- President Coolidge equated desire as the crucial element in separating the civilized and the uncivilized (Chapter Nine, pp.7-8): "The uncivilized make little progress because they have few desires. The inhabitants of our country are stimulated to new wants in all directions

1 - President Coolidge equated desire as the crucial element in separating the civilized and the uncivilized (Chapter Nine, pp.7-8): "The uncivilized make little progress because they have few desires. The inhabitants of our country are stimulated to new wants in all directions. In order to satisfy their constantly increasing desires, they necessarily expand their productive powers. They create more wealth because it is only by that method that they can satisfy their wants. It is this constantly enlarging circle that represents the increasing circle of civilization." Do you agree or disagree with this definition of civilization? Why or why not? How would you define the advertising horizon? 2 - Marshall McLuhan said, "Advertising is an environmental striptease for a world of abundance." How do you interpret this? Do you recognize your environment as one of advertising? 3 -Discuss George Gerbner's assertion that television is the culture. What does he mean by this? What is television culture? Martin Esslin noted that Bertolt Brecht advocated the use of drama as a powerful teaching tool to change people's lives. He observes that "It is ironic that the truest fulfillment of Brecht's postulates of a didactic drama designed to convert mankind to communism... should have come in the [form of] television commercials of capitalism." What did Esslin mean by this? What are some examples? 4 - Watch this video: https://www.youtube.com/watch?v=qiKMmrG1ZKU What is your response to Bernays' use of emotional manipulation?