consecutive words in the mass medium of the English language. 
What would Mr. Minow do, what would any advertiser do, 
without the well-worn and corny clichés of popular speech? 
Suppose that we were to try for a few sentences to raise the 
level of our daily English conversation by a series of sober and 
serious sentiments? Would this be a way of getting at the 
problems of improving the medium? If all English were 
enunciated at a Mandarin level of uniform elegance and 
sententiousness, would the language and its users be better 
served? There comes to mind the remark of Artemus Ward that 
“Shakespeare wrote good plays but he wouldn’t have 
succeeded as the Washington correspondent of a New York 
daily newspaper. He lacked the reckisit fancy and imagination.”

     The book-oriented man has the illusion that the press 
would be better without ads and without the pressure from the