Nuevos formatos de publicidad, nuevos problemas (2004)

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    gbdfjeefak+daegbdfjeefk eakurcta|bu rkf}b|ufdjd db kj}j||j daergbkta >4>2'>:

    T|ju bc |bdfuba db Cflb|jtfak bk M|jkefj#Gj|fa@j|ej ojlcj bk uru eakmb|bkefju |befbktbu dbjkrkefau ufcbktbu a ufcbkt jdu+ Bx~cfej zrb ub t|jtjdb rk krb}a ma|gjta ~rlcfeftj|fa zrb ub jl|b ~juabk cau gbdfau fg~|buau ~a| cj fkmcrbkefj db cauljkkb|u db fktb|kbt+V jr`r|j zrb butb tf~a db j}f'uau }j j ub| ejdj }b gu m|berbktb ~a| dau gatf'}au8 rlfejefk cfl|b v ur bmfejefj+Uf oj ojlfda rk|bj dakdb fktb|kbtoj fkmcrfda gu bk cj ~|bkuj bubk cj ~rlcfefdjd# eakecrvb+

    Zr bktfbkdb @j|ej ~a| jkrkefau ufcbktbu 1Gfe|agdrcau ~rlcfeftj|fau fkub|tjdau ~|bmb|bktb'gbktb bk gbdfa db eacrgkju db kj}b`jefk bk cju~a|tjdju db jc`rkau dfj|fau+ Tjk ~bzrbau zrbj~bkju uak gj|eju# ca`au db bg~|buju grv eaka'efdju+

    Bk |bjcfdjd# butau jkrkefau ufcbktbu ka uakkrb}au#ka ub bx~cfejk uca ~a| cj fkmcrbkefj db fk'tb|kbt v }jk gu jcc db cju rlfejefakbu dbue|ftju+

    Ub }fbkbk ~rlcfejkda ojeb greoau jau bk dfj|faudb ejuf tadau cau ~jubu db Br|a~j# dbudb Buejkdf'kj}fj j Bu~jj+ Bkt|b cju ccjgjdju j ~`fkju fktb'|fa|bu# ~b|a tjglfk hrkta j cau ~|a~fau ca`au /kj'gb~cjtbu& db ~rlcfejefakbu v ubeefakbu#a bk gbdfadb ecjufmfejefakbu db~a|tf}ju v cfutjdau lr|utfcbu+

    Ufk bglj|`a#Gj|fa @j|ej u ccb}j |j k bk zrbbutjgau jufutfbkda j cau fkfefau db rkj krb}j ~a'ej bk cj |bcjefk bkt|b fkma|gjefk v ~rlcfefdjd er' vju eakuberbkefju uak dfmefcbu db ~|befuj|+ Bk rkj~|fgb|j j~|axfgjefk# ub gb aer||bk jc gbkau cauuf`rfbktbu ju~betau ual|b cau zrb dbtbkb|ub v ~bk'uj| rk ~aea j ~|a~ufta db ca zrb ~adbgau eak}b'kf| bk ccjgj| krb}au jkrkefau 8

    :+ Cj ub~j|jefk bkt|b ~rlcfefdjd b fkma|gjefk#rk gjkdjgfbkta uj`|jda bk e|fufu+

    Bc ~|r|fta t|jdfefakjc db ka gb ecj| fkma|gjefk v jkrkefau a#dfeoa db at|j gjkb|j#cj ecj|j ub~j|j'efk db buau dau grkdau tjc v eaga kau ca ojljkbkubjda bk cj rkf}b|ufdjd# but oav bk erbutfk+Cau cbeta|bu dbc uf`ca __F ~aubbk rkj erctr|j }furjcgreoa gu |fej zrb jktja v bk eakuberbkefj jd'gftbk rkau cgftbu gbkau ktfdau+Cau cbeta|bu uj'lbk |beakaeb| ~b|mbetjgbktb zr bu ~rlcfefdjd vzr fkma|gjefk+Bc mrtr|a bu cj fktb`|jefk# jkrk'efj eaga ufbg~|b }fufakj|fa bc ~|a~fa Gj|fa @j|ejbk ur ctfga cfl|a# ^r|b Dbuf`k +

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    gbdfjeefak+daegbdfjeefk eakurcta|bu rkf}b|ufdjd db kj}j||j daergbkta >4>2'>:

