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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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06960_Field_TCUM T525.txt
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1996-04-10
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we call advertising, whose twelve-billion-dollar annual budget
approximates the national school budget. Any expensive ad
represents the toil, attention, testing, wit, art, and skill of
many people. Far more thought and care go into the
composition of any prominent ad in a newspaper or magazine
than go into the writing of their features and editorials. Any
expensive ad is as carefully built on the tested foundations of
public stereotypes or “sets” of established attitudes, as any
skyscraper is built on bedrock. Since highly skilled and
perceptive teams of talent cooperate in the making of an ad for
any established line of goods whatever, it is obvious that any
acceptable ad is a vigorous dramatization of communal
experience. No group of sociologists can approximate the ad
teams in the gathering and processing of exploitable social
data. The ad teams have billions to spend annually on research
and testing of reactions, and their products are magnificent