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But" /> <meta property="article:author" content="https://emmanuel.academia.edu/StephanieOrme" /> <meta property="article:author" content="https://independent.academia.edu/MMcAllister2" /> <meta name="description" content="Advertising agencies are at the heart of the advertising industry, employing nearly 200,000 people in the US (Johnson, 2015) and coordinating key marketing activities: creative work, media planning and buying, research, and integrated marketing. 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But are all agencies the same? In fact, the list of top US agencies in 2014 (Advertising Age, 2015b) shows a split between two kinds of agencies. On the one hand are agencies born in the analog media era. These are agencies that Don Draper from Mad Men could work for: traditional agencies centered in big urban centers (New York City, Chicago) and that were typically named after the men (never women) who founded them or were key influences: Leo Burnett, BBDO (standing for Batten, Barton, Durstine, and Osborn), McCann Erickson, and J. Walter Thompson. On the other hand, and increasingly more prominent, are agencies created in the digital era, located in places like Little Rock, Arkansas and Irving, Texas and named with words that are not proper names and are so futuristic that they sound like Star Wars planets: Epsilon, Acxiom, SapientNitro, Accenture, Experian. These companies (and, often, these words) did not exist in the Don Draper-era 1960s. They are agencies that specialize in digital advertising. The hacker Elliot Alderson from Mr. Robot-or rather an ad-friendly version of him-would be more likely to work for these firms than Don Draper. This seemingly minor change (to outsiders) is indicative of a major rupture going on in the ad industry that fundamentally influences how they conduct their business and what advertising and advertising-supported media means for our culture.","author":[{"@context":"https://schema.org","@type":"Person","name":"Stephanie Orme","url":"https://emmanuel.academia.edu/StephanieOrme"},{"@context":"https://schema.org","@type":"Person","name":"M. McAllister","url":"https://independent.academia.edu/MMcAllister2"}],"contributor":[{"@context":"https://schema.org","@type":"Person","name":"M. McAllister","url":"https://independent.academia.edu/MMcAllister2"}],"dateCreated":"2019-06-28","dateModified":"2024-11-27","datePublished":"2017-01-01","headline":"The Impact of Digital Media on Advertising: Five Cultural Dilemmas","image":"https://attachments.academia-assets.com/59891110/thumbnails/1.jpg","inLanguage":"en","keywords":["Advertising","Advertising and Media","Digital Communication","Digital Advertising"],"publication":"Digital media: Transformations in human communication","publisher":{"@context":"https://schema.org","@type":"Organization","name":null},"sourceOrganization":[{"@context":"https://schema.org","@type":"EducationalOrganization","name":"emmanuel"},{"@context":"https://schema.org","@type":"EducationalOrganization","name":null}],"thumbnailUrl":"https://attachments.academia-assets.com/59891110/thumbnails/1.jpg","url":"https://www.academia.edu/39716865/The_Impact_of_Digital_Media_on_Advertising_Five_Cultural_Dilemmas"}</script><style 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{"work":{"id":39716865,"created_at":"2019-06-28T11:24:34.617-07:00","from_world_paper_id":null,"updated_at":"2024-11-27T14:26:02.255-08:00","_data":{"abstract":"Advertising agencies are at the heart of the advertising industry, employing nearly 200,000 people in the US (Johnson, 2015) and coordinating key marketing activities: creative work, media planning and buying, research, and integrated marketing. But are all agencies the same? In fact, the list of top US agencies in 2014 (Advertising Age, 2015b) shows a split between two kinds of agencies. On the one hand are agencies born in the analog media era. These are agencies that Don Draper from Mad Men could work for: traditional agencies centered in big urban centers (New York City, Chicago) and that were typically named after the men (never women) who founded them or were key influences: Leo Burnett, BBDO (standing for Batten, Barton, Durstine, and Osborn), McCann Erickson, and J. Walter Thompson. On the other hand, and increasingly more prominent, are agencies created in the digital era, located in places like Little Rock, Arkansas and Irving, Texas and named with words that are not proper names and are so futuristic that they sound like Star Wars planets: Epsilon, Acxiom, SapientNitro, Accenture, Experian. These companies (and, often, these words) did