Many theorists argue that we are part of a post modern age, shown across all of our cultural activity including fashion, the media and architecture.
The 'modern' period lasted 50-60 years. The texts produced in this time were defined as part of 'high culture' and were aimed at small and mainly middle-class audiences, which included academics and critics, and so these texts had effect on other artists.
This was in contrast to more 'popular' works of the time.
'Popular' can be defined as:
-well liked by many people
-inferior kinds of work
-work deliberately setting out to win favour with the people
-culture actually made by the people themselves. (Williams 1983)
Modernists saw themselves as part of the avant-garde, developing new media forms, much modernist work is still difficult for contemporary audiences, aspects of modernist style has been slowly absorbed into the mainstream of media production.
Postmodernism is not considered a movement as such, instead it is said to be a condition in which creatives feel free to take inspiration from earlier movements to mix and match.
Postmodernism's effect on culture is said to have made our reality dominated by popular culture. So that now, art and popular culture does not reflect reality as it is so full of advertising, film, video games and TV.
"Advertising no longer tries seriously to convince us of it's products real quality but, for example, just show us an amazing special effects whiz" (Branston and Stafford 1996 pg 180)
Because of this, distinction between 'high art/culture' and popular culture have gone or become blurred. For instance, with Andy Warhol's multi prints of Leonardo's Mona Lisa.
There is a feeling that there are no longer distinctions between the 'high' and the 'popular'.
Branston and Stafford (1996) The Media Student's Book, Routledge International Thomson Publishing Company
Williamson, R (1983) Keywords, Fontana Publishing
Tuesday, 8 February 2011
Sunday, 6 February 2011
International Journal of Advertising- Differences in brain information processing between print and computer screens
This was a very science-y article. But I think I get it.
This study aimed to find whether reading differs between print materials and the same information delivered via a computer screen.
'When the internet is used, many people print out lengthy or difficult reading materials presented on a computer screen so that they 'can read it' or so that they 'can understand it' (Geske & Bellur, 2008 pg 399).
The brain adapts to new technologies. One factor to consider that differs between print and digital is luminance. Eyes and sight develop using mostly ambient light or reflected light (that which humans use for everyday looking), not direct or radiant light.
In the last century, a lot more sources of direct light have come into our everyday lives; such as computers and televisions. The eyes and brain react different to these light sources and so the differences in the brain can be measured through brain patterns and neurological responses.
The article also explains the difference between bottom-up and top-down attention mechanisms in the process of visual attention.
Bottom-up is when visual attention is caught by a stimuli that stands out to the person- it is triggered by 'raw sensory data' (Geske & Bellur, 2008 pg 404)
Top-down is when visual attention happens voluntarily, so to objects that have importance to the person.
In this case, advertising would have to work with the bottom-up mechanism, grabbing attention.
The results of the study showed that EEG scans (Electroencephalography scans on the brain) can detect a difference in the brain processing between print and digital medias. But as new media technologies are introduced, more research needs to be done into the differences in brain processing with those.
None of this is directly related to my essay topic, however it could be argued that as people spend more and more time on their computers and not reading print. that the things that are top-down stimuli (so they pay attention to because it holds importance to them, or has help importance to them before) will be digitally based. Print and long copy advertising will have to work even harder to catch their attention as part of the bottom-up process.
Geske & Bellur, 2008 Differences in brain information processing between print and computer screens: bottom-up and top-down attention factors. International Journal of Advertising 27(3) pg 299-423.
This study aimed to find whether reading differs between print materials and the same information delivered via a computer screen.
'When the internet is used, many people print out lengthy or difficult reading materials presented on a computer screen so that they 'can read it' or so that they 'can understand it' (Geske & Bellur, 2008 pg 399).
The brain adapts to new technologies. One factor to consider that differs between print and digital is luminance. Eyes and sight develop using mostly ambient light or reflected light (that which humans use for everyday looking), not direct or radiant light.
In the last century, a lot more sources of direct light have come into our everyday lives; such as computers and televisions. The eyes and brain react different to these light sources and so the differences in the brain can be measured through brain patterns and neurological responses.
