Writing prejudicial, off-putting reviews is a precise exercise in applied black magic. The reviewer can draw free-floating disagreeable associations to a book by implying that the book is completely unimportant without saying exactly why, and carefully avoiding any clear images that could capture the reader's full attention.

Summary

This quote highlights the manipulative nature of negative reviews by depicting them as a form of "applied black magic." It suggests that reviewers can intentionally create a negative perception of a book by subtly insinuating its lack of importance without providing any specific reasons. Furthermore, the quote emphasizes the reviewer's ability to avoid vivid descriptions that could engage readers, thereby discouraging them from giving the book a fair chance. Overall, it conveys how negative reviews can be cleverly crafted to influence readers' opinions through carefully constructed negative associations.

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