The message is (or may be) the medium... But is certainly not the message!
Under this somewhat iconoclastic title, referring to the equally and deliberately iconoclastic statements from McLuhan, we want to show that good intellection of an advertising message often depends not so much on the actual message, more on the context of the message, the prime component of which is the medium that carries it. So our purpose is not to build a new theory of communication, rather to base our professional experience on proven theoretical grounds, or again to establish the link between fundamental and applied research in the specific field of advertising efficacy.
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