not exist in the Don Draper-era 1960s. They are agencies that specialize in digital advertising. The hacker Elliot Alderson from Mr. Robot-or rather an ad-friendly version of him-would be more likely to work for these firms than Don Draper. This seemingly minor change (to outsiders) is indicative of a major rupture going on in the ad industry that fundamentally influences how they conduct their business and what advertising and advertising-supported media means for our culture.","ai_title_tag":"The Cultural Shift in Advertising from Analog to Digital Era","publication_date":"2017,,","publication_name":"Digital media: Transformations in human communication"},"document_type":"paper","pre_hit_view_count_baseline":null,"quality":"high","language":"en","title":"The Impact of Digital Media on Advertising: Five Cultural Dilemmas","broadcastable":true,"draft":false,"has_indexable_attachment":true,"indexable":true}}["work"]; window.loswp.workCoauthors = [118539027,16683645]; window.loswp.locale = "en"; window.loswp.countryCode = "SG"; window.loswp.cwvAbTestBucket = ""; window.loswp.designVariant = "ds_vanilla"; window.loswp.fullPageMobileSutdModalVariant = "control"; window.loswp.useOptimizedScribd4genScript = false; window.loginModal = {}; window.loginModal.appleClientId = 'edu.academia.applesignon'; window.userInChina = "false";</script><script defer="" src="https://accounts.google.com/gsi/client"></script><div class="ds-loswp-container"><div class="ds-work-card--grid-container"><div class="ds-work-card--container js-loswp-work-card"><div class="ds-work-card--cover"><div class="ds-work-cover--wrapper"><div class="ds-work-cover--container"><button class="ds-work-cover--clickable js-swp-download-button" data-signup-modal="{"location":"swp-splash-paper-cover","attachmentId":59891110,"attachmentType":"pdf"}"><img alt="First page of “The Impact of Digital Media on Advertising: Five Cultural Dilemmas”" class="ds-work-cover--cover-thumbnail" src="https://0.academia-photos.com/attachment_thumbnails/59891110/mini_magick20190628-9282-1hbo1ge.png?1561749248" /><img alt="PDF Icon" class="ds-work-cover--file-icon" src="//a.academia-assets.com/images/single_work_splash/adobe_icon.svg" /><div class="ds-work-cover--hover-container"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span><p>Download Free PDF</p></div><div class="ds-work-cover--ribbon-container">Download Free PDF</div><div class="ds-work-cover--ribbon-triangle"></div></button></div></div></div><div class="ds-work-card--work-information"><h1 class="ds-work-card--work-title">The Impact of Digital Media on Advertising: Five Cultural Dilemmas</h1><div class="ds-work-card--work-authors ds-work-card--detail"><a class="ds-work-card--author js-wsj-grid-card-author ds2-5-body-md ds2-5-body-link" data-author-id="118539027" href="https://independent.academia.edu/MMcAllister2"><img alt="Profile image of M. McAllister" class="ds-work-card--author-avatar" src="//a.academia-assets.com/images/s65_no_pic.png" />M. McAllister</a><a class="ds-work-card--author js-wsj-grid-card-author ds2-5-body-md ds2-5-body-link" data-author-id="16683645" href="https://emmanuel.academia.edu/StephanieOrme"><img alt="Profile image of Stephanie Orme" class="ds-work-card--author-avatar" src="https://0.academia-photos.com/16683645/5462173/17700824/s65_stephanie.orme.jpg" />Stephanie Orme</a></div><div class="ds-work-card--detail"><p class="ds-work-card--detail ds2-5-body-sm">2017, Digital media: Transformations in human communication</p><div class="ds-work-card--work-metadata"><div class="ds-work-card--work-metadata__stat"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">visibility</span><p class="ds2-5-body-sm" id="work-metadata-view-count">…</p></div><div class="ds-work-card--work-metadata__stat"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">description</span><p class="ds2-5-body-sm">19 pages</p></div><div class="ds-work-card--work-metadata__stat"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">link</span><p class="ds2-5-body-sm">1 file</p></div></div><script>(async () => { const workId = 39716865; const worksViewsPath = "/v0/works/views?subdomain_param=api&work_ids%5B%5D=39716865"; const getWorkViews = async (workId) => { const response = await fetch(worksViewsPath); if (!response.ok) { throw new Error('Failed to load work views'); } const data = await response.json(); return data.views[workId]; }; // Get the view count for the work - we send this immediately rather than waiting for // the DOM to load, so it can be available as soon as possible (but without holding up // the backend or other resource requests, because it's a bit expensive and not critical). const