Advertising in the age of new media unscrambled.


On the net, the ultimate communication is continuous distraction.

The computer screen is the surface of communications
par excellence. Staring at a screen is all absorbing. But
what is becoming all too obvious is that computers aren't 
communicating with people, they are communicating with
each other.



The very definition of the Internet is computers talking to
computers. In fact Gibson called the information space
cyberspace - meaning the space that exists within a 
computer or a matrix of computers. Sitting in front of a 
computer, people are absorbed by the flowless stream 
of information racing across the screen. Their subjectivity
is suspended, their objectivity is operating at full throttle.

It's the Marlboro man riding fearlessly across cyberspace-he's a virtuoso, a cowboy of information space, in many ways an everyman.



Advertising is mostly subjective, so in an objective  
environment it rings false. Therefore, subjective messages
are quickly rejected. The challenge facing most
advertisers is how to talk about yourself without talking
about yourself. How to make your message objective.




To accomplish this task, you should look to expand 
the psychographic base of your equity and find new
relevancies between you and your consumer. Cyclops 
excels at this, understanding new advertising in the  
age of new media.




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Copyright Cyclops Communications, Inc. 1999