University of Saskatchewan


“Advertising is what you do when you can’t go see somebody. That’s all it is.”
– Fairfax Cone (1903-1977),  American advertising executive.

The selection of a medium for advertising messages is based on the perceived or demonstrated ability of that medium to deliver the message to a targetted audience, cost effectively. The emergence of promotional opportunities on the Internet has raised fears that print mediums are on the way to obsolescence. Similar prognostications proved false when commercial radio and television presented challenges to print media in the 1930s and 1960s.

Rumours of the death of print advertising might be challenged by the many Canadians who claim to be deluged by junk mail flyers or who have experienced the flood of political brochures, newspaper advertising, lawn signs, bus signboards, and billboards unleashed by the drop of an election writ.

The Formats subgalleries provide brief descriptions of most of the major and a few of the lesser known formats utilized for print advocacy and advertising on the prairies.


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Advertising is the greatest art form of the twentieth century.
- Marshall McLuhan (1911-1980),
Canadian communications theorist and critic.
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