Modern man is always in a rush—rushing whither, one wonders? The fact remains, he’s in a hurry, he’s rushed and impatient. He hasn’t got the time to split hairs. What impresses him is the short cut, the rapid sketch, the straight line. He prefers violence to strength, shouting to conversation, a quick lay to love, Coca Cola to Château Margaux. This is why he likes posters and why advertising may perhaps be his truest expression.