This hidden ground of our corporate awareness surfaced for me when I was to give a talk to some British advertisers about the North American attitude to advertising. By way of illustrating the considerable difference between the two attitudes, I mentioned our resistance and rejection of ads in movies. For some years I had mentioned this attitude to graduate students who were quite aware that Europeans make no objection to advertising in theatres and movies, until one student volunteered the observation: We take our dates to movies to be alone, and don´t wish to have our privacy invaded.