The rabbit ear antenna had those two long poles for the VHF frequencies since those frequencies have pretty long wavelengths. The new flat antennas like mohu leaf and winegard don't have long wires in them. However they work extremely well based on personal experience.
I believe they are using fractal antenna design which I don't really understand, but how does the fractal design get around wavelength problem?

(source: hdtvexpert.com)