    5+ Vj ka zrbdjk bu~jefau kalcbu cfl|bu dbjkrkefau+

    Cau dfj|fau uak ~|adretau gu a|tadaxau+ Urucbeta|bu jdgftbk eak gu dfmferctjd cj jufgfcjefkbkt|b ~rlcfefdjd b fkma|gjefk+ Greoau ~|bub|}jkjk eak ebca uru ~a|tjdju v uru ~`fkju db a~fkfk#eaga uf ub t|jtj|j db tb||fta|fau uj`|jdau#}bdjdauj cau jkrkefau+ ^rbu lfbk# fkecrua bk butju |bju |b'ub|}jdju eagfbk j j eacj|ub ufk eakt|ac cj b~fdb'gfj ~rlcfeftj|fj+ Cj ~rlcfefdjd bk ~a|tjdj bu vj jc'`a ka|gjc bk ejuf tadau cau ~jubu+ Bk jc`rkau# fk'ecrua# ub dbu~cfb`j eaga uf ub t|jtj|j db rkj ~`f'kj fktb|fa| / fgj`bk : &8 Eacaglfj# M|jkefj# Oacjkdj#cau ~jubu buejkdfkj}au Jzrbccau zrb ub |bufutjkojk tbkfda zrb fkecfkj| cj ejlb j+ Ka bu tjk m|b'erbktb bkeakt|j| jkrkefau bk cju ~`fkju db a~f'kfk# ~b|a fkecrua j utju oj ccb`jda cj krb}j b|j+Eak}fbkb tbkb| bk erbktj zrb jl|f| butju ubeefakbuur~akb8 :& eaktj| eak bu~jefau ~rlcfeftj|fau ~|f}fcb'

    `fjdau v#~a| tjkta#gu fk`|buau9v

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    gbdfjeefak+daegbdfjeefk eakurcta|bu rkf}b|ufdjd db kj}j||j daergbkta >4>2'>:

    tbu bk gbdfa db tbxtau fkma|gjtf}au / fgj`bk = &+Jrkzrb ub ~|adrebk ujctau#bk `bkb|jc butau jkrk'efau ka gacbutjk cj cbetr|j+ ^rbdbk bkeakt|j|ubtjglfk hrkta j cau ca`au db cau dfj|fau / fgj`bk 0 &a ~a| bkefgj db bccau / fgj`bk ? &+Fkecrua bk aejufa'kbu ofut|feju zrb# dbudb rk ~rkta db }futj ~b|fa'dutfea t|jdfefakjc#bxf`f|jk ~|buefkdf| db cau jkrk'efau /fg`bkbu 6 v :>&+

    fkecrua erjkda ub t|jtj db jkrkefau db `|jkma|gjta+

    Bk dfj|fau db ljutjktbu ~jubu ~adbgau bkeak't|j| jkrkefau db `|jk ma|gjta eacaejdau bk cj ~j|'tb ur~b|fa| db cj ~`fkj / fgj`bk :: bk cj gftjd dbcj gfugj / fgj`bk :< & a ~a| j||flj v ~a| jljha#jl|j'jkda bc tbxta / fgj`bk :5 &+Zr df|k joa|j j urujcrgkau cau ~|ambua|bu rkf}b|uftj|fau db dfuba1

    0+Cau ~b|fadfutju

    dblbk jeagadj|ub jcju bxf`bkefju db cjuj`bkefju+

    Cju j`bkefju ~rlcf'eftj|fju lruejk fg~je'ta v bkerbkt|jk oav cjeag~cfefdjd db cau db'~j|tjgbktau db ]bk'tju zrb jktbu ub cbu kb'`jlj+ Cau ~b|fadfutjuub }bk alcf`jdau bkgreoju aejufakbu j |b'ccbkj| bc orbea zrb cbudbhj cj ~rlcfefdjd

    5

    Fgj`bk = +' M|jkimr|tb| Jcc`bgbfkb Xbftrk`/Jcbgjkfj >4+

    Fgj`bk ? +' ^a|tjdj db^lcfea /Cfulaj#^a|tr`jc :666+

    Fgj`bk :> +' ^a|tjdjdalcb db ctfgjuKatfefju /]bkbxrbcj&+Bc jkrkefa zrb dbljbutj| hrkta j cj ejlbeb'|j ub eacae jljha+

    Fgj`bk :< +' ^`fkjfktb|fa| db Bc Grkda/Bu~jj >5+

    Fgj`bk :5 +' Dalcb ~`fkj fktb|fa| db Ob|jcda db

    Ua|fj /Bu~jj>5+

    Fgj`bk :: +' ^`fkjfktb|fa| dbc ~b|fdfea CjKjefk /J|`bktfkj>5+

    Fgj`bk 6 +' ^a|tjdj dbDfj|fa db Kj}j||j/Bu~jj :60?+

    Fgj`bk 0 +' ^a|tjdj dbDfb Xbft /Jcbgjkfj>:+

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    gbdfjeefak+daegbdfjeefk eakurcta|bu rkf}b|ufdjd db kj}j||j daergbkta >4>2'>:

