When the commercials start on Israel's channel 2 the little logo in the corner of the screen changes. It's as though it's a way of letting the viewer know (if he or she couldn't figure it out by him or herself) that we're no longer watching the program, but the commercial instead. So just as the television station we're watching identifies itself via its logo, the commercial we're watching also identifies itself. And even this isn't really something new. We identify a Ralph Lauren shirt via the logo where the pocket should be, and sports shoes can't be overpriced if they don't have a distinctive logo. Would we feel confused, disoriented, if for a moment there wasn't a logo in an upper corner of the television screen? Would we lose our bearings? Perhaps in the not too distant future certain products, instead of broadcasting commercials, will sponsor the seven minutes of different television commercials.

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