Digital and Printing Mediums for Advertisements

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Nowadays with the evolution of mediums offering both traditional and dematerialized forms of information, readers find themselves with a wider range of options than they ever had before. Readers looking for interactivity and easy and quick access to information will favour digital mediums, whereas those who prefer a more comfortable way of reading will stay loyal to the print medium.

Interestingly, digital and print mediums are not used to the same purposes. For example, in advertising, companies who want to reach out to specific categories of people will opt for information platforms on the Web, where advertising campaigns are better targeted. On the other hand, companies that keep on using print media are more concerned about maintaining a general presence in the society.

- “the Web is about interactivity, the ability of the user to choose information pathways and explore them with new-found ease
- “ A Web site without interactivity is one that fails to deliver on the promise of the medium.” (p.154)
The e-book will be in a position to challenge the printed book only when it will start offering a real possibility of interactivity for its readers.

There remains one undeniable advantage to the electronic book: its price. Indeed, one pays for the content but only once for the medium itself. It can become more competitive than a traditional book as it removes the costs of paper, publishing etc.
As it happened with the creation of television a few decades ago, the printed book has to adjust today to the evolution of customs and habits of the society, while looking to conquer new financial resources. Taking from the principle of crowd funding, authors can consider carrying on with their work. In a sense, the development of partic...

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...the hyper-book and the cyberspace. Therefore, the e-book is only a temporary name for a virtual object hardly definable; no doubt that its future evolution will come along a name better suited.

Works Cited

Barthes, R. (1967). Writing Degree Zero. London: Jonathan Cape.

Lessig, Lawrence. (2008) Remix: making art and commerce thrive in the hybrid economy / Lawrence Lessig :London : Bloomsbury Academic,

Manovich, L (2001), The Language of New Media, Cambridge, Mass.; London: MIT Press, 2001. Chap 1, Principles of New Media

Jenkins, Henry, (2006) Convergence Culture, NYC: New York UP.

http://www.washingtonpost.com/blogs/innovations/wp/2013/09/20/the-future-of-books-from-gutenberg-to-e-readers/

http://www.ncsu.edu/meridian/jul99/downloads/diglit.pdf

http://www.ittk.hu/netis/doc/ISCB_eng/11_Rab_final.pdf

http://hypermedia.univ-paris8.fr/jean/articles/livre.htm

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