CREATING A BRAND AROUND DISPOSITIONAL LUCK
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Pop astrology as the current brand for predictive fate in North America
How does Astrology play into the American brand of luck?
• Horoscopes are broad enough so that most poeople can apply situations to themselves, but are phrased in an action and consequence manner. In other words, the horoscope recommends an action, and will only provide a result if acted upon.
• Agents are sectioned into 12 groups based on their birthdates, something deeply personal, yet more or less arbritrary. The attachment of personality traits maintains individualism and provides a rationale for one’s actions. Similar to charms and talismans, the attribution of a zodiac sign acts as an external factor that assumes control of a finite number of outcomes, given the agent acts upon the recommendation. This in turn empowers the agent to “make moves” in their lives.
• Horoscopes are broad enough so that most poeople can apply situations to themselves, but are phrased in an action and consequence manner. In other words, the horoscope recommends an action, and will only provide a result if acted upon.
• Agents are sectioned into 12 groups based on their birthdates, something deeply personal, yet more or less arbritrary. The attachment of personality traits maintains individualism and provides a rationale for one’s actions. Similar to charms and talismans, the attribution of a zodiac sign acts as an external factor that assumes control of a finite number of outcomes, given the agent acts upon the recommendation. This in turn empowers the agent to “make moves” in their lives.