An Impending Paradigm Shift in Advertising
Chapter 5: Paradox & Pitfalls
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PARADOX & PITFALLS
The 1990s were filled with seemingly advantageous opportunities for advertising. Advances in technology provided superior workflows, enhanced equipment, and new ways to reach mass audiences. Despite the promise associated with these opportunities, advertising began to struggle. Its drift toward decline quickly spiraled into relentless chaos.
Advances in electronification led to democratized information and technology within advertising. As a result, advertising experienced major disruptions within its internal structure and consumer environment. Disruptions were largely attributed to technological contributions from Adobe and the Internet. These disruptions eventually led to the cessation of productivity and power redistribution, which signaled the impending paradigm shift.
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