The Mechanical Bride: Folklore of Industrial Man (1st Ed.: The Vanguard Press, NY, 1951) is a pioneering study of popular culture by Herbert Marshall McLuhan, treating newspapers, comics, and advertisements as poetic texts.Like his later 1962 book The Gutenberg Galaxy, The Mechanical Bride is unique and composed of a number of short essays that can be read in any order – what he styled the "mosaic approach" to writing a book.