I think he is one of the most handsome men who ever became president. "Oh, but the man they ran against him!" "He wasn't much, was he? Rather small and simple and he didn't shave too close or comb his hair very well.", (p. 125). This shows that these ladies were not interested in politics. Rather, the candidates expressed their physical attractiveness. A method called Earworm is widely used in the book advertising industry. Earworm is the psychological term for music that is constantly repeated and therefore retained in long-term memory and, in other words, "stuck in your head." In Fahrenheit 451, advertisements are used to constantly bombard society with information. It is also used to distract from reality so that people cannot retain anything of value. For example, as Montag attempts to memorize the Book of Ecclesiastes while riding a train. He finds that he can't retain much because the train's audio system plays an ad for "Denham's Toothpaste" over and over again: "Denham's makes 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 set up a psychological system to limit what he thinks by giving him views and ideas.