The medium is part of the message

Date of publication: October 15, 2000

Abstract:

This paper is based on the results of a global qualitative project covering 14 countries across North and South America, East and West Europe,Asia and Australia. Advertising clearly plays a substantial role in the construction and support of a brand's image in the mind of the consumer. Yet what do we understand about the media that carry these ideas, images and messages, their role in creating a relationship between consumer and brand, or how these vehicles may affect consumers' willingness to engage with the advertising and the interpretation of their message?

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