Would you like to ____ an interesting experiment? Go to a used bookstore, and get your ____ ____ an old magazine, something pre-1950s, if you can. Then ____ a quick look at some of the ads. You will not have to ____ them, because that one ____ will ____ you to a very obvious characteristic. You might find a small illustration or a pleasant black-and white photograph, but ____ ____ ____ ____ these ads are ____ ____ text. The page is ____ with words. It would take you five or ten minutes to read the ____ ad. Now ____ up a contemporary magazine and find an ad, any ad. You will notice the difference immediately. ____ are all the words. Gone! They have ____, it seems, ____ by images. Let’s compare them more ____. The older one happens to be an automobile ad. Its ten paragraphs ____ ____ great detail the reasons you should buy the car. You will learn how the car accelerates and how well it maneuvers in traffic. You will learn how its stability ____ ____ smooth turning. You will read about the manufacturer's promise: you’ll never feel a ____ of ____ ____ deciding to own this car. The modern ad is also black-and-white (although most are color), but ____ is where the similarity ____. The name of the car company appears at the top right corner of the page. At the ____ ____ is a single paragraph. It is ____ to call it a paragraph, though, because paragraphs consist of sentences, yet this paragraph ____ only pieces of sentences. It advertises ____ ____ ____ features (for example, a navigation system) that had not been invented when the earlier ad appeared. There is not an ____ of information. In fact, if you want more, there is a dot.com address you can ____ on your own. That’s ____ for the text. The image ____ the ____ ____ ____ ____: a black vehicle on a black background. Its chrome and glass are perfectly lighted to create a sense of power and mystery. Its manufacturer obviously believes that power and mystery are more important than information. Think for a second about that first ad. If you came across that ad today, would you ____ the time to read it? Would you find ten minutes in your busy day—a day filled with school and friends and homework and chores and e-mail—to ____ all that information about the car? ____ not. But when that ad first appeared, the magazine’s readers surely found the time to read it. Can you imagine a world ____ so ____ that readers would ____ valuable time to an advertisement? It is ____ hard to imagine.

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