Abstract:
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.
This could also be of interest:
Research Papers
The message is (or may be) the medium... But is certainly not the message!
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: François Laurent
 
June 15, 1991
Research Papers
The medium is part of the message
Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Alan Branthwaite, Karin Wood, Maria Christina Moya Schilling
Company: KANTAR TNS Malaysia
October 15, 2000
Research Papers
How the medium affects the message
Catalogue: Seminar 1990: Qualitative Research- How Are We Preparing For The Future?
Author: François Laurent
 
June 15, 1990
