“And I have the questions,” I said. “We begin, simply enough, with a man watching television. Quite possibly he is being driven mad, slowly, in stages, program by program, interruption by interruption. Still, he watches. What is there in that box? Why is he watching?”

“The TV set is a package and it’s full of products. Inside are detergents, automobiles, cameras, breakfast cereal, other television sets. Programs are not interrupted by commercials; exactly the reverse is true. A television set is an electronic form of packaging. It’s as simple as that. Without the products there’s nothing. Educational television’s a joke. Who in America would want to watch TV without commercials?”

“How does a successful television commercial affect the viewer?”

“It makes him want to change the way he lives.”

“In what way?” I said.

“It moves him from first person consciousness to third person. In this country there is a universal third person, the man we all want to be. Advertising has discovered this man. It uses him to express the possibilities open to the consumer. To consume in America is not to buy; it is to dream. Advertising is the suggestion that the dream of entering the third person singular might possibly be fulfilled.”