For while there is clearly a mask, there is nothing behind it; it is a surface which conceals nothing but itself, and yet in so far as it suggests there is something behind it, prevents us from considering it as surface

J.L.Baudry (Afterimage, No. 5, Spring 1974, p.27)
quoted in Judith Williamson’s Decoding Advertisements: Ideology and Meaning in Advertising(p.71)