In this country there is a universal third person, the man we all want to be. Advertising has discovered this man. It uses him to express the possibilities open to the consumer. To consume in America is not to buy; it is to dream. Advertising is the suggestion that the dream of entering the third person singular might possibly be fulfilled.

White Noise: Text and Criticism (ed. Penguin Group USA, 1998) - ISBN: 9780140274981