roducts and have learned to offer the consumer more than the actual item involved. Packard cites an advertising executive who notes that women will pay much more for skin cream than they will for a bar of soap because of the promises made: soap promises to make them clean, but skin cream promises to make them beautiful. Soap has since started promising beauty as well as cleanliness. More than products are involved in this persuasion, however, for publicists, fund raisers, politicians, and industrial personnel experts are also entering the field, all with something to promote (7-8).
What is the main tool of these promoters in our society? The main tool has become the very media through which they convey their messages, as has been pointed out by Marshall McLuhan and Quentin Fiore. They note that societies have always been shaped more by the nature of their media than by the content of the communication, and for that matter the content as well is shaped by the nature of the communications media. McLuhan and Fiore think that the type of media in
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