drghirlanda

Neuroscience, evolution, and culture

Say it without… Human Contact

An ad in the New York subway for a whiskey says “Say it without saying it,” suggesting that it is better to gift someone a bottle of strong liquor than to express your feelings for them. Presumably, you would then proceed to drink said bottle together, in an awkward silence.

The things that you are supposed to “say without saying” are those males in some (many?) cultures feel uncomfortable with (coherently with the traditional target of strong liquor ads). That is: expression of affection for each other. It’s clearly more manly to drink half a bottle of whiskey with your pal than to tell him you care.

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