Friday, May 20, 2011

The books will be the future of advertising?

In the excitement generated by new technologies, it is little talk of a phenomenon that could become nascent and pervasive advertising in books. Something unimaginable in the world of paper could become "normal" with the transition to ebooks. Here's why. Amazon recently announced the inclusion of advertising in their reading devices.

For the moment it is just background images that can be disabled by the user. Accepting advertising the customer gets a discount on the ebook reader. Putting the question in these terms is fairly trivial and beneficial to the consumer. In fact this is the tip of the iceberg. The submerged part of advertising applied to the books is much more interesting: we are talking about the relationship between advertising and the written word and how it is mediated by technology.

A report already explored with great success with Google text ads (Google Adwords) and probably will be applied from Amazon. What harm is there in the ads in books? Nothing wrong with that, you say. Even now, buy magazines and newspapers are filled with advertising. But there is a difference between ads in print as we know them and those that we meet tomorrow on the books.

The advertising of tomorrow, in fact, it will be this: a direct connection to what we are thinking as we read. This type of advertising strikes just when our defenses are lower than when we are in front of the TV or while we are conducting a search on the Internet. In other words it is a jump.

While advertising on Google is simple, that Amazon will operate on "knowledge" when the reader has already developed an empathetic relationship with the author. The future of the book: from resistance to action. But this is only one possible scenario. If what I have described will occur then all that lies beneath the tip of the iceberg must be studied carefully.

Not only to vaccinate their cognitive apparatus, but also to implement practices of resistance. A few days ago we celebrated April 25, a social process in which the Resistance had first stopped the degeneration totalitarian and then acted to build a new collective meaning around which the community could regroup after the Civil War.

This two-step process must become daily practice in various areas of our private and collective. Although it may seem strange, it is a valid method for handling induced by advertising in books. In this case, resistance means: 1. recognize the processes of manipulation, 2. these processes and make them accept their reversing the function.

For example, using the same methods for non-merchandise sales of the book, but to promote a healthy economy and to promote the work rather than profit. Anyway, the issue is so important that will be worth going back to understand the potential that the book as an object relational permits.

And that goes far beyond the current market problems of the publishing industry.

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