Mockery, perhaps, but not entirely useless, since it helps prick the myopia that's a persistent danger in any business which uses lots of jargon to discuss the

Mockery, perhaps, but not entirely useless, since it helps prick the myopia that's a persistent danger in any business which uses lots of jargon to discuss the ideal forms of execution. Believe it or not, there are a number of exceedingly self-absorbed people in advertising. These are folks who actually do assume that clients and audiences take advertising's technical aspects as seriously as they do, and start thinking that they can use their client's money to communicate on this level when, in fact, they can't. What's worse is that they can get heated in meetings when more grounded people try to tell them otherwise. Circulating stuff like this is a fine way to rein them in gently. I'm sure variations on this send-up are possible in any business that evaluates its own work according to generally obscure measures. It's just especially funny here, since it also uses stock-photography so well, which is a product of the same business, and a separate source of endless eye-rolling from people who have to work with it.