. . . Americans Are The Best

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

The Reader Must Come Armed , In A Serious State Of Intellectual Readiness. This Is Not Easy Because He Comes To The Text Alone. In Reading, One's Responses Are Isolated, One'sintellect Thrown Back On Its Own Resourses. To Be Confronted By The Cold Abstractions Of Printed Sentences Is To Look Upon Language Bare, Without The Assistance Of Either Beauty Or Community. Thus, Reading Is By Its Nature A Serious Business. It Is Also, Of Course, An Essentially Rational Activity.

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)

There Is No Escaping From Ourselves. The Human Dilemma Is As It Has Always Been, And We Solve Nothing Fundamental By Cloaking Ourselves In Technological Glory.

An Educated Mind Is Practiced In The Uses Of Reason, Which Inevitably Leads To A Skeptical Outlook.