The rational force succeeds on the emotional force.

i.e. Emotions are primal / causal effects.

—(The emotions motivate the Claim but are NOT a basis for the argument.)

The premise reflects the Claimant’s mindset. That distinguishes a first and a second place — a preceding and a succeeding event.

— (That is also the essential function of the Model.)


Re. the Advertiser / Consumer transaction: 

The Advertiser appropriates the first place. The Consumer defaults to the second place.


The Advertiser, advancing in the first place, starts the transaction. 

— Clearly.

On that basis, the Claimant asserts the Attention as taken not given. As his representation, we are charged with compelling the Advertiser to return the Attention.

Continue to Prologue