To meet them on their grounds was my strategy in pedagogy: the world of pop culture. Advertising was a very convenient form of approach. I used advertising in the Bride because of legal considerations— no permissions were needed. Otherwise I would have used picture stories of any sort from movies, magazines, anywhere. I had thirty or forty slides and gave little talks to student groups. I invited them to study these ads. In England, at Cambridge, when I arrived there, it had become popular to look at films and the popular culture around us as something to be studied and understood as a "language." Wyndham Lewis did various studies on pop culture. Leavis has a book called Culture and Environment. There was a similar interest in popular speech idioms, language, the Wake. The Waste Land is full of these pop-cult forms. Pound's Cantos have similar forms. Pound has a very useful guide to the Cantos called Kulchur. In doing the Bride I was merely trailing behind some interesting predecessors. I discovered that when you take anything out of the daily newspapers and put it on the screen, people go into a fit of laughter. Like Mort Sahl. He would take random items from the press and read them out to an audience straightforwardly. People never notice the outrageous humor until something is removed from its form. Because it s environmental and invisible. The moment you translate it into another medium it becomes visible—and hilarious.