[94] because advertisement^a, ALSO, has two functions. In the one sense it is a necessary function, namely announcing that there are products which can be used for the satis- faction of needs, and that is the legitimate function of advertisement, which is always going on. And there is the other function, what one calls "high-pressuring," on the evoking of needs. And that is what is going on to such an extent that today the situation becomes more and more so, that that which CAN BE REACHED with the help of advertisement, and with the help of the tools to which the advertisement points, is spoiled by that by which it can be reached. Now that is a paradoxical statement which will become a very important factor in the life at least of your generation--it is already partly in my generation. You can go easily to every place in the world today, but when you GO, it is not the place to which you want to go, because the means of going there have spoiled it, have ruined it, and not only in terms of advertisement but also in terms of those machines which make it possible that we reach it. It is almost impossible today, in Europe--and I warn you if you plan to travel in Europe--to find ANY place where one can enjoy quietly the beauty of old European cities or lakes or mountains or whatever you want, because the means of transportation to these places ruin the places. This is a very profound dialectic of means and ends--the fact that advertisement ruins the American landscape is obvious to everybody who goes through streets and roads where, by chance or great luck or divine Providence, they are spared from advertisement. If this is NOT the case, it makes no sense to drive there any more because the means for driving--for instance, [the] car--are announced every ten meters, and ruin the land- scape. And so on and so on--your imagination is big enough to continue this lamentation of Jeremiah! [much laughter] Now we have here a problem, one of the many problems which I want to bring to a deeper level now: POSSIBILITY IS TEMPTATION^b, in all realms of life. Where there is possibility, there is temptation. And TEMPTATION, in the technical realm, is based on the possibility of producing innumerable things. And this can be done actually, only if, at the same time, needs are created so that the production of these things can economically be justified.