The Car Has Become The Carapace, The

Societies Have Always Been Shaped More By The Nature Of The Media By Which Men Communicate Than By The Content Of The Communication.

Technologies Themselves, Regardless Of Content, Produce A Hemispheric Bias In The Users.

Gramophone And Movies Were Merely The Mechanization Of Speech And Gesture. But The Radio And Tv Were Not Just The Electronification Of Speech And Gesture But The Electronification Of The Entire Range Of Human Personal Expressiveness. With Electronification The Flow Is Taken Out Of The Wire And Into The Vacuum Tube Circuit, Which Confers Freedom And Flexibility Such As Are In Metaphor And In Words Themselves.

The Copy Of An Ad Is Merely A Punning Gag To Distract The Critical Faculties While The Image Of The Product Goes To Work On The Hypnotized Viewer. Those Who Have Spent Their Lives Protesting About 'false And Misleading Ad Copy' Are Godsends To Advertisers, As Teetotalers Are To Brewers, And Moral Censors Are To Books And Films. The Protesters Are The Best Acclaimers And Accelerators. Since The Advent Of Pictures, The Job Of The Ad Copy Is As Incidental And Latent As The 'meaning' Of A Poem Is To A Poem, Or The Words Of A Song Are To A Song.

In Big Industry New Ideas Are Invited To Rear Their Heads So They Can Be Clobbered At Once. The Idea Department Of A Big Firm Is A Sort Of Lab For Isolating Dangerous Viruses.