we call advertising, whose twelve-billion-dollar annual budget 
approximates the national school budget. Any expensive ad 
represents the toil, attention, testing, wit, art, and skill of 
many people. Far more thought and care go into the 
composition of any prominent ad in a newspaper or magazine 
than go into the writing of their features and editorials. Any 
expensive ad is as carefully built on the tested foundations of 
public stereotypes or “sets” of established attitudes, as any 
skyscraper is built on bedrock. Since highly skilled and 
perceptive teams of talent cooperate in the making of an ad for 
any established line of goods whatever, it is obvious that any 
acceptable ad is a vigorous dramatization of communal 
experience. No group of sociologists can approximate the ad 
teams in the gathering and processing of exploitable social 
data. The ad teams have billions to spend annually on research 
and testing of reactions, and their products are magnificent