people understand what he was talking about. In 
I.A. Richard’s Practical Criticism , which was a very 
big influence on him, he found the method by which 
one would look at a poem for effect, not like Leavis 
or other new critics who would look at the poem as 
the evidence and studying the evidence 
independent of the use of that particular thing. He 
found the poem was important in terms of the 
communication medium. And he applied that to 
advertising and that’s what became The  
Mechanical Bride . He applied the methods of the 
impact or the intended effects of the poem, right 
against what the rest of what the New Criticism 
was saying. He was putting the reader forward. He