Publicidad y Nuevos Medios. Lo que cambia y lo que permanece.

Los nuevos medios están poniendo en cuestión lo que sabemos y no sabemos acerca de la Publicidad. Toni Segarra en la edición 2010 del MAD afirmo sin rubor que Internet no va a transformar el mundo. Y se apoyaba en una entrevista con Steve Jobs publicada en Wired en 1996. The next insanely great thing

Wired: What’s the biggest surprise this technology will deliver?

Jobs: The problem is I’m older now, I’m 40 years old, and this stuff doesn’t change the world. It really doesn’t.

Wired: That’s going to break people’s hearts.

Jobs: I’m sorry, it’s true. Having children really changes your view on these things. We’re born, we live for a brief instant, and we die. It’s been happening for a long time. Technology is not changing it much – if at all.
These technologies can make life easier, can let us touch people we might not otherwise. You may have a child with a birth defect and be able to get in touch with other parents and support groups, get medical information, the latest experimental drugs. These things can profoundly influence life. I’m not downplaying that. But it’s a disservice to constantly put things in this radical new light – that it’s going to change everything. Things don’t have to change the world to be important.
The Web is going to be very important. Is it going to be a life-changing event for millions of people? No. I mean, maybe. But it’s not an assured Yes at this point. And it’ll probably creep up on people.
It’s certainly not going to be like the first time somebody saw a television. It’s certainly not going to be as profound as when someone in Nebraska first heard a radio broadcast. It’s not going to be that profound.”

Tambien en 2010 pero en Cannes, Simon Wavering desarrolló una magnífica presentación bajo el título The How of Social Media. Su tesis: Advertising will change forever

Hay tensión creativa. Yo la libero con las lecciones de la escuela JWT y sus maestros: James Webb Young, a quien pertenece la cita, y Jeremy Bullmore que me ha permitido recordarla:

“This is because advertising, rightly seen, is all about people. And about how to use words and pictures to persuade people to do things, feel things, and believe things. Wonderful, mad, rational and irrational people”. J.W.Young How to become an advertising man.

Y es que las tecnologías pasan y las personas, sean unas u otras, permanecen.