function , by means of great art. The historians and 
archeologists will one day discover that the ads of our time are 
the richest and most faithful daily reflections that any society 
ever made of its entire range of activities. The Egyptian 
hieroglyph lags far behind in this respect. With TV, the smarter 
advertisers have made free with fur and fuzz, and blur and 
buzz. They have, in a word, taken a skin-dive. For that is what 
the TV viewer is. He is a skin-diver, and he no longer likes garish 
daylight on hard, shiny surfaces, though he must continue to 
put up with a noisy radio sound track that is painful.