21st Century - OUCA401

21^st Century

Links

-19c lecture focus:

-Impact of technological progress of colour printing the start of creative advertising.

-Relationship of advertising & print

New media

‘media that work not through persuasion or impressions but through engagement and involvement. If we stick with the old [Mass Media] model, we squander all the possibilities of the new media ecosystem’ -Sutherland, 2009

Old and new communication models

-Old: transmission

-Transmit ideas to an audience

-New: cybernetic

-Engage with an audience

-Via computer (mediated communication)

New media model

-Shift from Mass to My media

-More targeted (mobile)

-Audience involvement:

·  voluntarily passing viewing ads (virals)

·  creating  spoofs or filming events

-More personalised

Viral; unpaid advertising

-One distinction between old & new media

-Voluntary viewings (video viewings online)

-Forced viewings (TV or Print)

Communication buzz

-Pre –testing propagation

-Indicate (surveys) likelihood to pass on or recommend.

-Dependent on seeding, scale of placement

-Findings by Southgate, et al, 2010

Viewer generated content

-E.g. Coke-Mentos (coke and mentos experiment)

-Viewer-generated advertising worth US$10 million to Mentos ‘more than half its annual advertising budget’ (Spurgeon, 2008, p1)

-New media threatens the top-down communication model

-Audiences are actively managing media culture

Audiences judge creativity

-November 2010

-Departure from conventional advertising awards

-YouTube Ad of the Year chosen by viewers

-Panel of judges shortlist the most creative and innovative ads

-Embrace Life (winner)

The third screen

-Mobile phones will soon become the greatest tool for persuasion, more so than any other medium for advertising. (Fogg, 2003)

The kairos factor

-The principle of presenting the desired message at the opportune moment.

-Location

-Routine

-Goals

-Tasks

Future

-E.g. Nike

-Give people tools

-Nike plus – how run record

-Nike grid – training aid into ‘game’

-London transformed game-board

-Postcodes runs recorded & compared against others
-Overlay of experiences