The percept takes priority of the concept.

Any ad consciously attended to is comical. Ads are not meant for conscious consumption. They are intended as subliminal pills for the subconsious in order to exercise an hypnotic spell, especially on sociologists.

The alphabet and print technology fostered and encouraged a fragmenting process, a process of specialism and detachment. Electric technology fosters and encourages unification and involvement.

The content or time-clothing of any medium or culture is the preceding medium or culture.

By phonemic trans-formation into visual terms, the alphabet became a universal, abstract, static container of meaningless sounds.

The student of media soon comes to expect the New Media of any period whatever to be classed as 'pseudo' by those who acquired the patterns of earlier media, whatever they may happen to be.

When information overload occurs, pattern recognition is how to determine truth.