the need for new formats
The need for new formats grows out of the oppressiveness of print. We must learn the techniques of advertisement. They consist of short, clean, non-rhetorical statements. The ad represents a break with the college education and the diarrhea of words. The ad is a concentrated formula for communication. Its information power has already outmoded the school system. The secret is to gain as much pleasure in creating the form as in expressing the idea.
How do we defend adopting the style of advertising when its function is so oppressive? As a medium we think that it represents a revolutionary mode of production. Rejecting it has resulted in the stagnation of our minds and a crude romanticism in political culture. Those who turn up their noses at ads think in a language that is decrepid. Using the ad technique transforms the person who does it. It makes writing a pleasure for anyone because it strives for orality in print.
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