Society progresses because of the inconsistency of the average man's mental
For society, the interesting outcome of this situation is that progress seldom occurs through the abrupt expulsion by a group of its old ideas in favor of new ideas, but rather through the rearrangement of the thought of the individuals in these groups with respect to each other and with respect to the entire membership of society.
It is precisely this inter lapping of groups—the variety, the inconsistency of the average man’s mental, social and psychological commitments which makes possible the gradual change from one state of affairs or from one state of mind to another.
Few people are life members of one group and of one group only. The ordinary person is a very temporary member of a great number of groups. This is one of the most powerful forces making for progress in society because it makes for receptivity and open-mindedness.
When I design online ads for American Apparel, I almost always look for an angle that will provoke. Outrage, self-righteousness, and titillation all work equally well. Naturally, the sexy ones are probably those you remember most, but the formula worked for all types of images. Photos of kids dressed up like adults, dogs wearing clothes, ad copy that didn’t make any sense—all high-valence, viral images. If I could generate a reaction, I could propel the ad from being something I had to pay for people to see (by buying ad inventory) to something people would gladly post on the front page of their highly trafficked websites.