structural assumptions. Reviewers of William Burroughs’ The  
Naked Lunch  have alluded to the prominent use of the 
“mosaic” term and method in his novel. The TV image renders 
the world of standard brands and consumer goods merely 
amusing. Basically, the reason is that the mosaic mesh of the 
TV image compels so much active participation on the part of 
the viewer that he develops a nostalgia for pre-consumer ways 
and days. Lewis Mumford gets serious attention when he 
praises the cohesive form of medieval towns as relevant to our 
time and needs.

     Advertising got into high gear only at the end of the last 
century, with the invention of photoengraving. Ads and 
pictures then became interchangeable and have continued so. 
More important, pictures made possible great increases in 
newspaper and magazine circulation that also increased the