What The Advertiser Needs To Know Is

Anyone Who Has Studied The History Of Technology Knows That Technological Change Is Always A Faustian Bargain: Technology Giveth And Technology Taketh Away, And Not Always In Equal Measure. A New Technology Sometimes Creates More Than It Destroys. Sometimes, It Destroys More Than It Creates. But It Is Never One-sided. The Invention Of The Printing Press Is An Excellent Example. Printing Fostered The Modern Idea Of Individuality But It Destroyed The Medieval Sense Of Community And Social Integration.

The Television Commercial Is Not At All About The Character Of Products To Be Consumed. It Is About The Character Of The Consumers Of Products. (128)

Tv Serves Us Most Usefully When Presenting Junk-entertainment; It Serves Us Most Ill When It Co-opts Serious Modes Of Discourse - News, Politics, Science, Education, Commerce, Religion.

You Can Only Photograph A Fragment Of The Here And Now. The Photograph Presents The World As Object; Language, The World As Idea.

A Book Is An Attempt To Make Through Permanent And To Contribute To The Great Conversation Conducted By Authors Of The Past. […] The Telegraph Is Suited Only To The Flashing Of Messages, Each To Be Quickly Replaced By A More Up-to-date Message. Facts Push Other Facts Into And Then Out Of Consciousness At Speeds That Neither Permit Nor Require Evaluation. (70)