The Effect of the Internet on the Advertising Industry in a Consumer Culture

A revolution is under way, possibly of the same magnitude as the 19th Century industrial revolution. The information age is upon us at an unparalleled rate of growth. The Internet spearheads the drive forward towards a world where knowledge that shapes our lives is truly common, affecting every culture on the planet. Commercial advertising is the science of disseminating information in a meaningful way and it is therefore relevant to wonder how this new-world order will affect both advertising and the underlying cultures. When will it happen? Who will it affect? What form will it take? How will it affect our national cultures and what benefits or disbenefits will follow? What will happen to the advertising industry? Where will the opportunities be? This study has aimed to answer these questions and to apply them to our underlying consumer culture, targeting the impact of the Internet on advertising and its’ direction.