Just as typography is human speech translated into what can be read, so photography is the translation of reality into a readable image.

It would seem unlikely that a manufacturer of short-lived paperboard boxes could make the slightest cultural impact upon his time. But the facts show that if even the humblest product is designed, manufactured, and distributed with a sense of human values and with a taste for quality, the world will recognize the presence of a creative force.

The picture is the imitation and converted reality of the goods, in short, an indirect substitute for reality.

We live in a time of the greatest precision and of maximum contrasts: photomontage offers us a means to express this. It shows ideas: photography shows us objects.