1. Too cool for words -- This typeface if changing your life -- The neo-Calvinists -- Timekeeping is money -- In living B & W -- Honest engine -- Avant-hard sell -- Guess again -- The lifestyle lifestyle -- On background -- The fat lady sings -- It's the rote thing to do -- Titular head -- Listless is more -- Local anesthetic -- Bookends, pods, and piggybacks -- The sound of nine ads hyping -- Sneakers and nothingness -- Heaven can bait -- Burying messages -- 2. Corporate image adjustment -- Soldiers of fortune -- Born-again Dow -- Real forced -- Mr. Liberty -- Hands down -- Touchy-Feely, Inc. -- Defense spending -- Rock of agents -- Car-nal knowledge -- Big apple -- Mass mascot -- Takeover makeover -- Anxiety calls -- Bull -- God's little agency -- The tie-ins that bind -- The brand with two brains -- Whom Ma Bell tolls -- Beam me up -- Let's face it -- Getting carded -- Gotta hack it -- 3. Real problems, surreal ads -- Du pontificates -- Point of purchase -- Forget the dead babies -- Uniform standard -- Where the boycotts are -- 30 seconds over Washington -- A piece of the wall -- Don't leave Romania without it -- The face of the people -- Stay Hungary -- Puff piece -- Toxic moxie -- Hawking war -- Green monsters -- War is bell -- Watts nuke? -- Ad-free ads -- In the red again -- The off-road to Rio -- 4. Our bodies, our sells -- At the end of a sentence -- The new, 1985 crotch -- The sound of sexism -- A hard man is easy to find -- Wipe out -- Wild thing, I think I smell you -- Women will be gals -- Flow jobs -- The trad trade -- Cockers -- Ragtime -- Getting olayed -- Leggo my ego -- Demagaga -- Friend or faux -- Operation miscue -- Fear of buying -- Boys under the hood -- 5. Shock of the hue -- Down and out on Mad Ave -- Little white lies -- Constructive engagement ring -- Cri de Coors -- Gut reaction -- Cereal rights -- Rube barbs -- Addictions and the drug war -- Shock of the hue -- Be-twixt & be-tween -- Rubber sold -- Bash & cash -- Buy-it riot -- Logo-rrhea -- Generation X-force -- 6. The sponsored life -- On the rox -- Rock rolls over -- Jean pool -- Inner tube -- Desperately selling soda -- The afterschlock -- Hip hop -- TV in its underwear -- Lemon-fresh apocalypse -- Miles to go -- Modern times -- Adblisters -- TVTV -- New word order -- Everything musts go -- The ad mission -- Pop culture.