In his "Hello!" (p.6-7), Fresán notes that this work is "a product" for "student-consumers". Expressing concern at "the excessive specialization in the education ... [of ] students ... within the field of communications", he puts forward 10 pseudo postulates : e.g. "How to work little and earn very well", "How to be generous with your colleagues and not be stingy with information", &, "How not to believe oneself to be, nor believe in others' being Leonardo Da Vinci". The "schizophrenia" of advertising is explored in a personal selection from his c.v. : e.g. "I have helped to sell ... a book edited in U.S.A., about New York, without ever having lived in NYC."Facing pages: The top leaf carries the text of a "pseudo axiom", the lower leaf a 'pencil' illustration; e.g. : p. 29. "In your creative fever take care not to bring on an attack of 'artistis'. Art and advertising are two different illnesses." --p.72. "The abundance of economic resources of 'The Great Account' does not guarantee that your improvable idea will be improved. All it can ensure is that a larger number of consumers are badly informed." --p. 86. "Shit! The computer betrayed you and deleted your work. (Often happens) ... Resort to the obsolete graphite pencil. This will always be faithful ..."