Marshall McLuhan studies media as a way of understanding why it is that makes us live in the way we do, as a way of understanding society itself. For example, he describes his views on 'printing' as being the act. To print doesn't mean much, but the words which are being printed have a much greater and far more valuable effect and meaning than the printing itself. He discusses the subjective against the objective, the meaning and purpose of the media against the media form itself. He quotes 'reading is a form of 'guessing', as to read you must be able to slightly guess what is coming up, as you don't know what words will follow so you must take a guess at what is upcoming to form the sentence in your head. He was defiantly a thinker! McLuhan states by his own judgment that a good reader is usually a quick decision maker, which stems from his statement about to read is to guess. McLuhan discusses advertising as the folk art of the 20th Century, claiming ad...