"Ideally, advertising aims at the goal of a programmed harmony among all human impulses and aspirations and endeavors. Using handicraft methods, it stretches out toward the ultimate electronic goal of a collective consciousness"

Marshall McLuhan, a distinguished media theorist, often took a look at the extensive effects of mass media on human understanding and society. In the priced quote text, he is checking out the idealistic vision and paradoxical nature of advertising in the context of an evolving media landscape.

The phrase "set harmony among all human impulses and aspirations and ventures" suggests that, at its finest, marketing seeks to align itself with the desires and ambitions of individuals and society. This shows the idea that marketing doesn't merely sell items however use deeper human needs and wants, forming cultural norms and values. It's a utopian vision where advertising not only fulfills consumer needs but likewise promotes a synchronized society where specific actions and objectives are in harmony.

McLuhan's use of "handicraft techniques" in contrast to the "supreme electronic goal of a cumulative consciousness" points to the historic development of advertising. At first, marketing depended on conventional, manual techniques of reaching consumers. These "handicraft techniques" denote an era of more individualized, maybe less highly advanced, marketing practices. As society moved towards the electronic age, advertising techniques became more advanced, making use of mass media and technology to affect and connect with larger audiences.

The "supreme electronic goal of a collective consciousness" refers to McLuhan's idea of an international town, where electronic communication technologies create an interconnected society. In this context, advertising becomes a powerful tool that adds to this cumulative awareness, influencing shared beliefs, experiences, and behaviors on an enormous scale.

In general, McLuhan's quote reflects both an idealistic vision of advertising's function in society and a critical look at its evolution. It highlights the potential of marketing to contribute favorably to human interconnectedness while acknowledging the complexities and implications of its pervasive influence in a highly sophisticated world. The text acts as a reflection of advertising's dual capacity to unify and control society, inviting readers to consider its role in shaping modern culture.