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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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06958_Field_TCUM T523.txt
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1996-04-10
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897b
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16 lines
Many people have expressed uneasiness about the
advertising enterprise in our time. To put the matter abruptly,
the advertising industry is a crude attempt to extend the
principles of automation to every aspect of society. Ideally,
advertising aims at the goal of a programmed harmony among
all human impulses and aspirations and endeavors. Using
handicraft methods, it stretches out toward the ultimate
electronic goal of a collective consciousness. When all
production and all consumption are brought into a pre-
established harmony with all desire and all effort, then
advertising will have liquidated itself by its own success.
Since the advent of TV, the exploitation of the
unconscious by the advertiser has hit a snag. TV experience
favors much more consciousness concerning the unconscious
than do the hardsell forms of presentation in the press, the