Introduction

Print, Radio, and New Media in Advertising

Societal evolution among human beings has often coincided with advents in language,text, and technology. The utilization of speech has allowed human beings to broadcast their thoughts, intents, actions and feelings amongst one another,and thus created a universal form of communication within populations. The advent of writing allowed us to record that which we spoke and preserve copies of our ideas so that we may call upon them in times of need to share with our peers. And the constant evolution of technology has made our day-to-day lives more convenient, using our innovative spirit and need for efficiency to create devices to assist us in work, entertainment, and information seeking. Humans have used language, text, and technology to assist in the advancement of their species, and to help bolster their societies and lifestyles. One such aspect of humanity that has been directly affected by this advancement in society is the practice of trade and commerce. And with the need to sell goods and services and engage in trade, comes the need to advertise them. Dating back to pre-modern histories of Eastern societies with rock carving and papyrus, to the use of newspapers and magazines in capitalistic societies prior to the 21st century,all the way to the use of the internet today, humans have evolved their advertising practices over time by implementing their relationship with language, text, and technology into printed media, radio, and new or digital media.

The Relationships Between Print, Radio, and New Media

To better understand how these mediums have shaped the world of advertising and language, text, and technology, one must consider the affordances, limitations,and shared traits they possess. Print allows for a hard copy of information,but is limited in its ability to be distributed or read. Radio provides a listener with instant communication, but is only limited to real time and can only span certain distances. New media allows for past and present information to be distributed, archived and accessed, and can be customized to meet the preferences of a specific user, while offering very few limitations. The affordances of these mediums reflect the vital roles they have played in the ever-changing realm of human society.Because they are interconnected through their abilities to provide information,they are still relevant today in many facets of human society.