Visual Frame of Reference for Astrological Houses:

House 12 versus House 1

Advertising images are created to be psychologically effective. This studied art of touching just the right human nerves also shows us that there is little or no separation in the unconscious mind concerning the art of horoscope graphic projection and the more common experience of visual metaphors upon which these graphics of ad-men apparently rely. From the Wikipedia article describing astrological House 'meanings' we find the parallel ideas, the shared poetry, of these two often unappreciated-ly similar graphic projections of symbolized human expectations of 'reality'.

http://en.wikipedia.org/wiki/House_%28astrology%29

House 1:
"House of Self -- Physical appearance, traits and characteristics. First impressions. General outlook into the world. Ego. Beginnings and initiatives.

HOUSE 12:
House of Self-Undoing-- Mysticism. Places of seclusion such as hospitals, prisons and institutions, including self-imposed imprisonments. Things which are not apparent to self, yet clearly seen by others. Elusive, clandestine, secretive or unbeknownst matters. Retreat, reflection and self-sacrifice. Unconscious/subconscious. Unknown enemies."

Why humor 'works' is because it relies on something acceptedly true but as yet not clearly revealed. The "self-undoing" of our poor file clerk is foreshadowed first by simply positioning his paperwork project in the visual space which astrology calls House 12.

The graphics used in advertising are not confined to merely Freudian-styled seductions appealing to the sexual libido, as was popularly discussed at length perhaps in the 1960's. When we want to tap the intellect of the ad consumer , the observer of the graphic metaphor, we need to stimulate the naturally occurring relationships between visual information and language proper--need to bridge the pre-consciously construed and manipulated language productions which emerge as conscious awareness, impressions and thoughts, with our intended spin on "truth" relations...what-goes-with-what-and-why. Our most common notions of how everything is related to everything else probably remains a silent sort of half-unconscious 'knowing'.

The image of the ream of paper being drafted down the wind tunnel is the perfect visual parallel for the meaning of astrology's House 12--of "self-undoing".

Likewise the House 1 theme of self projection and the ardent pioneering of egoistic goals is visually projected by the Ducati rider and his orientation to this scene. Man, bike, and slip stream all working together to hammer away on the the 'meaning' of astrology's House 1.

The more general psychological/linguistic connection of Motion versus Speech , or more correctly the inseparable intellectual experience(s) of Transportation and Communication, is also here very well illustrated. The limitations of foreign language confinements are of course going to be overcome by Xerox, and, as well, any time or distance constraints. Thus the subliminal message here is 'astrological' in spirit--the human unconscious experience of what astrology calls Houses. Unlike an attempt to make the viewer feel thirsty, hungry, or sexually aroused, the creator of this ad wants you to feel the self-confining and almost suicidal nature of your present copying and publishing practices versus the speed and freedom of a Ducati rider. And he does it very well, where I'm concerned...I cannot watch those papers flying without suffering needlessly... ;)