Either/Or (original
Danish title: Enten-Eller) is an influential book written by the Danish philosopher
Søren Kierkegaard in
1843, in which he explores the
aesthetic and
ethical "phases" or "stages" of existence. Either/Or portrays the two lifeviews, one being consciously
hedonistic and one based on ethical duty and responsibility, in two volumes. Each lifeview is written and represented by a fictional pseudonymous author and the prose of the work depends on which lifeview is being discussed. For example, the aesthetic lifeview is written in short essay form, with poetic imagery and allusions, discussing aesthetic topics such as
music,
seduction,
drama, and
beauty. The ethical lifeview is written as two long letters, with a more argumentative and restraint prose, discussing
moral responsibility,
critical reflection, and
marriage. The views of the book are not neatly summarized, but are expressed as lived experiences and embodied by the pseudonymous authors. The book's central concern is the question asked by
Aristotle, "How should we live?"
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a closing the sale technique;"would you like to pay either by cash, cheque, or Visa card?": " would you like it delivered or are you going to take it with you now?" (see closing the sale techniques).
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