Repeating Ourselves: American Minimal Music as Cultural Practice

By Robert Fink | Go to book overview

THREE
THE MEDIA SUBLIME
Minimalism, Advertising, and Television

The first time a man looks at an advertisement, he does not
see it.

The second time he does not notice it.
The third time he is conscious of its existence.

The fourth time he faintly remembers having seen it before.

The fifth time he reads it.

The sixth time he turns up his nose at it.

The seventh time he reads it through and says, “Oh bother!”

The eighth time he says, “Here’s that confounded thing again!”

The ninth time he wonders if it amounts to anything.

The tenth time he thinks he will ask his neighbor if he has
tried it.

The eleventh time he wonders how the advertiser makes it pay.

The twelfth time he thinks perhaps it may be worth something.

The thirteenth time he thinks it must be a good thing.

The fourteenth time he remembers that he has wanted such a
thing for a long time.

The fifteenth time he is tantalized because he cannot afford to
buy it.

The sixteenth time he thinks he will buy it some day.

The seventeenth time he makes a memorandum of it.

The eighteenth time he swears at his poverty.

The nineteenth time he counts his money carefully.

The twentieth time he sees it, he buys the article, or instructs his
wife to do so.

Thomas Smith, “Hints to Intending Advertisers” (1885)

-120-

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