viewCount = await getWorkViews(workId); const updateViewCount = (viewCount) => { try { const viewCountNumber = parseInt(viewCount, 10); if (viewCountNumber === 0) { // Remove the whole views element if there are zero views. document.getElementById('work-metadata-view-count')?.parentNode?.remove(); return; } const commaizedViewCount = viewCountNumber.toLocaleString(); const viewCountBody = document.getElementById('work-metadata-view-count'); if (!viewCountBody) { throw new Error('Failed to find work views element'); } viewCountBody.textContent = `${commaizedViewCount} views`; } catch (error) { // Remove the whole views element if there was some issue parsing. document.getElementById('work-metadata-view-count')?.parentNode?.remove(); throw new Error(`Failed to parse view count: ${viewCount}`, error); } }; // If the DOM is still loading, wait for it to be ready before updating the view count. if (document.readyState === "loading") { document.addEventListener('DOMContentLoaded', () => { updateViewCount(viewCount); }); // Otherwise, just update it immediately. } else { updateViewCount(viewCount); } })();</script></div><p class="ds-work-card--work-abstract ds-work-card--detail ds2-5-body-md">Advertising agencies are at the heart of the advertising industry, employing nearly 200,000 people in the US (Johnson, 2015) and coordinating key marketing activities: creative work, media planning and buying, research, and integrated marketing. But are all agencies the same? In fact, the list of top US agencies in 2014 (Advertising Age, 2015b) shows a split between two kinds of agencies. On the one hand are agencies born in the analog media era. These are agencies that Don Draper from Mad Men could work for: traditional agencies centered in big urban centers (New York City, Chicago) and that were typically named after the men (never women) who founded them or were key influences: Leo Burnett, BBDO (standing for Batten, Barton, Durstine, and Osborn), McCann Erickson, and J. Walter Thompson. On the other hand, and increasingly more prominent, are agencies created in the digital era, located in places like Little Rock, Arkansas and Irving, Texas and named with words that are not proper names and are so futuristic that they sound like Star Wars planets: Epsilon, Acxiom, SapientNitro, Accenture, Experian. These companies (and, often, these words) did not exist in the Don Draper-era 1960s. They are agencies that specialize in digital advertising. The hacker Elliot Alderson from Mr. Robot-or rather an ad-friendly version of him-would be more likely to work for these firms than Don Draper. This seemingly minor change (to outsiders) is indicative of a major rupture going on in the ad industry that fundamentally influences how they conduct their business and what advertising and advertising-supported media means for our culture.</p><div class="ds-work-card--button-container"><button class="ds2-5-button js-swp-download-button" data-signup-modal="{"location":"continue-reading-button--work-card","attachmentId":59891110,"attachmentType":"pdf","workUrl":"https://www.academia.edu/39716865/The_Impact_of_Digital_Media_on_Advertising_Five_Cultural_Dilemmas"}">See full PDF</button><button class="ds2-5-button ds2-5-button--secondary js-swp-download-button" data-signup-modal="{"location":"download-pdf-button--work-card","attachmentId":59891110,"attachmentType":"pdf","workUrl":"https://www.academia.edu/39716865/The_Impact_of_Digital_Media_on_Advertising_Five_Cultural_Dilemmas"}"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span>Download PDF</button></div><div class="ds-signup-banner-trigger-container"><div class="ds-signup-banner-trigger ds-signup-banner-trigger-control"></div></div><div class="ds-signup-banner ds-signup-banner-control"><div id="ds-signup-banner-close-button"><button class="ds2-5-button ds2-5-button--secondary ds2-5-button--inverse"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">close</span></button></div><div class="ds-signup-banner-ctas"><img src="//a.academia-assets.com/images/academia-logo-capital-white.svg" /><h4 class="ds2-5-heading-serif-sm">Sign up for access to the world's latest research</h4><button class="ds2-5-button ds2-5-button--inverse ds2-5-button--full-width js-swp-download-button" data-signup-modal="{"location":"signup-banner"}">Sign up for free<span class="material-symbols-outlined" style="font-size: 20px" translate="no">arrow_forward</span></button></div><div class="ds-signup-banner-divider"></div><div class="ds-signup-banner-reasons"><div class="ds-signup-banner-reasons-item"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">check</span><span>Get notified about relevant papers</span></div><div class="ds-signup-banner-reasons-item"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">check</span><span>Save papers to use in your research</span></div><div class="ds-signup-banner-reasons-item"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">check</span><span>Join the discussion with peers</span></div><div class="ds-signup-banner-reasons-item"><span class="material-symbols-outlined" style="font-size: 24px" translate="no">check</span><span>Track your impact</span></div></div></div><script>(() => { // Set up signup banner show/hide behavior: // 1. 