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.

We impose the form of the old on the content of the new.

Whence did the wond'rous mystic art arise, / Of painting SPEECH, and speaking to the eyes? / That we by tracing magic lines are taught, / How to embody, and to colour THOUGHT?

When people become too intense, too serious, they will have trouble in relating to any sort of social game or norm. Perhaps this is why jokes are so important. On one hand they tell us about where the problems and grievances are, and, at the same time, they provide the means of enduring these grievances by laughing at the problems.

Don't ask whether it is right or wrong. Instead try to find out what is going on.

The greatest propaganda in the world is our mother tongue, that is what we learn as children, and which we learn unconsciously. That shapes our perceptions for life. That is propaganda at its most extreme form.