Print ads rely on reader control, making them less resented than broadcast ads.

Evidence

Print advertising has always been less unpopular than television or radio; for it is more under the control of the reader who can avert the eyes. It can also be beautiful. Some of it became much harder to ignore during the 1980s, like a Calvin Klein campaign starring a fifteen-year-old Brooke Shields, or another picturing two men and a woman sleeping in their (Calvin Klein) underwear after a threesome. And on television, viewers (other than parents) might be less disposed to zap Shields posing provocatively in her Calvin Klein jeans and intoning, “You want to know what comes between me and my Calvins? Nothing.” — Tim Wu, The Attention Merchants, 632

Categorization

• XREF: Connects to the reader’s existing knowledge of how the medium shapes attention dynamics, paralleling soundscape distinctions between signal and keynotes.