Advertising is a very considerable part of our total culture. It is not separable from any of the other activities of our world. It is quite idle to examine it in isolation. Current advertising is environmental and total. The Greek word for this is perivallo – to strike from all sides. This is stunning. Joyce calls it “astoneagement”. Advertising is like cave art, not intending to be seen but expected to exercise a magical influence on the outside world. Ads pictorialize Bergson’s elan vital, what Joyce refers to as “a burning would has come to dance inane.” The invincible irrationality is again “Willed without witting, whirled without aimed.”