magazine, movie, or radio. The sensory tolerance of the 
audience has changed, and so have the methods of appeal by 
the advertisers. In the new cool TV world, the old hot world of 
hard-selling, earnest-talking salesmen has all the antique 
charm of the songs and togs of the l920s. Mort Sahl and 
Shelley Berman are merely following, not setting, a trend in 
spoofing the ad world. They discovered that they have only to 
reel off an ad or news item to have the audience in fits. Will 
Rogers discovered years ago that any newspaper read aloud 
from a theatre stage is hilarious. The same is true today of 
ads. Any ad put into a new setting is funny. This is a way of 
saying that any ad consciously attended to is comical. Ads are 
not meant for conscious consumption. They are intended as 
subliminal pills for the subconscious in order to exercise an 
hypnotic spell, especially on sociologists. That is one of the 
most edifying aspects of the huge educational enterprise that