product to the producer image of process. The corporate image 
of process includes the consumer in the producer role as well.

     This powerful new trend in ads toward the iconic image 
has greatly weakened the position of the magazine industry in 
general and the picture magazines in particular. Magazine 
features have long employed the pictorial treatment of themes 
and news. Side by side with these magazine features that 
present shots and fragmentary points of view, there are the 
new massive iconic ads with their compressed images that 
include producer and consumer, seller and society in a single 
image. The ads make the features seem pale, weak, and 
anemic. The features belong to the old pictorial world that 
preceded TV mosaic imagery.

     It is the powerful mosaic and iconic thrust in our