Discuss Technology (Unit 24: P2,M1)
Learning outcome 1(unit 24): Understand the products that are produced within and across media industries.
(P2 U24) Explain the use of convergence and then explain the use of converging technologies within an identified sector
Advertising has changed in many ways to become more modern in society to therefore reach out to new demographics. For example the use of social media to advertise products has gained in popularity due to the fact more and more people use social media every day and it becomes part of the daily routine and therefore people will see advertisement and potentially buy the items.
(M1 U24) Discuss how the industry has utilised developments in technologies
Converging technologies have had a big impact on how the advertising industry operates. For example, in the production stage, cameras have become a lot smaller and more portable. They are therefore easier to transport, meaning that location shooting is more straightforward. In addition to this, SD cards and other forms of storage mean that more footage can be captured at any one time, because there is no longer any need for large rolls of film. These SD cards can simply be plugged into a black box device and uploaded - there is no requirement to get rolls of film developed. SD cards also mean that footage can be viewed at the time of shooting; DSLRs and other digital cameras have viewing screens. Therefore, footage can be deleted and reshot as necessary. This saves time and money.
DSLRs can be used to capture both still and moving image in many cases. This means that production companies can potentially shoot moving image adverts and capture stills for magazine and billboard advertisements at the same time, cutting down on costs and ensuring there is synergy between different advertising platforms.
To go with the lighter cameras, equipment is a lot more portable. For example, crane shots and aerial shots in the past were very expensive to film, because cranes and helicopters were necessary. Nowadays, though, drones can be used for the same purpose. These are cheap to buy, have stabilisers built in,. and the footage can be captured straight onto a black box device, such as a laptop or smart phone. This means that in theory, footage could be shot and captured on a black box device, and even edited and distributed on the same device. This is also true for tracking shots and dolly shots. Steadicams have become and lot cheaper and lighter, whilst many DSLRs and digital cameras have image stabilising. This means that expensive dollies are no longer required. It was also very time-consuming to set up dollies - so another effect of digital technologies is that it makes the production process much quicker and more efficient.
Black box devices such as laptops and smart phones can also be used in the editing process. The Adobe Creative suite can be used for many different forms of post-production work. Some of the softwares include Premiere Pro, After Effects and Photoshop. Previously, special effects would have to be outsourced to different companies, as would still image manipulation and editing. Now, though, all these things can be done on the same suite.
In terms of marketing, the advertising industry has utilised developments in technologies through the use of QR codes and hashtags. For example, on Call of Duty they used an interactive billboard and used QR codes which people scan in order to gather more points on their game. This means that above-the-line advertising becomes more directed towards certain audiences; the people scanning the QR code will be interested in the product and the online content can be more specific, allowing users to explore different sections of the online platform. QR codes are an example of traditional and digital advertising combining.
On social media people now use hashtags to help spread their message. For example, on the Greenpeace UK campaign they used many hashtags in order to be seen on people's timelines when someone would type in a word related on the explore page. By using these developments they are keeping up-to-date and modern and this means more people from different demographics will see this and either feel drawn to the advertisement and or buy something from that company - as an example of this, the Greenpeace palm oil campaign used hashtags on Twitter top engage their target audience.
The benefits of the advertisement industry changing is that more demographics get reached such as the teenage audience as they are the ones who are engrossed in the new technology and therefore they know how to attract that audience and use social media to fill the gap in the market as on TV there isn't many TV channels for teens daily for adults or kids so by using social media they can fill that gap in the market and have teens buy the items they are selling.
(P2 U24) Explain the use of convergence and then explain the use of converging technologies within an identified sector
Advertising has changed in many ways to become more modern in society to therefore reach out to new demographics. For example the use of social media to advertise products has gained in popularity due to the fact more and more people use social media every day and it becomes part of the daily routine and therefore people will see advertisement and potentially buy the items.
(M1 U24) Discuss how the industry has utilised developments in technologies
Converging technologies have had a big impact on how the advertising industry operates. For example, in the production stage, cameras have become a lot smaller and more portable. They are therefore easier to transport, meaning that location shooting is more straightforward. In addition to this, SD cards and other forms of storage mean that more footage can be captured at any one time, because there is no longer any need for large rolls of film. These SD cards can simply be plugged into a black box device and uploaded - there is no requirement to get rolls of film developed. SD cards also mean that footage can be viewed at the time of shooting; DSLRs and other digital cameras have viewing screens. Therefore, footage can be deleted and reshot as necessary. This saves time and money.
DSLRs can be used to capture both still and moving image in many cases. This means that production companies can potentially shoot moving image adverts and capture stills for magazine and billboard advertisements at the same time, cutting down on costs and ensuring there is synergy between different advertising platforms.
To go with the lighter cameras, equipment is a lot more portable. For example, crane shots and aerial shots in the past were very expensive to film, because cranes and helicopters were necessary. Nowadays, though, drones can be used for the same purpose. These are cheap to buy, have stabilisers built in,. and the footage can be captured straight onto a black box device, such as a laptop or smart phone. This means that in theory, footage could be shot and captured on a black box device, and even edited and distributed on the same device. This is also true for tracking shots and dolly shots. Steadicams have become and lot cheaper and lighter, whilst many DSLRs and digital cameras have image stabilising. This means that expensive dollies are no longer required. It was also very time-consuming to set up dollies - so another effect of digital technologies is that it makes the production process much quicker and more efficient.
Black box devices such as laptops and smart phones can also be used in the editing process. The Adobe Creative suite can be used for many different forms of post-production work. Some of the softwares include Premiere Pro, After Effects and Photoshop. Previously, special effects would have to be outsourced to different companies, as would still image manipulation and editing. Now, though, all these things can be done on the same suite.
In terms of marketing, the advertising industry has utilised developments in technologies through the use of QR codes and hashtags. For example, on Call of Duty they used an interactive billboard and used QR codes which people scan in order to gather more points on their game. This means that above-the-line advertising becomes more directed towards certain audiences; the people scanning the QR code will be interested in the product and the online content can be more specific, allowing users to explore different sections of the online platform. QR codes are an example of traditional and digital advertising combining.
On social media people now use hashtags to help spread their message. For example, on the Greenpeace UK campaign they used many hashtags in order to be seen on people's timelines when someone would type in a word related on the explore page. By using these developments they are keeping up-to-date and modern and this means more people from different demographics will see this and either feel drawn to the advertisement and or buy something from that company - as an example of this, the Greenpeace palm oil campaign used hashtags on Twitter top engage their target audience.
The benefits of the advertisement industry changing is that more demographics get reached such as the teenage audience as they are the ones who are engrossed in the new technology and therefore they know how to attract that audience and use social media to fill the gap in the market as on TV there isn't many TV channels for teens daily for adults or kids so by using social media they can fill that gap in the market and have teens buy the items they are selling.
Comments
Post a Comment