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"I wrote many novels which contained the element of the projected collective unconscious, which made them simply incomprehensible to anyone who read them, because they required the reader to accept my premise that each of us lives in a unique world."
- Philip K. Dick

Ghostsmoke  
  An advertisement projected onto a fine mist.  

Lilo and Vaffa moved through a maze of floating advertisements of ghostsmoke and holomist that followed the prospective customer and played breath-catching tricks with perspective, all the time broadcasting direct to the inner ear, thus evading the noise-pollution laws.

They managed to whirl out of the mainstream into a green eddy of parkland.

From The Ophiuchi Hotline, by John Varley.
Published by Quantum Science Fiction in 1977
Additional resources -

Here's a real-life example that is quite similar. The AquaScript information waterfall uses bitmap-rendered water streams to show both text and images in an engaging display.


(AquaScript AquaDisplay video)

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Additional resources:
  More Ideas and Technology from The Ophiuchi Hotline
  More Ideas and Technology by John Varley
  Tech news articles related to The Ophiuchi Hotline
  Tech news articles related to works by John Varley

Ghostsmoke-related news articles:
  - Leia Display System - Our Only Hope?

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