Advertising Is Water: A Special Report on the Future of Marketing

“There’s a great joke, made duly famous by David Foster Wallace’s 2005 commencement speech at Kenyon College, that goes like this: Two young fish meet an older fish swimming the other way. “Morning, boys. How’s the water?” he says. And one of the young fish turns to the other and says, “What the hell is water?”

In media, advertising is water.” (The Atlantic)

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