chapter  5
52 Pages

Madison Avenue meets Silicon Valley—technology imprints on advertising

The first images that come to mind when joining the words “technology” and “advertising” are likely to be of technology products that appear in magazines, television programs, billboards, buses and subways, and Internet pop-ups. Computers and printers, cameras, mobile phones, global positioning systems for your car, copiers, and web sites for a range of products and services appear in ads proclaiming speed, cutting-edge innovations, sleek style, and a host of other attributes. Less obvious, however, is an array of non-product specific images of technology that appears in ads for both technology products and products that we do not think of as technology-based, such as hair care, snacks, and cigarettes. This second image level marks a technological imprint on the discourse of advertising, and it reaches far beyond the technology products advertised and what consumers usually think about in association with “technology.”