The continuous pressure is to create ads more and more 
in the image of audience motives and desires. The product 
matters less as the audience participation increases. An 
extreme example is the corset series that protests that “it is 
not the corset that you feel.” The need is to make the ad 
include the audience experience. The product and the public 
response become a single complex pattern. The art of 
advertising has wondrously come to fulfill the early definition of 
anthropology as “the science of man embracing woman.” The 
steady trend in advertising is to manifest the product as an 
integral part of large social purposes and processes. With very 
large budgets the commercial artists have tended to develop 
the ad into an icon, and icons are not specialist fragments or 
aspects but unified and compressed images of complex kind. 
They focus a large region of experience in tiny compass. The 
trend in ads, then, is away from the consumer picture of