Unreal Nature

October 7, 2016

Instant Humans

Filed under: Uncategorized — unrealnature @ 5:13 am

… the pictorial ad or the picture story provide large quantities of instant information and instant humans …

This is from ‘Ads: Keeping Upset with the Joneses’ found in Understanding Media: The Extensions of Man by Marshall McLuhan (1964, 1994, 2003):

… Any ad put into a new setting is funny. This is a way of saying that any ad consciously attended to is comical. Ads are not meant for conscious consumption. They are intended as subliminal pills for the subconscious in order to exercise a hypnotic spell, especially on sociologists. That is one of the most edifying aspects of the huge educational enterprise that we call advertising, whose twelve-billion-dollar annual budget approximates the national school budget.

[line break added] 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.

[line break added] 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.

[line break added] The ad teams have billions to spend annually on research and testing of reactions, and their products are magnificent accumulations of material about the shared experience and feelings of the entire community. Of course, if ads were to depart from the center of this shared experience, they would collapse at once, by losing all hold on our feelings.

… both the pictorial ad or the picture story provide large quantities of instant information and instant humans, such as are necessary for keeping abreast in our kind of culture. Would it not seem natural and necessary that the young be provided with at least as much training of perception in this graphic and photographic world as they get in the typographic? In fact, they need more training in graphics, because the art of casting and arranging actors in ads is both complex and forcefully insidious.

… Since the advent of pictures, the job of the ad copy is as incidental and latent as the “meaning” of a poem is to a poem, or the words of a song are to a song.

… The historians and archeologists will one day discover that the ads of our times are the richest and most faithful daily reflections that any society ever made of its entire range of activities.

My most recent previous post from McLuhan’s book is here.




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