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Even in the social criticism that advertising attracts, it stands as a kind of metonym for consumer culture as a whole.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"The advertising industry and contemporary cultural consumption","attachmentId":38415110,"attachmentType":"docx","work_url":"https://www.academia.edu/14750816/The_advertising_industry_and_contemporary_cultural_consumption","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/14750816/The_advertising_industry_and_contemporary_cultural_consumption"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="6" data-entity-id="96330507" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/96330507/Todays_Advertising_Laws_Will_They_Survive_the_Digital_Revolution">Today's Advertising Laws: Will They Survive the Digital Revolution?</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="65571823" href="https://independent.academia.edu/ByronSharp">Byron Sharp</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Journal of Advertising Research, 2009</p><p class="ds-related-work--abstract ds2-5-body-sm">Even advertising has scientific laws, empirical patterns that generalize across a wide range of known conditions. These empirical generalizations provide us with benchmarks, predictions, and valuable insights into how the digital revolution may affect advertising. More than ever we need systematic research to understand the generalizability of our research findings.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Today's Advertising Laws: Will They Survive the Digital Revolution?","attachmentId":98258501,"attachmentType":"pdf","work_url":"https://www.academia.edu/96330507/Todays_Advertising_Laws_Will_They_Survive_the_Digital_Revolution","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/96330507/Todays_Advertising_Laws_Will_They_Survive_the_Digital_Revolution"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="7" data-entity-id="31818387" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/31818387/Enhancing_Advertising_Strategies_Based_on_Digital_Culture">Enhancing Advertising Strategies Based on Digital Culture</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="61352414" href="https://independent.academia.edu/YuniRetnowati5">Yuni Retnowati</a></div><p class="ds-related-work--abstract ds2-5-body-sm">Yuni Retnowati, Advertising, AKINDO Periklanan menggunakan media digital memerlukan strategi yang berbeda dengan periklanan di media konvensional. Sifat media dan karakter audience Perkembangan media digital mempengaruhi strategi komunikasi karena karakter media dan target audience berbeda dengan media konvensional. Today digital trends are increasingly interloping with the world of culture and arts, involving different aspects of convergence of cultures, media and information technologies, and influencing new forms of communication. advertising as a communication process, along with the behavioral outcome of communication Advertising as one of promoti These condition have changed advertising around the world. The creative and communication processes used by the majority of advertising agencies no longer satisfy the needs of brands that now engage in a two way dialogue in the global market, particularly in the e marketing aren https://books.google.co.id/books? id=mOEcBQAAQBAJ&pg=PA240&lpg=PA240&dq=Advertising+strategies+in+the+digital+c ulture.pdf&source=bl&ots=6ikEDv87zT&sig=wUpbqI0-iZJmrD644uDTQWI4AkU&hl=id&sa=X&ved=0CFsQ6AEwCDgUahUKEwj2i8LJzsjIAhWOjo4KHV arAl0#v=onepage&q=Advertising%20strategies%20in%20the%20digital %20culture.pdf&f=false Digital Advertising culture today should be understood as an open and dynamic process that is based on interactive communication Advertising Communication Models John R. Rossiter, N.S.W. Institute of Technology Larry Percy, HEM/CREAMER, Inc.