Among both the advertising upperclass of The Space Merchants and in the reader ‘forum’ of Brass Tacks, an ability to consciously form ‘beautiful’ language. A reader comment (Bob Tucker, page 157) could easily encapsulate the desire of Mitchell and others to write the words which unconsciously convince consumers to consume:
shows an admirable talent of word-arranging
Just as a later part of the same letter, in which the reader mocks another reader-writer who had contributed to Brass Tacks, could serve as a mirror to the ‘common’ way the consumers themselves speak:
i think yer book is lousy and i want my monie back. the stories are punk and they ain’t even good stories. yer wholed mag is punk awful. i dare yew to print this!
Although, while Bob Tucker intends this comparison to reflect badly on the Mr. Avery in question, in The Space Merchants the consumers’ way of speaking, in its marked difference from Mitchell’s carefully-wrought elite literary professionalism – in fact serves to make him the outsider, for a time.
(and mitchell’s way of speaking is the way i’ve been conditioned to write for classes but if i was talking about this to anyone else at all it’d probs look more like this)