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Future ShockIf he listens to news, commercials, commentary or other such programs, he will, during this period, hear about 11,000 pre-processed words. He also spends several hours watching television – add another 10,000 words or so, plus a sequence of carefully arranged, highly purposive visuals.В (This is not to suggest that only words and pictures convey or evoke images. Music, too, sets the internal image machinery working, although the images produced may be completely non-verbal.) Nothing, indeed, is quite so purposive as advertising, and today the average American adult is assaulted by a minimum of 560 advertising messages each day. Of the 560 to which he is exposed, however, he only notices seventy-six. In effect, he blocks out 484 advertising messages a day to preserve his attention for other matters. All this represents the press of engineered messages against his senses. And the pressure is rising. In an effort to transmit even richer image-producing messages at an even faster rate, communications people, artists and others consciously work to make each instant of exposure to the mass media carry a heavier informational and emotional freight ...» |
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