[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:01.90,0:00:07.28,Default,,0000,0000,0000,,[ ♫ Gentle Music ♫ ]
Dialogue: 0,0:00:26.44,0:00:29.05,Default,,0000,0000,0000,,Narrator: Ever since ancient times \Nhuman beings have looked to
Dialogue: 0,0:00:29.05,0:00:33.99,Default,,0000,0000,0000,,philosophy for the secret of happiness, \Nbut few philosophers have
Dialogue: 0,0:00:33.99,0:00:37.23,Default,,0000,0000,0000,,come up with more suggestive\Nor more relevant answers than
Dialogue: 0,0:00:37.23,0:00:41.26,Default,,0000,0000,0000,,one born on the Greek island of Samos, \Noff the coast of modern Turkey,
Dialogue: 0,0:00:41.26,0:00:44.64,Default,,0000,0000,0000,,three hundred and forty one years \Nbefore the birth of Christ .
Dialogue: 0,0:00:48.08,0:00:50.23,Default,,0000,0000,0000,,His name was Epicurus. \N
Dialogue: 0,0:00:52.27,0:00:54.84,Default,,0000,0000,0000,,Very little about him has survived;
Dialogue: 0,0:00:54.98,0:00:57.64,Default,,0000,0000,0000,,all of his books have been lost \Nacross the centuries,
Dialogue: 0,0:00:57.64,0:01:02.55,Default,,0000,0000,0000,,leaving his philosophy of happiness to be \Nreconstructed from just a few fragments.
Dialogue: 0,0:01:05.05,0:01:10.81,Default,,0000,0000,0000,,Epicurus believed that we could all \Nfind a way to be happy; the problem was,\N
Dialogue: 0,0:01:10.81,0:01:13.82,Default,,0000,0000,0000,,quite simply, that we were looking \Nin the wrong place.
Dialogue: 0,0:01:16.15,0:01:18.25,Default,,0000,0000,0000,,[♫♫]
Dialogue: 0,0:01:30.28,0:01:35.34,Default,,0000,0000,0000,,Unlike many philosophers, Epicurus' idea \Nof happiness actually sounds rather fun,
Dialogue: 0,0:01:35.98,0:01:38.82,Default,,0000,0000,0000,,he didn't think we should feel guilty\Nabout wanting to have a pleasurable,
Dialogue: 0,0:01:38.82,0:01:42.65,Default,,0000,0000,0000,,enjoyable life and promised that he \Ncould show us how to.
Dialogue: 0,0:01:46.10,0:01:49.84,Default,,0000,0000,0000,,Of course you might wonder why you \Nneed a philosopher at all to teach you how
Dialogue: 0,0:01:49.84,0:01:54.06,Default,,0000,0000,0000,,to have a good time. \NWe seem to think that the key to happiness
Dialogue: 0,0:01:54.06,0:01:56.96,Default,,0000,0000,0000,,is really pretty easy;\Nits all about having a lot of money,
Dialogue: 0,0:01:57.72,0:02:00.22,Default,,0000,0000,0000,,so we can come to places like this,\Nand go shopping.
Dialogue: 0,0:02:02.29,0:02:06.14,Default,,0000,0000,0000,,But before we reach for our wallets, \NEpicurus wanted us to stop and think;
Dialogue: 0,0:02:07.46,0:02:11.07,Default,,0000,0000,0000,,it's easy to imagine that money\Ncan solve everything, but can it?
Dialogue: 0,0:02:12.48,0:02:13.74,Default,,0000,0000,0000,,[ ♫ Singing in Greek ♫ ]
Dialogue: 0,0:02:15.76,0:02:20.95,Default,,0000,0000,0000,,Epicurus was committed to a life of happiness;\Nhe liked sex, laughter and beauty, but
Dialogue: 0,0:02:20.95,0:02:25.66,Default,,0000,0000,0000,,crucially spent his time pointing out that \Nhappiness is in fact, rather a tricky issue,
Dialogue: 0,0:02:27.36,0:02:31.49,Default,,0000,0000,0000,,and a philosopher might help you to find it\Nmore easily than a credit card ever could.
Dialogue: 0,0:02:34.84,0:02:38.42,Default,,0000,0000,0000,,That Epicurus was in favour of pleasure \Nat all shocked many of his ancient Greek
Dialogue: 0,0:02:38.42,0:02:43.62,Default,,0000,0000,0000,,contemporaries, his philosophy became \Nsynonymous with a lotus eating lifestyle.
Dialogue: 0,0:02:48.64,0:02:52.87,Default,,0000,0000,0000,,To this day, people who love luxurious \Neating and drinking can sometimes be
Dialogue: 0,0:02:52.87,0:02:57.32,Default,,0000,0000,0000,,described as Epicurean, in fact that's\Na complete misunderstanding.
Dialogue: 0,0:02:59.32,0:03:02.44,Default,,0000,0000,0000,,[♫ Singing continues ♫ ]
Dialogue: 0,0:03:05.91,0:03:09.04,Default,,0000,0000,0000,,Botton: Epicurus said that pleasure was the \Nmost important thing in life, and yet if
Dialogue: 0,0:03:09.04,0:03:12.47,Default,,0000,0000,0000,,we actually look at the way that he lived,\Nit seems he lived far from a
Dialogue: 0,0:03:12.47,0:03:16.81,Default,,0000,0000,0000,,luxurious life. His house was very\Nsimple, his clothes were extremely basic,
Dialogue: 0,0:03:16.81,0:03:20.74,Default,,0000,0000,0000,,he always drank water rather than wine, \Nhe found fish much too expensive and
Dialogue: 0,0:03:20.74,0:03:24.77,Default,,0000,0000,0000,,he was happy just eating meals with bread,\Nvegetables and a few olives.
Dialogue: 0,0:03:25.64,0:03:29.60,Default,,0000,0000,0000,,He once asked a friend, send me a pot \Nof cheese, so that I can have a feast
Dialogue: 0,0:03:29.60,0:03:33.88,Default,,0000,0000,0000,,whenever I like, these were the kinds\Nof tastes of a man who would describe
Dialogue: 0,0:03:33.88,0:03:35.61,Default,,0000,0000,0000,,pleasure as the end of life.
