This was followed in 1688 by a German periodical with an unwieldy title but one that well expressed the intention behind many a subsequent magazine: "Entertaining and Serious, Rational and Unsophisticated Ideas on All Kinds of Agreeable and Useful Books and Subjects".
Pyrgiotis, from the Greek island of Samos, admits his idea is unsophisticated, but says it "does the trick".
"What it revealed to me was the inadvertent arrogance of the idea that unsophisticated people didn't have sophisticated thoughts," Mr. Zaltman said.
This is not an idea that is unique to unsophisticated women from the provinces.
It's unsophisticated (no one has yet "sent" an actual emotion or idea), it's inexact (the rat still chose the wrong lever sometimes), and it's slower than virtually every other form of modern communication, save perhaps snail mail.
So would simply explaining to unsophisticated bidders how the Google auction will work.One concrete idea proposed by Mr Klemperer is to start by auctioning a small fraction, say 10%, of the shares to institutions.
But when it comes to building a business case, they are unsophisticated," says Melby. "I saw really charismatic people with brilliant ideas who were very hazy on how to make it commercially sustainable". That, he feared, would lead to an unsuccessful venture or, at least, one unable to reach its full potential.
Cameron Adams, a 35-year-old designer from Australia, said he found the idea of passing a list of 36 questions back and forth "unsophisticated". Instead, he made a softly colored, gently animated web app of the questions.
Gibbons was more attracted to the idea of a Minutemen series, because it would have "[paid] homage to the simplicity and unsophisticated nature of Golden Age comic books—with the added dramatic interest that it would be a story whose conclusion is already known.
Indeed, part of the book's fascination lies in seeing how the unsophisticated ads of the 1950s – copy-heavy, teeming with adjectives, full of underlined words – make way for "the big idea" of the 1960s: witty headline and picture combinations.
Culturally unsophisticated?
