The effects of technology are always unpredictable. But they are not always inevitable. - Neil Postman

What the advertiser needs to know is not what is right about the product but what is wrong about the buyer.

About the last place any of us can expect to learn anything important about the realities we have to cope with in our wistful pursuit of life, liberty, and happiness is a classroom. If we decided that schools must do whatever is necessary to help students to learn the concepts and skills relevant to the nuclear space age, we wouldn't spend much time sitting inside of small boxes inside of boxes — even with all the fancy hardware being developed to jazz up the Trivia contest. It's probably true that most of what we all know we didn't learn in school anyway. Moreover, developments in electronic information processing make the school as it presently exists unnecessary. ..the "new education." Its purpose is to produce people who can cope effectively with change. To date, none of the new "educational technology" has that as its purpose. Remember Santayana's line: Fanaticism consists of redoubling efforts after having forgotten one's aim. The developments in "educational technology" are intended to do all of the old school stuff better... but that's not the aim of the new education.

The television commercial is not at all about the character of products to be consumed. It is about the character of the consumers of products.