ABSTRACT
"Visual understanding is the essential and only true means of teaching how to judge things correctly," wrote the Swiss educational reformer Johann Heinrich Pestalozzi. Visual understanding of concepts at Pestalozzi's school could be said to have launched the scientific career of Albert Einstein with his thought experiments and his talent for abstract and mathematical thinking. Steve Jobs recognized that it is the hope and the dream promised by the technological devices, rather than the products themselves, that overcomes any resistance to buy—in much the same way that teenagers order Coca-Cola to buy into the dating fantasy that Coke promises, and apparently also appears to fulfill. The advertisement, by Contract Advertising of India, shows audacity and originality that will shock some readers and amuse others. Modest growth in current ad spending is symptomatic of caution when contemplating digital advertising and apprehension about the shrinkage of the numbers of readers of print media.
