In his first full-length 
In his first full-length work, "The Mechanical Bride," he attempted to explain the purposes and effects of advertising in culture. He offered the thesis of historical change based on communications technology, particularly the invention of the printing press, in "The Gutenberg Galaxy." FTP, identify this cultural critic, best known for the work "Understanding Media," and his most famous phrase "the medium is the message."
In his first full-length work, "The Mechanical Bride," he attempted to explain the purposes and effects of advertising in culture.
Marshall {McLuhan}