The article also explains the difference between bottom-up and top-down attention mechanisms in the process of visual attention.
Bottom-up is when visual attention is caught by a stimuli that stands out to the person- it is triggered by 'raw sensory data' (Geske & Bellur, 2008 pg 404)
Top-down is when visual attention happens voluntarily, so to objects that have importance to the person.
In this case, advertising would have to work with the bottom-up mechanism, grabbing attention.
The results of the study showed that EEG scans (Electroencephalography scans on the brain) can detect a difference in the brain processing between print and digital medias. But as new media technologies are introduced, more research needs to be done into the differences in brain processing with those.
None of this is directly related to my essay topic, however it could be argued that as people spend more and more time on their computers and not reading print. that the things that are top-down stimuli (so they pay attention to because it holds importance to them, or has help importance to them before) will be digitally based. Print and long copy advertising will have to work even harder to catch their attention as part of the bottom-up process.
Geske & Bellur, 2008 Differences in brain information processing between print and computer screens: bottom-up and top-down attention factors. International Journal of Advertising 27(3) pg 299-423.
Journal of Advertising Research 'Emotional Engagement: How Television Builds Brands at Low Attention
This article gives a definition for 'attention'
"The taking possession by the mind, in clear and vidid form, of one out of what seem several simultaneously possible objects or trains of thought"
It suggests that attention is not a 'Directional on-off process going from attentive straight to inattentive' (Heath, 2009 pg 62) but instead works more like the conscious and the semi-conscious, so attention happens as different levels.
Our level of attention is linked to the depth of cognitive process that is taking place, or the amount of conscious thinking directed at an advert at a particular moment. Between attention and engagement a link can be made between the effectiveness of an advert and the successful transmission of the message intended.
Attention is related to engagement with the following definitions
1. activation
2. connection
3. receptivity
4. internalising
5. involvement
6. interaction
7. buzz
The conclusion of the article is,
"There is no question that most marketers would like their advertising to do both of these things, ie get attention and engage feelings. That is possible only if the advertising has a genuinely new and interesting message supported by strong creative values that provided emotional support for the brand. But, reality rarely provides such opportunities" (Heath, 2009 pg 70)
The article concludes in reference to the effectiveness of television advertising. However, with the development of digital medias (such as viral and online campaigns) I believe that the ability to put across a new and interesting message is improved through use of new media.
By using new media and communicating in a range of ways that is innovative and creative should improve attention and engagement.
Heath, 2009 'Emotional Engagement: How Television Builds Brands at Low Attention', Journal of Advertising Research March pg 62- 71.
Heath, 2009 'Emotional Engagement: How Television Builds Brands at Low Attention', Journal of Advertising Research March pg 62- 71.
Journal of Advertising Research 'Does the internet dig too deep?'
This study was more focused on people's attitudes towards privacy matters and personal security over the internet. However, there were some interesting points raised that can be related to my topic.
"There has been a paradigm shift from perceiving privacy as an individual right and a move toward identifying 'fair-information practices' intended to prevent privacy threats. This is a hallmark of privacy concerns in the digital age of computers, internet access, mass storage and movement of personal information" (Curry, 1997)
The findings were as follows,
64.9% said they were 'very' or 'somewhat' worried about their personal privacy. Respondents aged 25-49 years old were slightly more worried than those 18-34 and those ages 50 and older.
When asked about the statement, 'Some companies know more about me than I want them to know' more than 80% 'strongly' agreed or 'somewhat' agreed with the statement. Adults aged 18-24 years (34.2%) were less likely to agree 'strongly' with the statement than respondents aged 25 and older (40.9%).
The study, however, was limited to those with internet access at home and because of this, the attitudes and opinions of those without internet access were not included.
For my research, this just gives a bit more insight into people's attitudes about the internet, something which I am suggesting as a contribution to our accelerated daily lives. In terms of advertising, it could go to say that people are suspicious of online campaigns, if they ask for any personal information input. It also goes along the lines of the panopticon, where if people are concerned about being monitored whilst spending time online, they might not want to be monitored when sharing information such as viral advertising videos or monitoring of popularity of different campaigns.