Dialogue: 0,0:03:46.09,0:03:50.22,Default,,0000,0000,0000,,Narrator: At the heart of Epicurus' philosophy \Nis a simple thought: that we aren't very
Dialogue: 0,0:03:50.22,0:03:54.52,Default,,0000,0000,0000,,good at knowing what will make us happy, \Nthat we may feel powerfully drawn towards
Dialogue: 0,0:03:54.52,0:03:59.32,Default,,0000,0000,0000,,material things, and be convinced that \Nthey are what we require to be happy.
Dialogue: 0,0:03:59.70,0:04:04.49,Default,,0000,0000,0000,,We’re often wrong, what we want is not\Nalways what we need, and nothing shows
Dialogue: 0,0:04:04.49,0:04:07.45,Default,,0000,0000,0000,,that up more starkly than our impulse \Nto go shopping.
Dialogue: 0,0:04:08.69,0:04:13.94,Default,,0000,0000,0000,,Steven: I like shopping, most weeks it’s\Njust a couple of bags but sometimes it’s,
Dialogue: 0,0:04:13.94,0:04:17.21,Default,,0000,0000,0000,,I don’t know like ten/twelve bags a time, \NI like designer names.
Dialogue: 0,0:04:17.95,0:04:23.23,Default,,0000,0000,0000,,Dolce and Gabanna stuff, these clothes, \NDKNY and I love Gucci clothes as well.
Dialogue: 0,0:04:24.03,0:04:27.94,Default,,0000,0000,0000,,Narrator : Steven Perry is a hairdresser from\NLiverpool who spends all his spare time shopping.
Dialogue: 0,0:04:28.99,0:04:33.98,Default,,0000,0000,0000,,Steven: I suppose I could resist, but usually\NI don't, usually I just go in and shop anywhere.
Dialogue: 0,0:04:35.24,0:04:39.71,Default,,0000,0000,0000,,Although when I go out buying all this stuff, \Nit makes me happy, at the end of the
Dialogue: 0,0:04:39.71,0:04:42.66,Default,,0000,0000,0000,,month when the credit card \Nand the store card bills and the
Dialogue: 0,0:04:42.66,0:04:47.42,Default,,0000,0000,0000,,loan payments come out, stuff like that,\Nthen that doesn’t make me happy because
Dialogue: 0,0:04:47.42,0:04:50.24,Default,,0000,0000,0000,,I see how much is going out, every month\Non debt.
Dialogue: 0,0:04:51.74,0:04:54.74,Default,,0000,0000,0000,,[ Indistinct Talking ]
Dialogue: 0,0:04:57.32,0:04:58.93,Default,,0000,0000,0000,,Botton: How many watches have you got?
Dialogue: 0,0:04:59.82,0:05:02.36,Default,,0000,0000,0000,,Steven: Not really that many, probably\Nabout ten. Something like that.
Dialogue: 0,0:05:02.36,0:05:03.89,Default,,0000,0000,0000,,Botton: You've only got ten watches?\NSteven: Only ten
Dialogue: 0,0:05:03.89,0:05:06.62,Default,,0000,0000,0000,,Botton: I've only got one!\NWhat’s the one you’re wearing now?
Dialogue: 0,0:05:06.62,0:05:12.60,Default,,0000,0000,0000,,Steven: A spoon watch at the minute, \NI like this just for general everyday
Dialogue: 0,0:05:12.87,0:05:16.13,Default,,0000,0000,0000,,because it’s only like ninety nine\Npounds and...\N
Dialogue: 0,0:05:16.98,0:05:20.20,Default,,0000,0000,0000,,Narrator: Steven often gets into debt and \NI couldn't help wondering if his desire
Dialogue: 0,0:05:20.20,0:05:21.94,Default,,0000,0000,0000,,to go shopping might be \Na bit out of control.
Dialogue: 0,0:05:22.09,0:05:24.67,Default,,0000,0000,0000,,Botton: So if that’s the everyday watch, \Nwhat’s the fancy watch?
Dialogue: 0,0:05:25.19,0:05:29.43,Default,,0000,0000,0000,,Steven: The thousand pound Tag watch\N-- Oh my God, that’s amazing, so what’s
Dialogue: 0,0:05:29.48,0:05:32.56,Default,,0000,0000,0000,,the craziest thing you've bought in \Nterms of like, bad impulse buying?
Dialogue: 0,0:05:33.29,0:05:35.88,Default,,0000,0000,0000,,A pair of shorts.\N-- From where?
Dialogue: 0,0:05:35.88,0:05:44.75,Default,,0000,0000,0000,,Umm, from a shopping mall in Liverpool, I'll\Nshow you them, they didn’t have my size,\N
Dialogue: 0,0:05:44.75,0:05:50.69,Default,,0000,0000,0000,,so I thought these’ll fit me, \Nbut you put them on and they just tend
Dialogue: 0,0:05:50.69,0:05:55.90,Default,,0000,0000,0000,,to look truly horrendous, \Nlike cycling shorts, sorta thing.
Dialogue: 0,0:05:56.12,0:06:01.58,Default,,0000,0000,0000,,Botton: How much did they cost?\N-- God, I don’t know, about fifty pounds?
Dialogue: 0,0:06:01.64,0:06:05.22,Default,,0000,0000,0000,,Fifty sixty quid, something like that. \NThey were never taken back,
Dialogue: 0,0:06:05.22,0:06:11.98,Default,,0000,0000,0000,,the same as these jeans; I \Nthink these have still got the labels on.
Dialogue: 0,0:06:12.16,0:06:17.70,Default,,0000,0000,0000,,I just got these home and they didn't fit\Nmiles too long and miles too big.
Dialogue: 0,0:06:17.70,0:06:21.85,Default,,0000,0000,0000,,I did mean to take them back \Nbut I don’t like taking things back.
Dialogue: 0,0:06:24.68,0:06:27.99,Default,,0000,0000,0000,,Narrator: Do you ever get home and think \NI'm surrounded by shopping bags
Dialogue: 0,0:06:28.22,0:06:31.04,Default,,0000,0000,0000,,and you’re thinking God, \Nwhat am I going to do with all this?
