chapter  4
Imaginary Gardens, Real Toads: On Memory and its Uses in the Analytic Process
Pages 15

One winter, prior to the beginning of the Olympic Games, NBC launched an advertising campaign for its forthcoming telecasts. The theme of the campaign was a simple slogan: Let the memories begin.

“Let the memories begin.” It is a phrase that might have characterized analysis a century ago. It is also a phrase that, were he inclined to utilize such language, Freud might have uttered to himself as he began a new analysis.