"A commercial society whose members are essentially ascetic and indifferent in social ritual has to be provided with blueprints and specifications for evoking the right tone for every occasion"

Marshall McLuhan is pointing out that in a society concentrated on commerce, where individuals are primarily concerned with earning money, there is a lack of focus on social customs and traditions. For that reason, people in such a society requirement instructions and guidelines on how to act appropriately in social situations. McLuhan recommends that it is necessary to have predetermined strategies and directions to create the ideal state of mind or environment for any provided affair.