Dialogue: 0,0:06:31.04,0:06:35.23,Default,,0000,0000,0000,,--Yeah, especially when you come home and \Nyou've just got bags everywhere
Dialogue: 0,0:06:35.23,0:06:39.79,Default,,0000,0000,0000,,and you think, Why have I spent all that? \NAnd the credit card bill comes at the
Dialogue: 0,0:06:39.79,0:06:42.56,Default,,0000,0000,0000,,end of the month and you think,\NOh! Why did I spend all that?
Dialogue: 0,0:06:43.53,0:06:47.58,Default,,0000,0000,0000,,Narrator: In a way we're all a bit\Nlike Steven, people who shop too much;
Dialogue: 0,0:06:47.93,0:06:51.38,Default,,0000,0000,0000,,Epicurus thought he knew why.\NWe don’t understand what we really
Dialogue: 0,0:06:51.38,0:06:57.25,Default,,0000,0000,0000,,need and so fall prey to manic substitute\Ndesires for huge numbers of ill-fitting
Dialogue: 0,0:06:57.25,0:07:02.06,Default,,0000,0000,0000,,trousers or countless pairs of shoes. \NBut Epicurus declared that he had
Dialogue: 0,0:07:02.06,0:07:06.06,Default,,0000,0000,0000,,actually discovered what we did need, \Nand luckily for anyone without
Dialogue: 0,0:07:06.06,0:07:09.48,Default,,0000,0000,0000,,much money, the ingredients of\Nhappiness come pretty cheap.
Dialogue: 0,0:07:12.13,0:07:17.67,Default,,0000,0000,0000,,The first ingredient we need is friends.\NEpicurus took the idea of friendship
Dialogue: 0,0:07:17.67,0:07:21.76,Default,,0000,0000,0000,,very seriously, so seriously that \Nhe made an extremely radical innovation.
Dialogue: 0,0:07:21.76,0:07:25.76,Default,,0000,0000,0000,,When he came to Athens in 306 BC\Nat the age of 35, he bought a large house
Dialogue: 0,0:07:25.76,0:07:30.31,Default,,0000,0000,0000,,just outside the city of Athens, this\Nplace here which he called ‘The Garden’;
Dialogue: 0,0:07:31.09,0:07:34.20,Default,,0000,0000,0000,,of course at that time it was rather\Nbeautiful, more beautiful than it is now,
Dialogue: 0,0:07:34.20,0:07:36.44,Default,,0000,0000,0000,,where it seems to be a taxi graveyard. \N
Dialogue: 0,0:07:39.66,0:07:41.77,Default,,0000,0000,0000,,What he did, was that he bought this house
Dialogue: 0,0:07:41.77,0:07:43.96,Default,,0000,0000,0000,,and asked a group of friends \Nto move in with him.\N
Dialogue: 0,0:07:43.96,0:07:46.24,Default,,0000,0000,0000,,The house was quite large, so there was \Nroom enough for everyone to have
Dialogue: 0,0:07:46.24,0:07:49.22,Default,,0000,0000,0000,,their own quarters at the same time\Nas coming together for meals and
Dialogue: 0,0:07:49.22,0:07:51.82,Default,,0000,0000,0000,,conversations in the common rooms\Nof the house. \N\N
Dialogue: 0,0:07:54.14,0:07:57.52,Default,,0000,0000,0000,,What Epicurus was doing was picking up \Non a rather common sense point,
Dialogue: 0,0:07:57.52,0:07:59.99,Default,,0000,0000,0000,,which is that friends are a\Nmajor source of happiness.
Dialogue: 0,0:08:00.26,0:08:02.92,Default,,0000,0000,0000,,But I think where he was distinctive was \Nin his idea that in order
Dialogue: 0,0:08:02.92,0:08:05.96,Default,,0000,0000,0000,,to really benefit from friends,\Nyou had to see them not just occasionally
Dialogue: 0,0:08:05.96,0:08:09.37,Default,,0000,0000,0000,,not just for the odd drink in a bar\Nor the odd chat on the phone,
Dialogue: 0,0:08:09.37,0:08:13.49,Default,,0000,0000,0000,,he had to be with his friends at all\Ntimes, so they’d be permanent companions.
Dialogue: 0,0:08:13.49,0:08:16.34,Default,,0000,0000,0000,,And I think that was his distinctive\Nidea of happiness.
Dialogue: 0,0:08:19.35,0:08:23.11,Default,,0000,0000,0000,,Narrator: You wouldn't catch Epicurus\Ndevouring lunch on his own in a burger bar;
Dialogue: 0,0:08:23.11,0:08:26.54,Default,,0000,0000,0000,,he recommended that we try \Nnever even to eat a snack alone.
Dialogue: 0,0:08:27.03,0:08:32.31,Default,,0000,0000,0000,,Before you eat or drink anything, he said, \NConsider carefully who you eat or drink with,
Dialogue: 0,0:08:32.31,0:08:36.07,Default,,0000,0000,0000,,rather than what you eat or drink, \Nfor feeding without a friend is the life
Dialogue: 0,0:08:36.07,0:08:37.84,Default,,0000,0000,0000,,of a lion or a wolf.
Dialogue: 0,0:08:40.73,0:08:42.93,Default,,0000,0000,0000,,[ ♫♫ ]
Dialogue: 0,0:08:44.17,0:08:48.40,Default,,0000,0000,0000,,Narrator: The second thing Epicurus thought\Nwe needed to be happy was freedom and
Dialogue: 0,0:08:48.40,0:08:50.73,Default,,0000,0000,0000,,in order to achieve it,\Nhe and his friends decided to
Dialogue: 0,0:08:50.73,0:08:52.31,Default,,0000,0000,0000,,leave Athens altogether.\N
Dialogue: 0,0:08:53.97,0:08:56.74,Default,,0000,0000,0000,,For them, to be free meant to be financially
Dialogue: 0,0:08:56.74,0:09:01.08,Default,,0000,0000,0000,,independent, economically self-sufficient,\Nnot answerable to horrible bosses
Dialogue: 0,0:09:01.08,0:09:04.09,Default,,0000,0000,0000,,for their income, \Nso they resolved to leave city life,
Dialogue: 0,0:09:04.09,0:09:07.79,Default,,0000,0000,0000,,and its competitive and gossipy atmosphere \Nbehind them once and for all.
