Television is advertising. It is a medium whose purpose is to sell, to promote capitalism. In 1977, Jerry Mander, a former advertising executive in San Francisco, published Four Arguments For The Elimination Of Television. In the book, Mander reveals how the television networks and advertisers use this pervasive video medium for sales.

Four Arguments talks about a lot more than just advertising. Mander attacks not only the contents of the television images, but the effects television has on the human mind and body. His discussion includes: The induction of alpha waves, a hypnotizing effect that a motionless mind enters. How viewers often regard what they see on television as real even though the programs are filled with quick camera switches, rapid image movement, computer generated objects, computer generated morphing and other technical events. The placement of artificial images into our mind's eye. And the effects that large amounts of television viewing have on children and the onset of attention deficit disorder.

However, at the heart of Mander's arguments, lies advertising. In the words of writer Charles Bukowski: "[America is] not a free country — everything is bought and sold and owned."

Sales, by definition, is the process of convincing someone to purchase what they don't need. Advertising tries to convince someone that the solution to a problem or the fulfillment of a desire can only be achieved through the purchase of a product. (My note: War is America's number one industry. In his farewell address, Pres. Eisenhower warned us to beware of the military-industrial-complex. He actually wanted to warn us about the media as well, but it was considered too extreme for television.)