Ads represent the main channel of intellectual and artistic effort in the modern world. - Marshall McLuhan

A man's reach must exceed his grasp or what's a metaphor? (p.7)

In a cool medium, the audience is an active constituent of the viewing or listening experience. A girl wearing open-mesh silk stockings or glasses is inherently cool and sensual because the eye acts as a surrogate hand in filling in the low-definition image thus engendered. Which is why boys make passes at girls who wear glasses.

When the evolutionary process shifts from biology to software technology the body becomes the old hardware environment. The human body is now a probe, a laboratory for experiments. (p. 180)