And now I have discovered the most exciting, the most arduous literary form of all, the most difficult to master, the most pregnant in curious possibilities. I mean the advertisement. . . . Advertisement writers may not be lyrical, or obscure, or in any way esoteric. They must be universally intelligible. A good advertisement has this in common with drama and oratory, that it must be immediately comprehensible and directly moving. But at the same time it must possess all the succinctness of epigram. . . . The advertisement is one of the most interesting and difficult of modern literary forms. Its potentialities are not yet half explored. Already the most interesting and, in some cases, the only readable part of most American periodicals is the advertisement section. - Aldous Huxley, “Advertisement,” 1968