophers but fret-sawyers and stamp collectors compose the backbone of society. “To-morrow,” he would add, smiling at them with a slightly menacing geniality, “you’ll be settling down to serious work. You won’t have time for generalities. Meanwhile …” Meanwhile, it was a privilege. Straight from the horse’s mouth into the
“Bokanovsky’s Process,” repeated the Director, and
students underlined the words in their little noteboo
One egg, one embryo, one adult-normality. But a bo
ovskified egg will bud, will proliferate, will divide. F
eight to ninety-six buds, and every bud will grow int
Famous performer Harry Houdini (d. 1892) needs very little introduction. As a stunt man and escapologist, breaking free from handcuffs and chains in death-defying acts was his specialities; he was even known as “Harry Handcuff Houdini� in his early days.
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VARIG was the first airline founded in Brazil, in 1927. From 1965 until 1990 it was Brazil’s leading and almost only international airline. In 2005, Varig went into judicial reorganization, and in 2006 it was split into two companies. Varig was my favorite airline until it closed for good in 2007. If Varig were to come back as the number one airline in Brazil like it once was, it would have to go through a complete rebranding. The following pages contain my view of what Varig should look like if it came back to the market.
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SPECIAL THANKS TO PEDRO SANCHES VIRGINIA MARTINEZ EVAN YI FERNANDO GOMES HEDY SCHULTZ JOHN RUGGERI ADAM WAHLER TIMOTHY SAMARA
PIERIA & DION PHOTOGRAPHY BY FERNANDO GOMES