Historical Overview of Advertising Promise
The contribution is intended to provide a detailed disclosure of certain well-known and especially lesser-known periods in the history of advertising. Thus, we can offer a comprehensive insight into this interesting social phenomenon. The focus of the paper is the ever-changing concept of advertising promise that represents a basic foundation of any advertising strategy. We researched 10 eras of advertising promises that appeared in the known history. The first two eras deal with the advertising history of preindustrial society. The next six eras cover the best-researched part of modern advertising. The last two eras represent contemporary trends and directions for a possible future change in advertising promise development. It is hoped that this article has proposed a new contribution to the literature in this otherwise less-researched field of advertising theory. The main findings of this author's research can be characterized firstly as the establishment of a notion that advertising is not the exclusive product of capitalism and industrial society and secondly, that advertising has faced a constant crisis throughout history. In order to survive and to be effective, it has to demonstrate its permanent and inherent creativity. The article concludes with the dilemma of whether advertising has completed its full circle or whether there is a whole new world of opportunities ahead. 
 
 
Keywords: 
 
history; 
eras; 
advertising; 
promise; 
creativity
A theory of postmodern advertising
This paper challenges the ‘manipulation’ thesis of advertising which was prevalent in the early post-war years. Despite the concerted beginnings of a leisure ethos in the 1950s, advertising was still regarded, in the puritan tradition, as immoral. Advertising, as ‘appearance’, was opposed to ‘truth’ and ‘utility’. It was not until the social liberation movements of the 1960s that this dialectical view of society receded, and the principle of affluence that took hold in the 1950s was brought to its logical conclusion. Society was no longer seen to be forged out of the struggle between self-restraint and irrational excess, but driven by irrepressible want. In the postmodern situation, advertising, as rhetoric, is no longer regarded as subordinate to production. Instead, it is a mirror to consumer society—to the constant turnover of superfluous cultural commodities or fads. Postmodern consumers are not simply manipulated by ads; they respond to them on a mediated, ‘knowing’ level. As such, they react best to ads that are irreverent and self-referential.
Ultrathin Wafer Pre-Assembly and Assembly Process Technologies: A Review
Ultrathin silicon wafer technology is reviewed in terms of the semiconductor applications, critical challenges, and wafer pre-assembly and assembly process technologies and their underlying mechanisms. Mechanical backgrinding has been the standard process for wafer thinning in the semiconductor industry owing to its low cost and productivity. As the thickness requirement of wafers is reduced to below 100 μm, many challenges are being faced due to wafer/die bow, mechanical strength, wafer handling, total thickness variation (TTV), dicing, and packaging assembly. Various ultrathin wafer processing and assembly technologies have been developed to address these challenges. These include wafer carrier systems to handle ultrathin wafers; backgrinding subsurface damage and surface roughness reduction, and post-grinding treatment to increase wafer/die strength; improved wafer carrier flatness and backgrinding auto-TTV control to improve TTV; wafer dicing technologies to reduce die sidewall damage to increase die strength; and assembly methods for die pick-up, die transfer, die attachment, and wire bonding. Where applicable, current process issues and limitations, and future work needed are highlighted.