Interactivity may mean the end of those obnoxious television spots that seem designed to irritate viewers into remembering the products. “Ring around the collar” and “Aetna, I’m glad I met ya” are doomed. Good riddance.
Predictor: Schrage, Michael
Prediction, in context:In a 1994 article about advertising in the digital age for Wired magazine, Michael Schrage, an MIT Media Lab fellow and columnist for Adweek magazine, writes: ”What kind of ‘advertising’ will characterize the one-to-one, interactive future? For starters, interactivity may mean the end of those obnoxious television spots that seem designed to irritate viewers into remembering the products. ‘Ring around the collar’ and ‘Aetna, I’m glad I met ya’ are doomed. Good riddance.”
Date of prediction: January 1, 1994
Topic of prediction: Getting, Sharing Information
Subtopic: Advertising/PR
Name of publication: Wired
Title, headline, chapter name: Is Advertising Dead? Adviruses, digimercials and memegraphics: The Future of Advertising is the Future of Media
Quote Type: Direct quote
Page number or URL of document at time of study:
http://www.wired.com/wired/archive/2.02/advertising_pr.html
This data was logged into the Elon/Pew Predictions Database by: Anderson, Janna Quitney