Dialogue: 0,0:09:08.51,0:09:12.21,Default,,0000,0000,0000,,So they left Athens and started \Nwhat could best be described as a commune.
Dialogue: 0,0:09:12.89,0:09:16.32,Default,,0000,0000,0000,,We must free ourselves from the prison\Nof everyday life and politics,
Dialogue: 0,0:09:16.32,0:09:19.24,Default,,0000,0000,0000,,Epicurus wrote, and that’s \Nprecisely what they did.
Dialogue: 0,0:09:20.44,0:09:23.14,Default,,0000,0000,0000,,The life was simple,\Nbut at least they enjoyed their freedom.
Dialogue: 0,0:09:25.43,0:09:29.31,Default,,0000,0000,0000,,They didn’t mind if they looked shabby, or\Ndidn’t have as much money as other people,
Dialogue: 0,0:09:29.31,0:09:32.63,Default,,0000,0000,0000,,because they were self-sufficient,\Nand had gained their independence
Dialogue: 0,0:09:32.63,0:09:36.90,Default,,0000,0000,0000,,from what other people thought.\NThere was, in a financial sense,
Dialogue: 0,0:09:36.90,0:09:37.86,Default,,0000,0000,0000,,nothing to prove.
Dialogue: 0,0:09:39.94,0:09:44.24,Default,,0000,0000,0000,,Epicurus believed there was a third \Ningredient necessary for happiness,
Dialogue: 0,0:09:44.24,0:09:48.30,Default,,0000,0000,0000,,and that was an analysed life. \NBy which he meant a life in which
Dialogue: 0,0:09:48.30,0:09:52.69,Default,,0000,0000,0000,,we take time off to reflect on our \Nworries, to analyse what is troubling us.
Dialogue: 0,0:09:53.69,0:09:57.56,Default,,0000,0000,0000,,Our anxieties quickly diminish if we give\Nourselves time to think them through.
Dialogue: 0,0:09:59.10,0:10:02.50,Default,,0000,0000,0000,,And to do that we need to take\Na step back from the noisy distractions
Dialogue: 0,0:10:02.50,0:10:06.52,Default,,0000,0000,0000,,of the commercial world, and to find time\Nand space for quiet thinking \N
Dialogue: 0,0:10:06.52,0:10:07.46,Default,,0000,0000,0000,,about our lives.
Dialogue: 0,0:10:09.66,0:10:12.77,Default,,0000,0000,0000,,Of course, having loads of money\Nhas never made anyone unhappy,
Dialogue: 0,0:10:13.07,0:10:16.90,Default,,0000,0000,0000,,but I think the lovely idea in \NEpicurus is that if you’re denied money
Dialogue: 0,0:10:16.90,0:10:21.42,Default,,0000,0000,0000,,for whatever reason, and yet you have\Nhis 3 goods, that is you’ve got friends,
Dialogue: 0,0:10:21.42,0:10:24.53,Default,,0000,0000,0000,,you’ve got an analysed life, \Nand you’re self-sufficient,
Dialogue: 0,0:10:24.53,0:10:26.20,Default,,0000,0000,0000,,then you’ll never be denied happiness.
Dialogue: 0,0:10:27.08,0:10:30.40,Default,,0000,0000,0000,,And conversely, if you’ve got loads of \Nmoney but you’re lacking friends,
Dialogue: 0,0:10:30.40,0:10:32.88,Default,,0000,0000,0000,,you haven’t got a self-sufficient life, \Nyou’re not doing a lot of analysing,
Dialogue: 0,0:10:32.88,0:10:35.49,Default,,0000,0000,0000,,then you’ll never be happy,\Naccording to Epicurus.
Dialogue: 0,0:10:36.04,0:10:39.93,Default,,0000,0000,0000,,So if we try and draw this relationship\Nbetween happiness and money on a graph,
Dialogue: 0,0:10:39.93,0:10:45.12,Default,,0000,0000,0000,,imagine that on this side of the graph\Nyou’ve got levels of happiness,
Dialogue: 0,0:10:45.12,0:10:48.75,Default,,0000,0000,0000,,and then on this side you’ve got\Nlevels of income, for Epicurus,
Dialogue: 0,0:10:48.75,0:10:51.86,Default,,0000,0000,0000,,so long as you’ve got enough money\Nto provide you with the essentials of life
Dialogue: 0,0:10:51.86,0:10:55.63,Default,,0000,0000,0000,,you can start to be happy fairly early on,\Nif you have his 3 goods.
Dialogue: 0,0:10:57.17,0:11:00.83,Default,,0000,0000,0000,,You won’t get any happier the more\Nmoney you accumulate,
Dialogue: 0,0:11:00.83,0:11:04.47,Default,,0000,0000,0000,,the level of happiness stays pretty steady.\NHowever, if you’ve got loads of money,
Dialogue: 0,0:11:04.47,0:11:06.57,Default,,0000,0000,0000,,yet you haven’t got any friends,\Nyou’re not self-sufficient,
Dialogue: 0,0:11:06.57,0:11:09.79,Default,,0000,0000,0000,,you’ve got loads of anxieties,then \Nyou’re level of happiness
Dialogue: 0,0:11:09.79,0:11:11.42,Default,,0000,0000,0000,,is going to stay very flat.
Dialogue: 0,0:11:12.50,0:11:16.13,Default,,0000,0000,0000,,And I think that’s a lovely consoling idea \Nfor anyone who’s either worried about
Dialogue: 0,0:11:16.13,0:11:19.54,Default,,0000,0000,0000,,the fact that they may lose their money \Nor is denied the chance to make any.
Dialogue: 0,0:11:22.08,0:11:24.91,Default,,0000,0000,0000,,Narrator: But if the ingredients of happiness\Nare so simple, why aren't
Dialogue: 0,0:11:24.91,0:11:29.22,Default,,0000,0000,0000,,more of us actually happy?\NEpicurus blamed advertising.
Dialogue: 0,0:11:32.01,0:11:35.46,Default,,0000,0000,0000,,As we've just seen, advertising can be\Nenormously seductive;
Dialogue: 0,0:11:35.46,0:11:39.53,Default,,0000,0000,0000,,it tends to make us feel that there are \Nall sorts of things missing from our lives.
