Advertising is dead, but long live advertising!

"Самопожертвование должно преследоваться по закону. Оно деморализует тех, ради кого идут на жертвы." Оскар Уайльд ©

Many advertising teachers, practitioners, users of this important genre of persuasive communication say that it is now dead, although we dare say that thisis hardly the case. Advertising is resilient enough to withstand all the knocks and shocks, and will indeed become stronger and more useful to the media, marketers, governments, nonprofit organizations, and the wider publics of consumers. Yes, advertising as we taught and practiced it before the millennium appears to be dying, but gloaters eager to sing its dirge or compose its obituary are likely to be disappointed because the soul and spir…

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