Every new form of media initially emulates the forms of the past. The first radio shows were merely people reading books on air, or playing instruments, with no use of clever sound effects or editing. The first TV shows were quiz shows that had originally appeared on radio, with mere headshots of the contestants. No sophisticated panning shots or jump cuts; simply the addition of a face to the spoken word. Internet advertising has the same atavistic resemblance to the newspaper advertising that preceded it. The first such ads were run in La Presse, a Parisian paper, in 1836. Advertisement was
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