Dialogue: 0,0:11:40.80,0:11:44.56,Default,,0000,0000,0000,,But Epicurus insisted that we only need\Nthree things to be happy:
Dialogue: 0,0:11:44.56,0:11:49.33,Default,,0000,0000,0000,,friends, freedom and an analysed life. \NIf he's right, why then do
Dialogue: 0,0:11:49.33,0:11:50.72,Default,,0000,0000,0000,,we want to shop so much?
Dialogue: 0,0:11:51.64,0:11:55.74,Default,,0000,0000,0000,,Epicurus' answer would be that the \Ncommercial world slyly associates the things
Dialogue: 0,0:11:55.74,0:11:59.19,Default,,0000,0000,0000,,it wants to sell us with the things\Nit knows that we need.
Dialogue: 0,0:12:01.72,0:12:04.98,Default,,0000,0000,0000,,So for example, this might persuade \Nus to buy Bacardi,
Dialogue: 0,0:12:04.98,0:12:08.69,Default,,0000,0000,0000,,but only by blurring the fact that its\Nreally the friends that we're looking for.
Dialogue: 0,0:12:12.24,0:12:14.95,Default,,0000,0000,0000,,This one tries to sell us perfume\Nby naming it after the thing
Dialogue: 0,0:12:14.95,0:12:17.71,Default,,0000,0000,0000,,we're all really after: freedom.
Dialogue: 0,0:12:22.64,0:12:26.28,Default,,0000,0000,0000,,And this one flogs us whiskey by promising\Nthe calm resolution of our problems
Dialogue: 0,0:12:26.28,0:12:28.77,Default,,0000,0000,0000,,that only an analysed life\Ncould bring us.
Dialogue: 0,0:12:31.96,0:12:33.27,Default,,0000,0000,0000,,And it's this blurring of our
Dialogue: 0,0:12:33.27,0:12:36.79,Default,,0000,0000,0000,,desires that makes us so confused \Nabout what it is we want.
Dialogue: 0,0:12:39.13,0:12:42.96,Default,,0000,0000,0000,,What are the most important things\Nthat make you happy?
Dialogue: 0,0:12:42.96,0:12:49.85,Default,,0000,0000,0000,,--Umm, the people around me, if \Ntheyre happy then I'm happy, umm,
Dialogue: 0,0:12:50.86,0:12:55.46,Default,,0000,0000,0000,,and like if works going good then \Nthat makes me happy as well.
Dialogue: 0,0:12:55.74,0:12:59.22,Default,,0000,0000,0000,,But do you ever think, \Nwhat if I threw all this away,
Dialogue: 0,0:12:59.22,0:13:04.08,Default,,0000,0000,0000,,threw all that away, all these jumpers, \Nand just concentrated on getting work right,
Dialogue: 0,0:13:04.08,0:13:06.61,Default,,0000,0000,0000,,getting a family and friends right\NI would never have to go to the
Dialogue: 0,0:13:06.61,0:13:08.93,Default,,0000,0000,0000,,Trafford centre again.
Dialogue: 0,0:13:08.93,0:13:13.29,Default,,0000,0000,0000,,Steven: Yeah, because if I shop to cheer myself \Nup, if I'm already happy then I dont need
Dialogue: 0,0:13:13.29,0:13:14.93,Default,,0000,0000,0000,,to cheer myself up do I?
Dialogue: 0,0:13:17.15,0:13:23.83,Default,,0000,0000,0000,,Steven: So at the minute Im fairly happy so I'm\Nnot shopping quite as much as I used to,
Dialogue: 0,0:13:24.69,0:13:29.03,Default,,0000,0000,0000,,but who's to say that next week\Nsomething might happen and then
Dialogue: 0,0:13:29.03,0:13:30.29,Default,,0000,0000,0000,,I'll just have to go and shop.
Dialogue: 0,0:13:44.17,0:13:48.18,Default,,0000,0000,0000,,Epicurus may have lived more than\Ntwo thousand years ago but he would've
Dialogue: 0,0:13:48.18,0:13:52.68,Default,,0000,0000,0000,,understood the pressures that make people\Nlike Steven shop so much, and he had a bold
Dialogue: 0,0:13:52.68,0:13:57.65,Default,,0000,0000,0000,,and practical solution to counter them. \NThe place to find it is here in a dusty
Dialogue: 0,0:13:57.65,0:14:03.31,Default,,0000,0000,0000,,and remote corner of South-Western Turkey. \NThat Epicurus should still speak to us
Dialogue: 0,0:14:03.31,0:14:07.07,Default,,0000,0000,0000,,at all is something of a miracle,\Nas every one of the three hundred books
Dialogue: 0,0:14:07.07,0:14:11.71,Default,,0000,0000,0000,,that he wrote has been lost. But his\Nphilosophy developed into a kind of creed,
Dialogue: 0,0:14:11.71,0:14:15.47,Default,,0000,0000,0000,,almost like a religion, and remained \Npopular for some four hundred years.
Dialogue: 0,0:14:16.30,0:14:21.62,Default,,0000,0000,0000,,Epicurean communities were founded in places\Nlike this, all across the ancient world. And
Dialogue: 0,0:14:21.62,0:14:25.56,Default,,0000,0000,0000,,it's largely thanks to them that fragments\Nof what Epicurus wrote have survived.
Dialogue: 0,0:14:32.83,0:14:36.59,Default,,0000,0000,0000,,Narrator: I've come with local Archaeologist \NMustufu Adak to see the ruins of .
Dialogue: 0,0:14:36.59,0:14:38.80,Default,,0000,0000,0000,,the ancient town of Oinoanda.
Dialogue: 0,0:14:42.57,0:14:44.26,Default,,0000,0000,0000,,Oinoanda was once home to
Dialogue: 0,0:14:44.26,0:14:47.59,Default,,0000,0000,0000,,twenty five thousand people;\Na place with a lavish theatre,
Dialogue: 0,0:14:47.59,0:14:50.31,Default,,0000,0000,0000,,a busy market place, or agora,\Nand a huge aquaduct.
