The Engine Room

This article demonstrated how the paradigm shift inherent in the internet has been brought into the world of advertising. It reminded me of in the sixties when advertisers began to realize that the new generation didn't want to buy products to fit in but to stand out. Today's generation does not only want to be an individual, they want to interact with the media. It seems that hewlett-packard and MTV were among the first to recognize this. David Roman VP of HP, says: "We don't want it to be advertising, we want it to be real." And in digital media, he found exactly the blurry line needed between fact and fantasy to make this transformation possible.