> The better you write, the higher you go in Ogilvy & Mather. People who think well, write well. Woolly minded people write woolly memos, woolly letters and woolly speeches.
Consumer testing is frequently done in one of two ways: either secretaries are urged to sit in the chairs for however long it takes them to type one sentence (after which their attention is directed to the delicious upholstery color and texture), or else the chair is sat upon for hundreds of hours by a machine to see if one of the chair legs will break off. Neither test, I would submit, really gets down to the fundamentals: do different secretaries experience major discomfort while working hard, seated in a chair for a series of four-hour periods, stretching over weeks, months, or years? More crucial still is the fact that almost nothing industry designs and markets is ever re-tested. If it sells, swell.
We have found that metaphors allow us to understand one domain of experience in terms of another. This suggests that understanding takes place in terms of entire domains of experience, and not in terms of isolated concepts.
The art of the past no longer exists as it once did. Its authority is lost. In its place there is a language of images. What matters now is who uses that language for what purpose. This touches upon questions of copyright for reproduction, the ownership of art presses and publishers, the total policy of public art galleries and museums. As usually presented, these are narrow professional matters. One of the aims of this essay has been to show that the stake is much larger. A people or a class which is cut off from its own past is far less free to choose and to act as a people or class than one has been able to situate itself in history. This is why—and this is the only reason why—the entire art of the past has now become a political issue.