Up until now, we have made a rather strict distinction between programming and advertising. In the historical development of the commercial media system, however, the boundaries between the two were very often blurred. The function of programming is much more than merely capturing the watching activity of a specific demographic group of the market. Programming also has to provide the right environment for the advertising that will be inserted within it. Advertisers seek compatible programming vehicles that stress the lifestyles of consumption. [...] At a more explicit level, advertisers sought to have their products placed within the program itself. In all of these ways, we can see a blurring between the message content of the commercials and the message content of the programming.