Curtis still prints a catalog every quarter and drops them in the mail box. We've been uh, talking to MCI, and this is not about the phone bill. But we are gonna make some changes, not in our ideals, but in the tools that we use. The second part of the ad is introduced by Darlene, the secretary, as a survey of employee reactions to this new technology initiative at Gramercy Press. I'd like to see that.
Art is constant, tools change.
The thirtysomething male son of the owner is presented as trying to make changes to the business without losing the human touch that ostensibly defines this small company's work culture. He is represented as the force of modernization. Though he initates the changeover to the MCI networking system to make the firm more competitive and efficient in the new era of globalization, the changeover is chronicled by the secretary. The campaign positioned her as the narrator of the transition to a new era of workplace technology. Rather than feel threatened by deskilling, she takes on the role of local organic intellectual who knows all that takes place at Gramercy.