Curry (1997) The Digital Individual and the Private Realm. Annals of the Association of American Georgraphers, 87(4) pg 681-99.
Kachhi & Link (2009) Does the Internet Dig Too Deep? Journal of Advertising Research (March) pg 74- 81.
"There has been a paradigm shift from perceiving privacy as an individual right and a move toward identifying 'fair-information practices' intended to prevent privacy threats. This is a hallmark of privacy concerns in the digital age of computers, internet access, mass storage and movement of personal information" (Curry, 1997)
The findings were as follows,
64.9% said they were 'very' or 'somewhat' worried about their personal privacy. Respondents aged 25-49 years old were slightly more worried than those 18-34 and those ages 50 and older.
When asked about the statement, 'Some companies know more about me than I want them to know' more than 80% 'strongly' agreed or 'somewhat' agreed with the statement. Adults aged 18-24 years (34.2%) were less likely to agree 'strongly' with the statement than respondents aged 25 and older (40.9%).
The study, however, was limited to those with internet access at home and because of this, the attitudes and opinions of those without internet access were not included.
For my research, this just gives a bit more insight into people's attitudes about the internet, something which I am suggesting as a contribution to our accelerated daily lives. In terms of advertising, it could go to say that people are suspicious of online campaigns, if they ask for any personal information input. It also goes along the lines of the panopticon, where if people are concerned about being monitored whilst spending time online, they might not want to be monitored when sharing information such as viral advertising videos or monitoring of popularity of different campaigns.
Curry (1997) The Digital Individual and the Private Realm. Annals of the Association of American Georgraphers, 87(4) pg 681-99.
Kachhi & Link (2009) Does the Internet Dig Too Deep? Journal of Advertising Research (March) pg 74- 81.
International Journal of Advertising- Creative Determinants of viral video viewing
Although this article was focused on the design of viral advertising, and exploring hypotheses that questioned what makes a viral video work successful, there were some interesting points raised in relation to my essay topic.
Facts and figures about online media/advertising:
"Online video viewing is now commonplace. Data from comScore's Video Metrix service showed that US internet users watched more than 25 billion online videos in August 2009 (comScore 2009). YouTube was comfortably the largest individual site, accounting for more than 10 billion views, while Microsoft sites were a distant second with 547 million. As consumers have spent increasing amounts of time consuming online video, advertisers have sought ways to engage this audience with their branded videos" (Southgate, Westoby and Page, 2010, pg 349)
A definition of viral video:
"Porter and Golan (2006) suggested the following definition [...] 'Viral advertising is unpaid peer-to-peer communication of [provocative] content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others'" (Southgate, Westoby and Page, 2010, pg 350).
Comments:
"On TV, ads needed to platform in an enfored exposure environment. Is a different type of ad required in this new world?" (Southgate, Westoby and Page, 2010, pg 350)
"A well branded video is easier for consumers to find online" (Southgate, Westoby and Page, 2010, pg 360)
"Viral videos can be placed online in ways that make them easier to forward- perhaps by placement on a branded page on YouTube or a dedicated campaign microsite" (Southgate, Westoby and Page, 2010, pg 362)
"The propogation rate (the rate to which people are willing to pass an ad on to others) and the scale of initial seeding determine the size of the viral audience [...] most specifically the likelihood to forward 'buzz'" (Southgate, Westoby and Page, 2010, pg 361)
So, what this information means in terms of my research is that the internet is a powerful tool for passing on information, and the enjoyment of information. Platforms such as YouTube and specifically designed website for campaigns are easy for consumers to access and provide quick, effortless ways of consuming and sending on information. There is no denying the effectiveness of an online campaign, and the suitability of viral videos in modern day advertising, however it does leave no space for long copy ads in this media as the content has to be delivered at a faster rate.
Southgate, Westoby and Page (2010) Creative Determinants of viral video viewing. International Journal of Advertising, 29(3) pg 349-368.