Dialogue: 0,0:14:51.63,0:14:53.31,Default,,0000,0000,0000,,It was also home to a follower
Dialogue: 0,0:14:53.31,0:14:57.82,Default,,0000,0000,0000,,of Epicurus' philosophy, one of the\Nwealthiest citizens of the town,
Dialogue: 0,0:14:57.82,0:15:00.39,Default,,0000,0000,0000,,a man called Diogenes, of Oinoanda.
Dialogue: 0,0:15:04.38,0:15:09.10,Default,,0000,0000,0000,,Around the AD 120s, this Diogenes took \Na highly unusual decision,
Dialogue: 0,0:15:09.54,0:15:14.05,Default,,0000,0000,0000,,he paid for an enormous wall to be put\Nup as part of a giant structure
Dialogue: 0,0:15:14.05,0:15:17.67,Default,,0000,0000,0000,,known as a Stoa, on which he\Nhad inscribed Epicurus'
Dialogue: 0,0:15:17.67,0:15:22.26,Default,,0000,0000,0000,,entire philosophy of happiness,\Nso that all the citizens of his town
Dialogue: 0,0:15:22.26,0:15:24.20,Default,,0000,0000,0000,,could learn and be inspired by it. \N
Dialogue: 0,0:15:24.91,0:15:30.21,Default,,0000,0000,0000,,Botton: Where are we walking now?\NMustufu: We are walking now in the old agora
Dialogue: 0,0:15:31.09,0:15:33.48,Default,,0000,0000,0000,,where Diogenes had his Stoa.
Dialogue: 0,0:15:39.59,0:15:41.93,Default,,0000,0000,0000,,Botton: What we're seeing now\Nis bits of the wall.
Dialogue: 0,0:15:41.93,0:15:45.68,Default,,0000,0000,0000,,Mustufu: This wall was broken up by an earthquake,\Nmost probably,
Dialogue: 0,0:15:45.68,0:15:50.00,Default,,0000,0000,0000,,and there are more than \Ntwo-hundred fragments of the inscription.
Dialogue: 0,0:15:51.65,0:15:55.28,Default,,0000,0000,0000,,This is one of the fragments;\Nthis is the beginning of the inscription.
Dialogue: 0,0:15:55.28,0:15:56.73,Default,,0000,0000,0000,,Botton: And this is where \NDiogenes tries to explain why he
Dialogue: 0,0:15:56.73,0:15:59.73,Default,,0000,0000,0000,,put up the wall in the first place
Dialogue: 0,0:15:59.73,0:16:05.92,Default,,0000,0000,0000,,Mustufu: Yes, hes saying that if there \Nwere one or two persons who are lost,
Dialogue: 0,0:16:05.92,0:16:11.75,Default,,0000,0000,0000,,he could educate them personally, \Nbut there are more, many people, \N
Dialogue: 0,0:16:11.75,0:16:13.68,Default,,0000,0000,0000,,So he decided to put up this stone.
Dialogue: 0,0:16:14.25,0:16:17.29,Default,,0000,0000,0000,,So if there were just one or two people\Nwho didn't know how to be happy,
Dialogue: 0,0:16:17.29,0:16:20.54,Default,,0000,0000,0000,,he'd go and talk to them, \Nbut because there are so many the best way
Dialogue: 0,0:16:20.54,0:16:25.08,Default,,0000,0000,0000,,to help them is to actually put up \Na wall in the middle of the town. 
Dialogue: 0,0:16:25.49,0:16:28.56,Default,,0000,0000,0000,,That's right, that's the explanation\Nhe gives here in this part.
Dialogue: 0,0:16:29.22,0:16:35.39,Default,,0000,0000,0000,,Botton: What a lovely thing to do.\NDiogenes was acting on a crucial
Dialogue: 0,0:16:35.39,0:16:40.32,Default,,0000,0000,0000,,idea in Epicurus, that in order to live\Nwisely, it isn't enough just to read a
Dialogue: 0,0:16:40.32,0:16:44.49,Default,,0000,0000,0000,,philosophical argument once or twice; \Nwe need constant reminders
Dialogue: 0,0:16:44.49,0:16:47.93,Default,,0000,0000,0000,,of it, or we'll forget.\NWhen we're encouraged to go shopping
Dialogue: 0,0:16:47.93,0:16:51.60,Default,,0000,0000,0000,,by bright lights and inviting displays \Nwe're quickly liable to lose
Dialogue: 0,0:16:51.60,0:16:53.36,Default,,0000,0000,0000,,sight of our true desires.\N
Dialogue: 0,0:16:55.49,0:16:57.20,Default,,0000,0000,0000,,So we have to counteract the influence
Dialogue: 0,0:16:57.20,0:17:01.91,Default,,0000,0000,0000,,of advertising by creating advertisements \Nwhich say what we really do need,
Dialogue: 0,0:17:02.97,0:17:05.93,Default,,0000,0000,0000,,and that's why Diogenes put up his wall. \N
Dialogue: 0,0:17:06.35,0:17:09.56,Default,,0000,0000,0000,,Mustufu: ...and I think this door collapsed then.
Dialogue: 0,0:17:09.56,0:17:10.89,Default,,0000,0000,0000,,Botton: What is this here?
Dialogue: 0,0:17:10.89,0:17:14.23,Default,,0000,0000,0000,,Mustufu: This is another very \Nfascinating fragment...
Dialogue: 0,0:17:14.23,0:17:15.96,Default,,0000,0000,0000,,Narrator: The massive limestone wall \Noriginally stood right next
Dialogue: 0,0:17:15.96,0:17:18.72,Default,,0000,0000,0000,,to the marketplace of the town.\N
Dialogue: 0,0:17:19.100,0:17:22.46,Default,,0000,0000,0000,,Inhabitants shopping in the\Nboutiques of Oinoanda
Dialogue: 0,0:17:22.46,0:17:25.60,Default,,0000,0000,0000,,were warned to expect little \Nhappiness from the activity.
Dialogue: 0,0:17:29.17,0:17:33.80,Default,,0000,0000,0000,,Luxurious food and drinks, says one\Nfragment, in no way protect you from harm;
Dialogue: 0,0:17:36.55,0:17:41.37,Default,,0000,0000,0000,,wealth beyond what is natural is no more\Nuse than an over-flowing container.
