It took me a while to develop my concept so that it had the right attitude and 'positivity' and didn't just come across as a very strict and negative rule book. I wanted to channel the patronising-yet-cheery tone of the 50s adverts, like the reader was almost childlike and used to being told what to do. I ended up using phrases like "DON'T STRESS" which has a positive message but in the "don't exhaust yourself coming up with new ideas" there was a parental patronisation that had a subliminally threatening feel to it. To add to the sense of governmental threat I created fake 'laws' that went with each political message that stated that citizens would be punished if they didn't conform, which of course is one of the main underlying principles in George Orwell's 1984.
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