Discussion
The facts are clear that open, visually rhetorical advertising definitely has a place in the online environment. It is important to account for the fact that consumers will process these advertisements in a specific way, leading either to information finding success and increased brand liking or failure in their information search and ultimate annoyance with the product. The literature presented in the previous sections lays out a path for the processing of open advertisements, by consumers, in the online environment. In this regard, when developing a schema by which online consumers will process open online advertising, factors such as need for cognition, level of experience, and type of motivation must be considered. The point at which consumers are exposed to open online advertising will be moderated by the level of experiential flow being achieved at that moment, within the consumer. The application of replication research in the online area will seek to prove whether the success of open advertising in print media will translate to the digital world.