Chapter 5

New Horizons

Commercial advertising has always been in search of innovation, of new ways to capture attention and to attract an audience. Never before, however, has it found itself playing catch-up to quite such a degree with the proliferation of new technologies and advertising platforms. There are a multitude of new ways in which to transmit the advertising message, and these mushrooming conduits have also served to bring the corners of the Earth closer together. The same advertisement can be viewed simultaneously in Vladivostok and Timbuktu, in an increasing number of different ways.

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