“meaning” of a poem is to a poem, or the words of a song are 
to a song. Highly literate people cannot cope with the 
nonverbal art of the pictorial, so they dance impatiently up and 
down to express a pointless disapproval that renders them 
futile and gives new power and authority to the ads. The 
unconscious depth-messages of ads are never attacked by the 
literate, because of their incapacity to notice or discuss 
nonverbal forms of arrangement and meaning. They have not 
the art to argue with pictures. When early in TV broadcasting 
hidden ads were tried out, the literate were in a great panic 
until they were dropped. The fact that typography is itself 
mainly subliminal in effect and that pictures are, as well, is a 
secret that is safe from the book-oriented community.

     When the movies came, the entire pattern of American life 
went on the screen as a nonstop ad. Whatever any actor or