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. Before long both are exhibiting 【M1】______ the same compulsive urge to overstate their case to that it is difficult to believe that the critics and the defenders 【M2】______ of advertising are even arguing for the same thing. But just as it seemed sensible for us to regard advertising without go 【M3】______ to either extreme, so it also seemed logical to try and find as cold-bloodedly as if we could, what advertising in the Britain 【M4】______ of the sixties really was. We knew that they consumed around ＄ 950 million a 【M5】______ year, or roughly 2 percent of the national income. We knew that it employed something over 200,000 individuals, the majority of which were paid salaries considerably above the 【M6】______ national average. And we knew that it was supposedly run in accordance certain rather vague and often complex rules and 【M7】______ professional orders. Therefore once we tried finding out exactly what all this 【M8】______ money 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, 【M9】______ began to disappear. In its place were advertising men and advertising agencies—all working in different ways and to different rules and all showed quite startling differences 【M10】______ of competence, taste and effectiveness. 【M1】