Summer 1996

"But First, A word From Our Sponsor"

by James B. Twitchell

ot;ButFirst, A wordFrom Our Sponsor" Advertising, the author argues, has become the single most important manufacturer of meaning in America today. by JamesB.Twitchell whenever a member of my paunchy fiftysomething set pulls me aside and com-plains of the dumbing down of American culture, I tell him that if he doesn't like it, he should quit moaning and go buy a lot of Fast-Moving Consumer Goods. And every time he buys soap, toothpaste, beer, gasoline, bread, aspirin, and the like, he...

"But First,

A Word From Our Sponsor"

Advertising, the author argues, has become the single most important manufacturer of meaning in America today.

by James B. Twitchell

Whenever a member of my paunchy fiftysomething set pulls me aside and com

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