From Walter Benjamin's 1928 essay "One-Way Street":

The "unclouded," "innocent" eye has become a lie, perhaps the whole naive mode of expression sheer incompetence. Today the most real, the mercantile gaze into the heart of things is the advertisement. It abolishes the space where contemplation moved and all but hits us in the eye with things as a car, growing to gigantic proportions, careens at us out of a film screen.