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Where once corporations could impose their advertisements on us through television, we now have PVR which can block TV ads. Where once corporations could impose their advertisements on us through websites, we now have browser plugins that can block those ads. It would almost seem as if we have the power to determine how much content we are fed by corporations and how much content we genuinely want to pay attention to.
Except we don't, because it's still accepted that when a corporation creates an advertisement that does something 'neat' or 'cool', it gets reproduced and transmitted through various mediums without any critical appraisal, just because it's different and original. Corporations know this; they know that they have to go above and beyond merely putting a billboard on a highway to attract eyeballs. They know that it's not enough to beat their rivals at pure visibility. They know that they have do something 'different', something 'cool', something 'unique', something 'neat', something that will make it through to those eyeballs and minds that have become desensitized to all those tired, traditional means of advertising.
The companies that create these advertisement (not companies like British Airways, but the PR and marketing companies that they hire), are acutely aware of the fact that the number of people that will look at these kinds of billboards are no higher than the number of people that will look at any other similarly aesthetically pleasing (given contemporary style and taste) billboards. But they do know that if they offer something else, something that piques a viewer's curiosity, a viewer's sense of inquisitiveness or fascination with technology, or a viewer's eye for novelty and originality, then those people will spread the word. They will tell others about this cool and unique and original advertisement. They might not go right up to their friends and say: "Did you see that cool new British Airways advertisement?" because they might be just the kind of person who wouldn't spread the gospel of corporations so directly, but they very well might be the kind of person who would post to a social media site that has millions of anonymous viewers.