Dialogue: 0,0:17:42.08,0:17:47.16,Default,,0000,0000,0000,,Real value is generated not by \Ntheatres and bars, perfumes and ointments,
Dialogue: 0,0:17:47.16,0:17:48.14,Default,,0000,0000,0000,,but by philosophy.
Dialogue: 0,0:17:53.60,0:17:57.87,Default,,0000,0000,0000,,The wall may have crumbled into ruin,\Nbut movingly the ideas inscribed
Dialogue: 0,0:17:57.87,0:18:00.02,Default,,0000,0000,0000,,on it retain their life and their relevance.\N
Dialogue: 0,0:18:01.25,0:18:03.02,Default,,0000,0000,0000,,Botton: It strikes me as a real\Nparadox really,
Dialogue: 0,0:18:03.02,0:18:05.67,Default,,0000,0000,0000,,that you would've had where people \Nwere doing their shopping,
Dialogue: 0,0:18:05.67,0:18:08.10,Default,,0000,0000,0000,,they're sort of carrying their shopping,\Nand then on the wall you've got these
Dialogue: 0,0:18:08.10,0:18:12.48,Default,,0000,0000,0000,,reminders that shopping is \Nnot necessarily going to make you happy.
Dialogue: 0,0:18:12.48,0:18:16.88,Default,,0000,0000,0000,,Mustufu: Yes, the letters of the inscription\Nwere red so that everyone could see them...
Dialogue: 0,0:18:16.88,0:18:19.52,Default,,0000,0000,0000,,Oh right, so it was all written in red?\NMustufu: In red yes.
Dialogue: 0,0:18:19.52,0:18:21.95,Default,,0000,0000,0000,,So you really could have seen it,\Nyou could've been at the other side
Dialogue: 0,0:18:21.95,0:18:24.99,Default,,0000,0000,0000,,of the marketplace and you would’ve \Nseen that there was this kind
Dialogue: 0,0:18:24.99,0:18:28.64,Default,,0000,0000,0000,,of advertisement almost,\Nfor Epicureanism on the wall.
Dialogue: 0,0:18:32.70,0:18:36.12,Default,,0000,0000,0000,,Botton: It must've been a beautiful spot; \NI mean to have not only philosophy
Dialogue: 0,0:18:36.12,0:18:41.10,Default,,0000,0000,0000,,enlightening you but also a fantastic \Nview onto the surrounding countryside.
Dialogue: 0,0:18:41.10,0:18:46.56,Default,,0000,0000,0000,,I can imagine it would've been easy to be\Nwise, not easy but easier to be wise here.
Dialogue: 0,0:18:47.34,0:18:52.00,Default,,0000,0000,0000,,I would've done less shopping if\NI had this wall and this surrounding.
Dialogue: 0,0:18:55.69,0:18:58.22,Default,,0000,0000,0000,,Botton: It's a pity they didn't do it \Nmore, and that they dont do it today,
Dialogue: 0,0:18:58.22,0:19:01.19,Default,,0000,0000,0000,,I think its a lovely idea.\NMustufu: Yes
Dialogue: 0,0:19:05.63,0:19:09.32,Default,,0000,0000,0000,,Narrator: If Epicurus and his followers had\Nbeen alive today they wouldn't have been
Dialogue: 0,0:19:09.32,0:19:13.16,Default,,0000,0000,0000,,sniffy about advertising, they\Nwould've enlisted it for their own ends.
Dialogue: 0,0:19:13.65,0:19:16.66,Default,,0000,0000,0000,,And for the same reason that \NDiogenes built his wall:
Dialogue: 0,0:19:16.66,0:19:19.84,Default,,0000,0000,0000,,to counter the constant inducements \Nto go shopping with some
Dialogue: 0,0:19:19.84,0:19:22.49,Default,,0000,0000,0000,,equal inducements to live philosophically. \N
Dialogue: 0,0:19:22.49,0:19:25.49,Default,,0000,0000,0000,,Man: First idea is basically try
Dialogue: 0,0:19:25.49,0:19:29.16,Default,,0000,0000,0000,,ironic statements like,\Nshop your blues away.
Dialogue: 0,0:19:29.44,0:19:33.43,Default,,0000,0000,0000,,Narrator: I've come to the kind of place\Nwere Epicureans might have turned:
Dialogue: 0,0:19:33.43,0:19:38.40,Default,,0000,0000,0000,,the offices of the advertising agency \NSt. Lukes, to get ideas for creating some
Dialogue: 0,0:19:38.40,0:19:41.35,Default,,0000,0000,0000,,modern public reminders of \Nhow to live wisely.
Dialogue: 0,0:19:42.08,0:19:46.42,Default,,0000,0000,0000,,The first idea their creative team\Ncame up with was a sarcastic campaign,
Dialogue: 0,0:19:46.42,0:19:48.28,Default,,0000,0000,0000,,satirising the materialistic messages of \Nmost ads. 
Dialogue: 0,0:19:48.28,0:19:51.28,Default,,0000,0000,0000,,Woman: This is really powerful,
Dialogue: 0,0:19:51.28,0:19:54.27,Default,,0000,0000,0000,,certainly in production terms it takes a\Nnumber of additions\N
Dialogue: 0,0:19:54.27,0:19:57.48,Default,,0000,0000,0000,,but its very very cheap.\NMan: And then a bit more challenging,
Dialogue: 0,0:19:57.48,0:20:00.87,Default,,0000,0000,0000,,be happy with shopping, TV and\Nyearly holidays.
Dialogue: 0,0:20:00.87,0:20:04.36,Default,,0000,0000,0000,,Botton: Right, I love that, that really \Ndoes sum it all up, doesn't it?
Dialogue: 0,0:20:04.36,0:20:10.90,Default,,0000,0000,0000,,Man: I thought this was the strongest- \Nfill the void in your life with a product
Dialogue: 0,0:20:10.90,0:20:15.25,Default,,0000,0000,0000,,Botton: And youd have shops advertising,\Nshops selling these kind of products
Dialogue: 0,0:20:15.25,0:20:18.61,Default,,0000,0000,0000,,and then this stark reminder that \Nperhaps it's not really
Dialogue: 0,0:20:18.61,0:20:20.46,Default,,0000,0000,0000,,going to fill any void.
