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 hard-sell forms of presentation in the press, the magazine, movie, or radio. The sensory tolerance of the audience has changed, and so have the methods of appeal by the advertisers. In the new cool TV world, the old hot world of hard-selling, earnest-talking salesmen has all the antique charm of the songs and togs of the 1920s. Mort Sahl and Shelley Berman are merely following, not setting, a trend in spoofing the ad world. They discovered that they have only to reel off an ad or news item to have the audience in fits. Will Rogers discovered years ago that any newspaper read aloud from a theater stage is hilarious. The same is true today of ads. 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 an 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. Any expensive ad rep- resents 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