I think he is one of the nicest men to ever become president. ""Oh, but they ran against that man!" "He wasn't much, was he? A bit small and simple and didn't shave too much or comb his hair very well.", (page 125). This shows that women were not interested in political points of view, the candidates rather expressed their physical attractiveness. A method called Earworm is widely used in the advertising industry within the book. Earworm is the psychological term for music that is constantly repeated to be stored in long-term memory and, in other words, "stuck in your head". ads are used to constantly bombard society with information. It is also used as a distraction from reality so that people cannot retain anything of value. For example, as Montag attempts to memorize the Book of Ecclesiastes while on the train he discovers of being unable to retain much of anything because the train's sound system repeatedly plays an advertisement for "Denham's Dentifrice": "Denham's do it" with a bouncy jingle that interferes with his ability to think. Montag begins to realize that everywhere he goes in his society, the government has a psychological system in place to limit what he thinks by providing him with visions and