    /fgj`bk :4 ufk ~auflfcfdjd db ~|atbutj+ Bk butjkrb}j b|j cju ~a|tjdju db ubeefakbu v erjdb|kauub ojk eak}b|tfda bk tb||fta|fa db cfl|b aer~jefk#ojutj bc ~rkta db }b|ub aer~jdju ~a| eag~cbta bkjc`rkau ejuau / fgj`bk :2 &+Cau bhbg~cau ub ~rbdbkbkeakt|j| fkecrua bk Butjdau Rkfdau / fgj`bk := &+^b|a ojv gu8cj ~rlcfefdjd eagfbk j j dbuljkej|db cju ~a|tjdju jc eaktbkfda fkma|gjtf}a# jc gb'kau bk aejufakbu bu~befjcbu a bk bdfefakbu dagf'kfejcbu+Bk butau ejuau#kjtr|jcgbktb#cj }b|djdb|j~a|tjdj mf`r|j j eaktfkrjefk# bk ca zrb ub|j cj~`fkj 5 / fg`bkbu :0# :?# :6 v &+ Ub t|jtj db bk'ej|tbu ~a| mrb|j zrb jl|j jk cj ~rlcfejefk#bueak'dfkdacj# v zrb dblbk ~j`j| dr|au |bej|`au ~a|bcca+

    ?+ Ccb`jk cau krb}au ma|gjtau t|fjk`rcj|bu vef|ercj|bu

    Cj eakt|jtjefk ~rlcfeftj|fj vj ka ub ojeb kf'ejgbktb eak ljub bk ma|gjtau eak}bkefakjcbu+Ub

    }bk ejdj }b gu jkrkefau eak ma|gj db C# R#T aO /fg`bkbu 4+

    Fgj`bk :2+' ^a|tjdjdb cj ubeefk Ejdb|ka< db A Butjda db Ua^jrca /L|jufc >5+

    Fgj`bk := +' ^a|tjdj dbcj ubeefk T|j}bc dbc Ujk Haub Gb|er|v Kbpu/RUJ>4+

    Fgj`bk :0 +' ^a|tjdjdagfkfejc dbc Obcufk`fk Ujkagjt /Mfkcjkdfj:666+

    Fgj`bk :? +' ^a|tjdjdagfkfejc db Db| Utjkdj|d /Jrut|fj>4+

    Fgj`bk :6 +' ^a|tjdjdb Macoj db Ua ^jrca/L|jufc >4+

    Fgj`bk +' ^a|tjdj db^lcfea /Cfulaj#^a|tr jc :666+

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    gbdfjeefak+daegbdfjeefk eakurcta|bu rkf}b|ufdjd db kj}j||j daergbkta >4>2'>:

    tb ~jua ub|k cau jkrkefau ef|ercj|bu#~b|a jzr uavbue~tfea+E|ba zrb bu dfmefc zrb rk cbeta| |beaka 'ej rk jkrkefa |bdakda eaga tjc v ka ca eakmrkdjeaga rk bcbgbkta }furjc db cj ~|a~fj fkma|gjefkbk cj zrb }j fkecrfda# dfeb Jkdb|u Tj~acj# urlbdf'ta| dbc dfj|fa#jktfef~kdaub j jc`rkau ~|alcbgju+

    6+ Cj ur~b|~aufefk db eaktbkfdaufkma|gjtf}au v ~rlcfeftj|fau# bc ctfga `|fta+

    ^b|a bc ujcta erjcftjtf}a ccb`j eak cau jkrkefaudb cfl|b ma|gjta / fgj`bk

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    gbdfjeefak+daegbdfjeefk eakurcta|bu rkf}b|ufdjd db kj}j||j daergbkta >4>2'>:

    |bktjlfcfdjd j krbu't|au ecfbktbu+ Butaam|beb rk }jca| db fk'ka}jefk v e|bjtf}fdjdj krbut|a dfj|fa# jj'db+

    V zr ojv db cau~|befau1 Bc ~|befa dbcjkrkefa }j|j bk ejdjejua# ~b|a bk butau ej'uau bu~befjcbu bu jcgbkau bc dalcb db cjtj|fmj eak}bkefakjc+ Bk|bjcfdjd#bc ~|befa }fbkbdbtb|gfkjda ~a| bc fg'~jeta db cj ~rlcfefdjdbk cj ~`fkj# jjdb+Bk bc ejua dbc jkrkefa db TJG/fgj`bk 5+

    Fgj`bk