And it is here that the person trained in modern art can be of help to the sociologist, for the principles of ad construction are exactly those of symbolist poetry and cubist painting. So that the scientist today whose studies divorce him from the rest of the culture of his age is no less crippled than the artist who is unaware of the techniques of modern science. Far from being strange, therefore, that the ads use many of the most advanced techniques of symbolist art construction would be hard to explain if the situation were otherwise.