In fact I argue that the future of advertising whatever the technology will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street except the location is in the mind.

But I think technology advertising will have to stop addressing how products are made and concentrate more on what a product will do for the consumer.

Advertisers are not thinking radically enough - they look for technology to lead instead of trying the neuroscience approach and thinking about what parts of the brain haven't been activated before. These new experiences bring new capabilities to the brain.

It certainly is dangerous that there are only a few clubs left in Europe that can afford to pay millions. At the end of the day however the spectators decide the rates of pay - by watching the games and consuming the goods and services advertised on sports TV programmes.

America must be the teacher of democracy not the advertiser of the consumer society. It is unrealistic for the rest of the world to reach the American living standard.

Advertising reflects the mores of society but it does not influence them.

I warn you against believing that advertising is a science.

The dark comedies tend to be in a non-releasable area. There can be romantic comedies. There can be dramas. But there's no 'dark comedy' inbox for the advertising.

The engine of ancient society was religion but the engine of contemporary society as I see it is advertising.

As with the Christian religion the worst advertisement for Socialism is its adherents.