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Enhancing Advertising Strategies Based on Digital Culture","attachmentId":52114117,"attachmentType":"docx","work_url":"https://www.academia.edu/31818387/Enhancing_Advertising_Strategies_Based_on_Digital_Culture","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/31818387/Enhancing_Advertising_Strategies_Based_on_Digital_Culture"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="8" data-entity-id="21183795" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/21183795/Will_Changing_Media_Change_the_World_An_Exploratory_Investigation_of_the_Impact_of_Digital_Advertising_on_Opportunities_for_Creative_Women">Will Changing Media Change the World? An Exploratory Investigation of the Impact of Digital Advertising on Opportunities for Creative Women</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="13122333" href="https://lsu.academia.edu/KaseyWindels">Kasey Windels</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Journal of Interactive Advertising, 2011</p><p class="ds-related-work--abstract ds2-5-body-sm">Digital media has profoundly affected the advertising industry as new channels supplant traditional media and Internet advertising moves beyond rudimentary display ads to the likes of viral video and social networking. Despite research into new creative products, few studies have investigated potential changes in creative work processes as new players nudge out traditional agencies and traditional agencies struggle to reinvent themselves. This study explores how digital media might affect the creative careers of women, who were constrained by the organizational structure dominant in the twentieth century. The findings, from interviews with 27 advertising and marketing communication practitioners, suggest that digital agencies develop their work differently than traditional advertising agencies and that the nature of digital work requires more diverse and specialized project teams. This shift has increased collaboration among creative personnel and led to a more positive workplace experience for women.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Will Changing Media Change the World? An Exploratory Investigation of the Impact of Digital Advertising on Opportunities for Creative Women","attachmentId":41752054,"attachmentType":"pdf","work_url":"https://www.academia.edu/21183795/Will_Changing_Media_Change_the_World_An_Exploratory_Investigation_of_the_Impact_of_Digital_Advertising_on_Opportunities_for_Creative_Women","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/21183795/Will_Changing_Media_Change_the_World_An_Exploratory_Investigation_of_the_Impact_of_Digital_Advertising_on_Opportunities_for_Creative_Women"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="9" data-entity-id="21158021" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/21158021/Advertising_structure_agency_or_agencement">Advertising: structure, agency or agencement?</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="27716276" href="https://edinburgh.academia.edu/LizMcFall">Liz McFall</a></div><p class="ds-related-work--metadata ds2-5-body-xs">2010</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Advertising: structure, agency or agencement?","attachmentId":44168888,"attachmentType":"doc","work_url":"https://www.academia.edu/21158021/Advertising_structure_agency_or_agencement","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/21158021/Advertising_structure_agency_or_agencement"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div></div></div><div class="ds-sticky-ctas--wrapper js-loswp-sticky-ctas hidden"><div class="ds-sticky-ctas--grid-container"><div class="ds-sticky-ctas--container"><button class="ds2-5-button js-swp-download-button" data-signup-modal="{"location":"continue-reading-button--sticky-ctas","attachmentId":59891110,"attachmentType":"pdf","workUrl":null}">See full PDF</button><button class="ds2-5-button ds2-5-button--secondary js-swp-download-button" data-signup-modal="{"location":"download-pdf-button--sticky-ctas","attachmentId":59891110,"attachmentType":"pdf","workUrl":null}"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span>Download PDF</button></div></div></div><div class="ds-below-fold--grid-container"><div class="ds-work--container js-loswp-embedded-document"><div class="attachment_preview" data-attachment="Attachment_59891110" style="display: none"><div class="js-scribd-document-container"><div class="scribd--document-loading js-scribd-document-loader" style="display: block;"><img alt="Loading..." src="//a.academia-assets.com/images/loaders/paper-load.gif" /><p>Loading Preview</p></div></div><div style="text-align: center;"><div class="scribd--no-preview-alert js-preview-unavailable"><p>Sorry, preview is currently unavailable. 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