Ephemeral can also be used as an adjective to refer to a fast-deteriorating importance or temporary nature of an object to a person. Brands are notoriously ephemeral assets, and magazine publishing was once much more ephemeral than it is today, as was television programming. A film made by a particular sponsor for a specific purpose other than as a work of art may be called an ephemeral film, because the film itself can continue to exist after the social or commercial context for its creation has disappeared.[citation needed]