The hero was distinguished by his achievement; the celebrity by his name or trademark.

The improved American highway system isolated the American-in-transit. On his speedway he had no contact with the towns which he by-passed. If he stopped for food or gas, he was served no local fare or local fuel, but had one of Howard Johnson's nationally branded ice cream flavors, and so many gallons of Exxon. This vast ocean of superhighways was nearly as free of culture as the sea traversed by the Mayflower Pilgrims.

We read advertisements... to discover and enlarge our desires. We are always ready - even eager - to discover, from the announcement of a new product, what we have all along wanted without really knowing it.

Climaxing a movement for calendar reform which had been developing for at least a century, in 1582 Pope Gregory ordained that October 4 was to be followed by October 15.

Not so many years ago there was no simpler or more intelligible notion than that of going on a journey. Travel -movement through space -provided the universal metaphor for change. One of the subtle confusions -perhaps one of the secret terrors -of modern life is that we have lost this refuge. No longer do we move through space as we once did.

The most important lesson of American history is the promise of the unexpected. None of our ancestors would have imagined settling way over here on this unknown continent. So we must continue to have society that is hospitable to the unexpected, which allows possibilities to develop beyond our own imaginings.

An image is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service.