For more than 30 years, the advertising industry has perennially complained about the severe structural crisis that it has suffered from. By the end of the 1980’s, from the industry’s perspective it seemed that “the party’s over”. Already in the mid-1990s, advertising was regarded as dead. Yet, in spite of all the complaints articulated by business representatives, the 1990s were an important starting point for the advertising business rather than its termination: A quest for the reinvention of advertising began, a quest for new styles of expression, new channels of dissemination, new strategies, and new alliances in the advertising business. Ironically, yet consequently, the advertising industry put its entire focus on those technologies that had initially seemed to threaten the advertising business and its economic subsistence: digital media.
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