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2 LITERATURE REVIEW 2.1 Advertising in global meaning ‘Advertising is the greatest art form of the 20th century.’ - Herbert Marshall McLuhan Advertising represents any paid form of nonpersonal presentation and pro- motion of ideas, goods, or services by an identified sponsor. (Kotler P, & Arm- strong G. 2008, 426). In a primitive form, Winston F tells in his work that ad- vertising has been used almost as long as Homo sapiens. However, in a rec- ognizably modern form, it has been around for at least 2,500 years. Despite its venerable age it is still sprightly and growing. (1999, 1). Radios at the bedside; letters on the doormat; billboards at bus stops; mag- azines at the hairdresser’s; newspapers on the train; faxes at work; videos in hospitals; stickers in newsagents’ and TV in the living room: at every point of the day we are bombarded with commercial messages. (Sean B. 2005, 12). Strong and constantly increasing competition forces companies to regularly draw the attention of potential consumers to their products or services. Due to Media Dynamics Inc. a study about media usage admits that a typical adult’s daily media consumption has grown from 5.2 hours in 1945 to 9.8 hours (or 590 minutes). (Sheree J. 2014). Nowadays, it is impossible to catch attention without using the latest design and computer technologies for creating a 10PDF Image | YouTube as an advertising platform
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