In Tetrad form, the artifact is seen to be not neutral or passive, bur an active logos or utterance of the human mind or body that transforms the user and his ground.

Once we have surrendered our senses and nervous systems to the private manipulation of those who would try to benefit from taking a lease on our eyes and ears and nerves, we don't really have any rights left. Leasing our eyes and ears and nerves to commercial interests is like handing over the common speech to a private corporation, or like giving the earth's atmosphere to a company as a monopoly.

Today's child is growing up absurd, because he lives in two worlds, and neither of them inclines him to grow up. Growing up--thatis our new work, and it is total. Mere instruction will not suffice.

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?

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

Of the many unforeseen consequences of typography, the emergence of nationalism is, perhaps, the most familiar

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.