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06955_Field_TCUM T520.txt
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1996-04-10
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997b
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16 lines
The continuous pressure is to create ads more and more
in the image of audience motives and desires. The product
matters less as the audience participation increases. An
extreme example is the corset series that protests that “it is
not the corset that you feel.” The need is to make the ad
include the audience experience. The product and the public
response become a single complex pattern. The art of
advertising has wondrously come to fulfill the early definition of
anthropology as “the science of man embracing woman.” The
steady trend in advertising is to manifest the product as an
integral part of large social purposes and processes. With very
large budgets the commercial artists have tended to develop
the ad into an icon, and icons are not specialist fragments or
aspects but unified and compressed images of complex kind.
They focus a large region of experience in tiny compass. The
trend in ads, then, is away from the consumer picture of