of Equus as the forces of commercialisation: 'The Hosts of Hoover. The Hosts of Philco. The Hosts of Pifco. The House of Remington and all its tribe! The Hosts of Jodhpur'. He realises that materialism opposes individuality and eradicates sense of self. Ironically, Alan uses commercials, the medium for social indoctrination, as a weapon to guard his individuality, repeating jingles like: 'Double your pleasure/ Double your fun/ With Doublemint Doublemint/ Doublemint gum' to avoid revealing his secret