In fast-moving, progress-conscious America, the consumer expects to be dizzied by progress. If he could completely understand advertising jargon he would be badly disappointed. The half-intelligibility which we expect, or even hope, to find in the latest product language personally reassures each of us that progress is being made: that the pace exceeds our ability to follow.

Summary

This quote suggests that in America, where progress is highly valued, consumers anticipate being overwhelmed by the constant advancements around them. The lack of complete understanding in advertising jargon actually comforts individuals, as it signifies that progress is occurring at a faster pace than their ability to keep up. The quote implies that consumers find reassurance in the idea that society is continually evolving and moving forward, keeping them engaged and giving them a sense of optimism.

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