If the medium is the message, then what about the format through which the medium delivers its message? How much does reading a book on a e-reader versus reading it as a paper object affect your perception of it? This is, of course, the subject of current debate, but I doubt anyone has been thinking about fast food drink cups as a vector for information.
Last year artist Kevin Nowlan was hired by an advertising agency to create comics for the Krystal hamburger chain. Each comic contains a testimonial from a real-life Krystal customer talking about the first time they ever tried Krystal. The agency even gave Nowlan photos of each customer so he could create a convincing likeness. It’s interesting to note how the cup format influenced the design of the comics themselves, which had to be drawn as three separate pages so customers could read them by turning the cup from left to right.
(via The Ephemerist)