'Creative Advertising & New Media' Lecture Notes
Janine Sykes
Impact of New Media on Communication & Creativity
"Media that works not through persuasion or impressions but through involvement with new audiences- Need from a break from the mass media model"
- New Media Definition by Rory Sutherland (2008)High Feeling Strategy
- example. Halo Reach Game Adverts by AgencyTwoFifteen and AKQA (2010)
- Loss, Hope & Remembrance
- Audience involved emotionally, creatively and part of the ads- dots of light represents a person involved
Old Media: Transmission- Transmit ideas to an audience
New Media: Cybermetric- Engage with an audience via computer (Mediated Communication (CMC))
"new media based on... (ITC) such as the internet and cell phones, invite us to think in exciting new ways about advertising, as an industry and... communication process"
- Spurgeon, (2009)Illustration of Cybermetric
- Kaiser Chief's bespoke album "The Future is Medival"- Creation experience
- Allows audience to create their own album covers, choose their own songs and produce collateral, creating their own website & every copy of their album version sold would earn them £1
- Facilitating the Target Audience
- Emotionally targeting the audience
Shift from Mass to My Media
- More targeted for audience involvement
(a) voluntarily passing on viral ads (virals)- part of the distribution process
(b) creating spoofs or filming events
- More personalised
Viral Adverts
- 'Unpaid Peer-to-Peer communication' using the internet
- Voluntary viewing (video viewing online) instead of Forced Viewing (TV or Cinema)
- Become part of the conversation or way to communicate
- From talk about to talk with
eg. "Three Little Pigs (992) Advert for The Guardian
- Celebration of New Media Itself
- Idea of transforming The Guardian brand from a newspaper to a global news hub
- "modern news is dynamic, participative with open dialogue"
- Poster prints with articles to illustrate the ideals of the campaigns
eg. 'Invisible Children' campaign for the "Joseph Kony- Bring Him Down"
"the most successful manipulation of our new media ecosystem to date"
- Naughton (2012)The Internet is the biggest idea since the wheel as it enables lots of ideas to circulate
Viewer- Generated Content
- Threatens to top-down the communications model
- Audience actively managing media culture
- Takes away from the control of the Brands
Creating a dialogue with the audience
- Targeting the audience via what they watch, listen to, search for, ect.
Agencies can innovate
- Oasis "Dig Out Your Soul" Album advertising campaign with Buskers
- Created a Global buzz
The Third Screen
- 10 years ago, there was a prediction that the mobile would be the greatest tool of persuasion
- The Kairos Factor
- The principle of presenting the desired message at the opportune moment
- Location, Routine, Goals & Tasks
- Personalised advertisement
Impact of New Media
- Digital creatives become a third role in the design agency
- New Media has become a third layer communication
- "Putting Brands in People's Hands" - Brothers & Sister's Design Agency philosophy
- Media has a different role in the narrative
- Traditional announcements
Conclusion
- Pre-New Media- Announcement
- Middle Layer- Experiencial new media
- Sample product in a virtual way
- Product
New Model of Creativity
- Larger Team
- Collaborative Creativity
- ebrainstorming- Collaborative online creativity
eg. "Giant Hydra" Creative Agency
- Research shows that design process is enriched by online conversation rather than just relying on visuals
Facebook's Reach
- Advertising Platform Relaunch
- Contact and Ads are the same
- Social Brands using Timeline feature
"We are in a Golden Age of Creativity- Embrace It"
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