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Words are cruel, advertising is crueler, deploying statements as an injection like bludgeon. Words like bat on the aluminum of your skull, recognition, legibility. Advertising takes advantage of your ability to see, to read, of human's innate need to recognize the information of your surroundings, so put words bigly around and watch people look and read without thinking, the delivered words already standing inside your head, whacking away at sense. Kruger's popularity in the Supreme irony of advertising is the desire to castigate its belittling skull-whack by owning it, approving it yourself, asking for it, taking the poison of alcohol on the daily to numb the feeling.