(link)
Reading is like relinquishing control of thought to an author's temporary marionetting of yours. How odd that my words voice in your head. It is a base human disposition to "read" our environment, to make sense of our surroundings, and advertising takes advantage: a byline appears and before you can stop yourself it is read, allowed briefly to control you, its message passed, its transaction complete, and its sign expended.
See too: Matt Keegan, Kay Rosen at Grazer Kunstverein