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Advertising in Modern & Postmodern times
Pamela Odin

Convergence technologies offer advertising its potential of operating at the epicentre of our media-saturated economy of signs, opines Pamela Odin in Advertising in Modern & Postmodern Times ( www.sagepublications.com). “Multimedia advertising is the material realisation of capitalism’s insatiable appetite for time/space efficiency in the expropriation of ‘more for less’,” she describes. While radio and television advertising require the broadcaster to interrupt the linear flow of transmission to broadcast the advertisement, the Internet has the advantage of enabling the continuous circulation of signs, observes Odin. “The Internet enables content providers to embed advertisements within the real-time flow of their broadcasts. This process is described as ‘spatial multiplexing’ as it requires that content providers allocate only a fraction of their bandwidth to the advertisement.” Heavily researched.

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