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I liked taking the elements of roadside advertising out of context because it removes the imperative and just goes to the essence of it - the pure heart of advertising.

Stanley Donwood
Heart, Essence, Elements
"Take Cover: Radiohead Artist Stanley Donwood". Interview with Ryan Dombal, pitchfork.com. September 15, 2010.
I liked taking the elements of roadside advertising out of context because it removes the imperative and just goes to the essence of it - the pure heart of advertising.