should analyze the popular culture in the same 
way that they analyze literature or so-called 
literature—they should look at advertisements, 
they should look at the kind of stuff that is 
broadcast on the radio, that is published in the 
newspapers.

The other thing I should add about McLuhan was 
that the same time he was at Cambridge he got 
very interested in the old medieval curriculum of 
what they called the trivium, which consisted of 
logic, grammar, and rhetoric. McLuhan noticed 
when he was studying, for example, rhetoric, that 
advertisers use the exact same techniques as