Facts and figures about online media/advertising:
"Online video viewing is now commonplace. Data from comScore's Video Metrix service showed that US internet users watched more than 25 billion online videos in August 2009 (comScore 2009). YouTube was comfortably the largest individual site, accounting for more than 10 billion views, while Microsoft sites were a distant second with 547 million. As consumers have spent increasing amounts of time consuming online video, advertisers have sought ways to engage this audience with their branded videos" (Southgate, Westoby and Page, 2010, pg 349)
A definition of viral video:
"Porter and Golan (2006) suggested the following definition [...] 'Viral advertising is unpaid peer-to-peer communication of [provocative] content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others'" (Southgate, Westoby and Page, 2010, pg 350).
Comments:
"On TV, ads needed to platform in an enfored exposure environment. Is a different type of ad required in this new world?" (Southgate, Westoby and Page, 2010, pg 350)
"A well branded video is easier for consumers to find online" (Southgate, Westoby and Page, 2010, pg 360)
"Viral videos can be placed online in ways that make them easier to forward- perhaps by placement on a branded page on YouTube or a dedicated campaign microsite" (Southgate, Westoby and Page, 2010, pg 362)
"The propogation rate (the rate to which people are willing to pass an ad on to others) and the scale of initial seeding determine the size of the viral audience [...] most specifically the likelihood to forward 'buzz'" (Southgate, Westoby and Page, 2010, pg 361)
So, what this information means in terms of my research is that the internet is a powerful tool for passing on information, and the enjoyment of information. Platforms such as YouTube and specifically designed website for campaigns are easy for consumers to access and provide quick, effortless ways of consuming and sending on information. There is no denying the effectiveness of an online campaign, and the suitability of viral videos in modern day advertising, however it does leave no space for long copy ads in this media as the content has to be delivered at a faster rate.
Southgate, Westoby and Page (2010) Creative Determinants of viral video viewing. International Journal of Advertising, 29(3) pg 349-368.
Saturday, 29 January 2011
Some really interesting points made by the BBC in the article 'Davos 2011: We're all hyper-connected, now what?'
For starters, forget about PCs. For every desktop computer, there are 10 mobile devices. Around the world, mobile phones outnumber toothbrushes two-to-one.
"Hyper-connectivity will change every business model and supply chain; it's at an inflection point this year... and the uptake of connectivity is accelerating ever more," says the boss of one of the companies powering the internet.
It also works at home. Connectivity is making us more powerful shoppers. We can watch the films that we want, when we want them. It connects us better to our networks of friends.
"When the railroads were built, there were people who argued that humans would suffer brain damage from seeing the landscape rush by so fast, and I ask myself, am I one of them."
Information overflow, the "abundant distractions of the internet" can change our cognitive abilities. It may be a generational thing, though.
Read the whole article here
Long Copy competition across LDN in association with Campaign's 'The Art of Long Copy' supplement.
Check the website here
"There are those who would have it that the days of long copy advertising are long gone but contrary to this bizarrely popular myth, the art of long copy is still alive and well in London. London offers advertisers one of the largest and most influential markets in the world. The right words carry a lot of weight here and to quote Craig Huey “Long copy works…the more you tell, the more you sell”. The beauty of Underground Cross Track is that it provides the ultimate setting for long copy to be read, engaged with and absorbed due to the extended dwell time consumers enjoy as they wait on the platform.
"There are those who would have it that the days of long copy advertising are long gone but contrary to this bizarrely popular myth, the art of long copy is still alive and well in London. London offers advertisers one of the largest and most influential markets in the world. The right words carry a lot of weight here and to quote Craig Huey “Long copy works…the more you tell, the more you sell”. The beauty of Underground Cross Track is that it provides the ultimate setting for long copy to be read, engaged with and absorbed due to the extended dwell time consumers enjoy as they wait on the platform.
With this in mind, the challenge for creative teams was to design a Cross Track 48 Sheet for one of their clients. The design had to utilise long copy and communicate a message tailored to Londoners. The winning team will receive a 48 Sheet poster campaign worth £125,000, plus £2,000 worth of London shopping vouchers for the people behind the design."
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