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169 pages, Kindle Edition
First published September 14, 2010
“We assume that commercials are not just informing us about purchasable products, because that would be crude and ineffective. We’re smarter than that. But that understanding makes us more vulnerable. We’ve become the ideal audience for advertising—consumers who intellectually magnify commercials in order to make them more trenchant and clever than they actually are. Our fluency with the language and motives of the advertiser induces us to create new, better meanings for whatever they show us. We do most of the work for them.”