The hero created himself; the celebrity is created by the media.

America has been a land of dreams. A land where the aspirations of people from countries cluttered with rich, cumbersome, aristocratic, ideological pasts can reach for what once seemed unattainable. Here they have tried to make dreams come true. Yet now... we are threatened by a new and particularly American menace. It is not the menace of class war, of ideology, of poverty, of disease, of illiteracy, or demagoguery, or of tyranny, though these now plague most of the world. It is the menace of unreality.

We read advertisements... to discover and enlarge our desires.

Our discontent begins by finding false villains whom we can accuse of deceiving us. Next we find false heroes whom we expect to liberate us. The hardest, most discomfiting discovery is that each of us must emancipate himself.

The force of the advertising word and image dwarfs the power of other literature in the 20th century.

Never have people been more the masters of their environment. Yet never has a people felt more deceived and disappointed. For never has a people expected so much more than the world could offer.

Modern tourist guides have helped raised tourist expectations. And they have provided the natives- from Kaiser Wilhelm down to the villagers of Chichacestenango - with a detailed and itemized list of what is expected of them and when. These are the up-to-date scripts for actors on the tourists' stage.