It is not too bold a statement to claim that advertising is designed to interrupt our vision and assert itself into our conscious and subconscious minds. If it didn’t, corporations would not devote huge budgets to it. But recently I have observed a growth online of adverts that actually disrupt host content, in what can only be described as visual bullying. This is no more obvious than on newspaper websites that remain free from subscription.
Looking at the instances of this dominating behaviour there is a clear hierarchy of worst offenders, with banner adverts being the most benign but none-the-less annoying for the reader. Many people will be familiar with websites jumping up and down while a browser decides what advert is going to be placed in the header. This appears worse on tablets as responsive websites rearrange themselves to suit a specific device. Add to this a slow internet connection, and such visual gymnastics can make a reader abandon before everything has settled down.