Psychology of Advertising and Communication

For it still seemed to me “that it is not we who sin, but some other nature sinned in us.” And it gratified my pride to be beyond blame, and when I did anything wrong not to have to confess that I had done wrong. … I loved to excuse my soul and to accuse something else inside me (I knew not what) but which was not I. But, assuredly, it was I, and it was my impiety that had divided me against myself. That sin then was all the more incurable because I did not deem myself a sinner.

Truly, if you want to ascertain what love there is in you or in another person, then pay attention to how he relates himself to one who is dead. If one wishes to observe a person, it is very important for the sake of the observation that one, in seeing him in a relationship, look at him alone. When one actual person relates himself to another actual person, the result is two, the relationship is constituted, and the observation of the one person alone is made difficult. In other words, the second person covers over something of the first person; moreover, the second person can have so much influence that the first one appears different from what he is. Therefore a double accounting is necessary here; the observation must keep a special account of the influence the second person has on the person who is the object under observation through his personality, his characteristics, his virtues, and his defects. If you could manage to see someone shadowboxing in dead earnest, or if you could prevail upon a dancer to dance solo the dance he customarily dances with another, you would be able to observe his motions best, better than if he were boxing with another actual person or is he were dancing with another actual person. And if, in conversation with someone, you understand the art of making yourself no one, you get to know best what resides in this person.

Advertising is the whip which hustles humanity up the road to the Better Mousetrap. It is the vision which reproaches man for the paucity of his desires.