Dialogue: 0,0:20:20.46,0:20:21.46,Default,,0000,0000,0000,,Its brilliant, thank you Steve.\N
Dialogue: 0,0:20:22.15,0:20:23.14,Default,,0000,0000,0000,,Man: The most obvious idea was just
Dialogue: 0,0:20:23.14,0:20:30.48,Default,,0000,0000,0000,,to take luxury items and goods and \Nsomehow undermine them or show them
Dialogue: 0,0:20:30.48,0:20:36.21,Default,,0000,0000,0000,,for being a bit shallow or a \Nbit kind of, empty inside.
Dialogue: 0,0:20:36.21,0:20:44.24,Default,,0000,0000,0000,,The best example we've got is something\Nlike this, just taking a lovely image of a
Dialogue: 0,0:20:44.24,0:20:50.04,Default,,0000,0000,0000,,beautiful house and just using the\Nlanguage of advertising,
Dialogue: 0,0:20:50.04,0:20:54.43,Default,,0000,0000,0000,,the caveat is, batteries not included, and\Njust changing it to happiness not included.
Dialogue: 0,0:20:54.84,0:20:57.70,Default,,0000,0000,0000,,Botton: Right, I really like that,\Nin a way that says it all doesn't it?
Dialogue: 0,0:20:57.70,0:21:00.77,Default,,0000,0000,0000,,It says, it keeps that subtlety\Nof Epicureanism, which is,
Dialogue: 0,0:21:00.77,0:21:03.72,Default,,0000,0000,0000,,you could be happy in a house like that,\Nbut it's not included.
Dialogue: 0,0:21:03.96,0:21:08.42,Default,,0000,0000,0000,,It's not saying that you won't be happy in\Nthat house, which would be sort of Marxism,
Dialogue: 0,0:21:08.42,0:21:11.17,Default,,0000,0000,0000,,it's just saying it's not included \Nso you better watch out before
Dialogue: 0,0:21:11.17,0:21:13.37,Default,,0000,0000,0000,,you spend all your energies \Ntrying to get this house.
Dialogue: 0,0:21:32.30,0:21:36.41,Default,,0000,0000,0000,,Narrator: Unfortunately philosophers have rarely\Nhad much money for advertising campaigns,
Dialogue: 0,0:21:36.65,0:21:40.36,Default,,0000,0000,0000,,but imagine a world where instead\Nof being surrounded by adverts
Dialogue: 0,0:21:40.36,0:21:45.26,Default,,0000,0000,0000,,selling you watches, cars or fancy holidays.\Nthese ads remind you of how important
Dialogue: 0,0:21:45.26,0:21:49.82,Default,,0000,0000,0000,,it is to value friends to escape \Nthe rat race or reflect on your problems
Dialogue: 0,0:21:50.36,0:21:55.86,Default,,0000,0000,0000,,and didn't just use these genuinely nice\Nthings to sell you aftershave or aperitifs.
Dialogue: 0,0:21:57.32,0:22:00.12,Default,,0000,0000,0000,,It's hard to know whether\Nthe people of Oinoanda
Dialogue: 0,0:22:00.12,0:22:04.18,Default,,0000,0000,0000,,discovered what they did need and ceased \Nbuying what they didn't because of a
Dialogue: 0,0:22:04.18,0:22:06.10,Default,,0000,0000,0000,,giant advertisement in their midst.
Dialogue: 0,0:22:06.64,0:22:10.97,Default,,0000,0000,0000,,But Epicurus' central message seems,\Nif anything, more relevant to today's
Dialogue: 0,0:22:10.97,0:22:15.05,Default,,0000,0000,0000,,consumer society than it did to his own,\Nand theres no reason to believe
Dialogue: 0,0:22:15.05,0:22:18.93,Default,,0000,0000,0000,,that happiness is any more included in the\Nmany more things we can buy.
Dialogue: 0,0:22:20.08,0:22:23.78,Default,,0000,0000,0000,,Of course, putting up one poster \Nin the Trafford centre in Manchester
Dialogue: 0,0:22:23.78,0:22:27.24,Default,,0000,0000,0000,,couldn't on its own turn back \Nthe tide of consumerism and,
Dialogue: 0,0:22:27.24,0:22:30.93,Default,,0000,0000,0000,,although shoppers seemed interested \Nin what my ad was trying to say,
Dialogue: 0,0:22:30.93,0:22:34.17,Default,,0000,0000,0000,,I didn't see much evidence of\Npeople stopping shopping.
Dialogue: 0,0:22:35.13,0:22:38.26,Default,,0000,0000,0000,,But the fact remains,\Nwe're horribly confused about\N
Dialogue: 0,0:22:38.26,0:22:41.99,Default,,0000,0000,0000,,what could make us happy, \Nif we really knew what we needed\N
Dialogue: 0,0:22:41.99,0:22:44.78,Default,,0000,0000,0000,,there are few things we'd \Nbe desperate to buy.
Dialogue: 0,0:22:47.85,0:22:51.62,Default,,0000,0000,0000,,Botton: Epicurus makes us think very \Ncarefully about the merits of our own society,
Dialogue: 0,0:22:51.62,0:22:54.86,Default,,0000,0000,0000,,of course these societies are enormously\Nwealthy, we can buy almost anything
Dialogue: 0,0:22:54.86,0:22:58.16,Default,,0000,0000,0000,,we want in a place like this, full\Nof colourful shops selling wonderfully
Dialogue: 0,0:22:58.16,0:23:01.83,Default,,0000,0000,0000,,well produced goods, and\Nyet what Epicurus wants us to think is,\N
Dialogue: 0,0:23:01.83,0:23:06.67,Default,,0000,0000,0000,,do places like this really provide\Nus with the key ingredients of happiness,
Dialogue: 0,0:23:06.67,0:23:09.55,Default,,0000,0000,0000,,and he thought, and I think he was right,\Nthat they don't.
Dialogue: 0,0:23:10.69,0:23:14.45,Default,,0000,0000,0000,,Happiness may be difficult to attain, \NEpicurus admitted that,
Dialogue: 0,0:23:14.45,0:23:18.40,Default,,0000,0000,0000,,but he insisted that the obstacles \Nare not primarily financial.