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Marshall McLuhan

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School is the advertising agency which makes you believe you need the society as it is.

 
Marshall McLuhan

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Why should we accept that the "talent" of someone who writes jingles for an advertising agency advertising dog food and gets $100,000 a year is superior to the talent of an auto mechanic who makes $40,000 a year? Who is to say that Bill Gates works harder than the dishwasher in the restaurant he frequents, or that the CEO of a hospital who makes $400,000 a year works harder than the nurse or the orderly in that hospital who makes $30,000 a year? The president of Boston University makes $300,000 a year. Does he work harder than the man who cleans the offices of the university? Talent and hard work are qualitative factors which cannot be measured quantitatively.

 
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Give advertising time. That is the thing that it needs most. The advertising agency is the most precious infant among the professions. Is it fair to expect perfection in a profession that counts only a single generation to its credit? We are learning. I see no reason why advertising agencies, too, should not outlive their founders and the successors of their founders, growing wiser with each generation and gathering a priceless possession of recorded experience.

 
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Now, given that picture of a rapid change of society, one would expect to see a rapid evolution of the institutions charged with preparing the young for it. We do not see this. We see a much slower rate of evolution of the school and that means we're seeing a bigger and bigger gap between school and society. This gap is what I believe is responsible for the deterioration of performance in our schools and our educational systems. Because the children can see this; they can see that school is irrelevant. They feel that the pace of school and the mood of the school culture is out of sync with the society in which they live. And so it becomes harder and harder to get them to buy into the idea that school is satisfying their needs, that school is a bridge to the 21st century, as our political leaders keep on reiterating.

 
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It used to be fashionable for authors to have their pictures taken with dogs, but the dogs always looked like models hired from an advertising agency, and probably were.

 
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When it comes to bullshit, they [advertising agencies] have forgotten what you haven't already learnt about all this crap! (To Rachel - shortly before her firing, when her supposed expertise in advertising results in the failure of the advertising task)

 
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