One of the strangest things about dispute over advertising is that the greater the fuss the much of a mystery the industry itself seems to become. Advertising is a passionate area. It seems to affect those who attack it and those who defend it in remarkable similar ways. (1) ______ Before long both are exhibiting the same compulsive urge to overstate their case to that it is difficult to believe that the critics and the defenders of advertising are even arguing for the same thing. But (2) ______ just as it seemed sensible for us to regard advertising without go to (3) ______ either extreme, so it also seemed logical to try and find as coldbloodedly as if we could, what advertising in the Britain of the sixties (4) ______ really was. We knew that they consumed around ＄ 950 million a year, or (5) ______ roughly 2 percent of the national income. We knew that it employed something over 200, 000 individuals, the majority of which were paid (6) ______ salaries considerably above the national average. And we knew that it was supposedly run in accordance certain rather vague and often (7) ______ complex rules and professional orders. Therefore once we tried finding out exactly what all this money (8) ______ went on, what these highly paid individuals did for it (and with it), and how the rules and orders influenced them, a curious thing happened. This strange animal called advertising, so disliked by its supporters and so beloved by its defenders, began to disappear. In its (9) ______ place were advertising men and advertising agencies-all working in different ways and to different rules and all showed quite startling (10) ______ differences of competence, taste and effectiveness.