Besides by now, the visual vocabulary of the early public-service broadcasting days has seeped into our cultural cortex, and even now, anything from steel to scooters, cement to cellphones continue to refer to the same staples — the child planting a sapling, the laughing families on tractors, the girl hiding behind her veil. And after a certain point, they simply cease to communicate, so even government advertising has to fight the switch that flips off in our heads when we’re faced with more of the same. “Making it new” is important, to peel away the accumulated layers of unconscious prejudice and rewire our synapses, just a slight bit.
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