and tearing. Today, with TV, we are experiencing the opposite process of integrating and interrelating that is anything but innocent. The simple faith of the salesman in the irresistibility of his line (both talk and goods) now yields to the complex togetherness of the corporate posture, the process and the organization. Ads have proved to be a self-liquidating form of community entertainment. They came along just after the Victorian gospel of work, and they promised a Beulah land of perfectibility, where it would be possible to "iron shirts without hating your husband." And now they are deserting the individual consumer-product in favor of the all-inclusive and never-ending process that is the Image of any great corporate enterprise. The Container Corporation of America does not feature paper bags and paper cups in its ads, but the container function, by means of great art. The historians and archeologists will one day discover that the ads of our time are the richest and most faithful daily reflections that any society ever made of its entire range of activities. The Egyptian hieroglyph lags far behind in this respect. With TV, the smarter advertisers have made free with fur and fuzz, and blur and buzz. They have, in a word, taken a skin-dive. For that is what the TV viewer is. He is a skin-diver, and he no longer likes garish daylight on hard, skiny surfaces, though he must continue to put up with a noisy radio sound track that is painful.