Advertising flourished during the previous century so much that Advertising Age called the twentieth century “the advertising century” when they published a special issue looking back at 100 years of advertising. However, can advertising continue to flourish in this twenty-first century? If we concern the long-term future of advertising as a social institution rather than a short-term advertising industry, the prediction might not be so simple. To answer this ontological question, this essay tries to investigate specifically the long-term influences of information technology on the future of advertising. For the purpose, this essay explains the theoretical perspectives, such as institutional approach to advertising, political economy of communication, and knowledge economy. And then, after critically reviewing the previous controversy about the future of advertising, this essay proposes the prediction regarding the fate of advertising in the twenty-first century, the direction of future advertising, and its consequences.
Abstract
Introduction
Theoretical Perspectives
Institutional Approach to Advertising
Political Economy of Communication System
From Capitalism to Knowledge Economy
Previous Controversy about theFuture of Advertising
Pessimistic view on the future advertising
Criticism of pessimistic view
Prediction of Future Advertising
Basic Standpoint
Direction of Future Advertising
Consequences of Future Advertising
Final Thoughts
Refernences
국문초록
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