The document discusses the evolution and future of advertising. It notes that in the 1950s, demand outpaced supply, but by the 1970s demand and supply balanced as consumers had choices between 2-3 brands. In the 1980s and 1990s, consumers became less loyal and wanted new options, saturating the market. Now in the 2010s, most people ignore advertisements. The future of advertising involves creating engaging content that users want to voluntarily share on social media, making it go viral. Marketers will focus on community management and unconventional marketing tactics to spread their message through word-of-mouth and user-generated content.