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[Perspectives] I command you to read this

“The name’s Bond, James Bond”. There are certain phrases that beg to be read in a particular way. I have seen this point made twice recently. Charles Fernyhough uses Ian Fleming’s most famous creation to illustrate it in his thought provoking book The Voices Within. Meanwhile, a Wellcome Collection exhibition entitled This is a Voice achieves the same effect by means of Erik Bünger’s Wall Text which calls out in bold capitals “I HEREBY COMMAND YOU TO GIVE VOICE TO THESE LETTERS SILENTLY OR OUT LOUD”.