I May Be Wrong, But I'm Never

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.

The Tv Camera Has No Shutter. It Does Not Deal With Aspects Or Facets Of Objects In High Resolution. It Is A Means Of Direct Pick-up By The Electrical Groping Over Surfaces.

While Poe And The Symbolists Were Exploring The Irrational In Literature, Freud Had Begun To Explore The Resonant Figure/ground Double-plot Of The Conscious And Unconscious.

Such Is The Content Of The Mental Life Of The Hemingway Hero And The Good Guy In General. Every Day He Gets Beaten Into A Servile Pulp By His Own Mechanical Reflexes, Which Are Constantly Busy Registering And Reacting To The Violent Stimuli Which His Big, Noisy, Kinesthetic Environment Has Provided For His Unreflective Reception.

First We Build The Tools, Then They Build Us.