A Baldessari-like dissonance of image and text, placing Ruscha non-sequiturs in the grey palette of conceptualism to be less self-ironizing, like the 80's ads it mimics. “Watch it. Think it.” The barrage of advertorial propaganda berates in hollow declarative, the nonsense of the advertorial address. An obfuscation highlighting that all advertising is obfuscation. That despite enticement into reading its premise all language slips, but like the lifting of too heavy weight we become stronger at the reading of advertising nonsense. Like the yearbook photos we get acclimated to the alienating distance created by once familiar subjects.