Certainty Abolishes Hope, And Robs Us Of

'the Scientific Method,' Thomas Henry Huxley Once Wrote, 'is Nothing But The Normal Working Of The Human Mind.' That Is To Say, When The Mind Is Working; That Is To Say Further, When It Is Engaged In Correcting Its Mistakes.

The Idea Of Taking What People Call The 'entertainment Culture' As A Focus Of Study, Including Historical Perspective, Is Not A Bad Idea.

Americans No Longer Talk To Each Other, They Entertain Each Other. They Do Not Exchange Ideas, They Exchange Images. They Do Not Argue With Propositions; They Argue With Good Looks, Celebrities And Comercials.

People Of A Television Culture Need “plain Language” Both Aurally And Visually, And Will Even Go So Far As To Require It In Some Circumstances By Law. The Gettysburg Address Would Probably Have Been Largely Incomprehensible To A 1985 Audience.

What The Advertiser Needs To Know Is Not What Is Right About The Product But What Is Wrong About The Buyer.