"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"

In this quote, Marshall McLuhan is recommending that advertising needs to aim to develop a balance between all of our desires, objectives, and actions. He thinks that, through the use of conventional approaches, we can ultimately reach a collective understanding of our collective consciousness. This idea of cumulative consciousness is the concept that we are all linked which our collective understanding of the world is greater than the amount of its parts. McLuhan thinks that advertising can help us reach this objective by producing a harmony in between our individual desires and our collective understanding. By doing so, we can develop a more unified and unified society.