Technological Convergence

- Technological convergence is when a number of technologies all comes together in the same product

PROS -

• Good for the consumers because it can do many things at once.
• Makes it easier instead of having loads of different pieces of technology.
• Saves time - Gives the ability to multitask

CONS - 

• Technological convergence can be extremely expensive and unaffordable.
• The quality - for example the camera quality of a phone compared to a professional camera will not be as good. 
• Ruins relationships
• Eats time
• Extremely addictive

1. Explain convergence technologies from your grandparents point of view?

In my grandparents era, they didn't have much technological convergence such as a smart phone. When they were younger they had to buy all of their technology separately. For example if they wanted to take pictures, they had to go and buy a camera to take pictures and another camera to record videos.  Even to make phone calls before any type of mobile phone came out they had to use either a home phone or a telephone box to make calls. They could not text anyone until a bit later on when the first mobile phone came out. 

Technology convergence has evolved massively over time and has been evolving continually since around 1995. 

2. Explain how digital convergence has affected society?

Digital convergence has a massive effect on society. Smart phones have so many positives however also has so many negatives. Mobile phones are found to be extremely addictive and they tend to make people a lot more unsociable. This can often lead to relationships being ruined and family time being wrecked. Also work and family time tends to merge together when the smart phone is involved all of the time whilst being at home. It has also affected society in good ways such as saving time, multi tasking and being able to save lives by using the internet to gain knowledge about medical problems. Smart phones make everything in life a lot quicker and a lot easier, information is easily accessed instantly. However this is bad because people tend to make excuses and individuals don't have as much of a get out. 

What makes a good print ad?

• Clear and effective image
• Memorable - emotional, informative
• Slogan/catch phrase/tagline - entice audience, stick in head
• Persuasive language 
• Clear language - to the point 
• Appropriate font - typeface, sans-serif/serif
• Colour scheme - Ideally 3/4
• Clear layout 
• Name of product
• Website 
• Brand identity - logo, name of brand/company
• Eye catching     

 

Alliteration - Each word begins with M 

Colour scheme - uses more colours than normal print ads but acceptable because M&M'S have so many different colours

Logo - Clear and obvious that this ad is for M&M'S

Font - easy to read, nothing to fancy  

Memorable - Crayons instead of cigarettes referring to the text "just like mummy" insinuating the child is going to smoke because their parents did. 

Colour scheme - White, red and black + colours of each crayons
Clear and effective image - Shows that smoking kills and is so addictive even when parents smoke.
Font - Red and black - small writing - shows serious message

• Name of company is the bottom right corner
• Website is written 
• The language on the print ad gets straight to the point and is easy to understand. 

Cross campaign - 
The writing on the giant character is referring to the dumb ways to die audio visual advert song
Image - easy to remember and know that it is one of the dumb ways to die characters which is why it is memorable.
Font - Even though it is small and white - its a clear message once being read that it is the dumb ways to die song
Colour scheme - Purple, green, white - Eye catching ad
Message - Train awareness safety

Analysing Adverts

Use of the camera - 

• Extreme close up (ECU) - A small section of an object or character 
• Close up (CU) - Face and Neck
• Long shot (LS) - The whole of the body is visible
• Wide shot (WS)
• Medium shot (MS) - Usually from the waist up
• Point of view (POV)
• Low angle - Puts the character in a position of power and makes the viewer feel inferior 
• High angle - Makes the characters seem vulnerable and puts the viewer in a position of power
• Over the shoulder (OTS) 

Speed of shots - 

• Vary from slow motion to a high speed. 
• When analysing an advert, the speed that is used and why 
• A high speed advert may  create a sense of excitement and adventure for a young audience such as the play station adverts. 
• There is usually a mixture of high and slow speeds.

- Voice overs 

- Sound effects

Strategies that advertisers use - 

• Bandwagon
• Scale
• facts and figures 
• Repetition 

KFC Zinger crunch salad video ad analysis - 

• There were no long shots used in this advert. 
• Medium shots and close ups were used often of the two women and of the salad. 
• Extreme close up used- to display the product and to remind the audience of what is being sold. No scenery is needed.
• Alliteration is used - Spicy 
• This advert is full of stereo types - Stereo typical office location and jobs, stereotypical office working women. 
• Bland colours, boring normal situation 9-5 day situation. Salad is supposed to lighten up the day. 

YSL video ad analysis - 

• Used a lot of dance 
• Close up of the girl with blonde hair and red lips towards the end of the video. This is because they want to make her seem extremely seductive. 
• Point of view shots through out from the individual that is addicted to her as she then says       "i am your addiction" - Makes us feel like we are addicted to her
• Colours - black and white with a bit of a green effect. White spot light on the girl wearing a white dress that symbolises purity. 
• The red lips of the girl connotes love, sex, fire, seduction 
• Connections to Marilyn Monroe sub-consciously (Blonde hair, red lips, white dress)
• Parts of her body being demonstrated as a close up (arm pit and side boob) 
• Very sexualised behaviour - hot, sweaty, smoky eyes, sexual pose. 
• Lying on the floor with mouth open- arched back (again sexual behaviour) 

Burger king mens ad analysis - 

• Ad is one big joke. One big over exaggeration. 
• Laughing and joking against stereotypes of musical theatre, Masculinity. Muscles for masculine stereotype. 
• Aimed at 25+ males. Have to be a certain age to understand the humour of the ad. 
• Bland colours - apart from the burger brightens up the ad.
• Says the type of burger that it is. "DOUBLE WHOPPER"
• Shows all thin men walking into burger king. Business people. Levelling burger king up alongside trump towers. '5th avenue feel'.
• People from different walks of life. Different diversities, race etc.
• Men burning pants - in the 60s would have been women burning bras. Also cheerleaders in the background which adds to the piss take of the whole ad. 
• Gone from male to extreme masculinity - beyond issues with feminism.
• Fat man pulling the truck trying to catch the burger in his mouth. Burger sitting on a spade which is a manly tool. 

Clinique ad analysis - 

• Heavily about the product - Name repeated 4 or 5 times. 
• Science based advert - not about a person or personality. 
• Putting a 20 ish year old using a product that she doesn't need to make it look like it works. 
• Non threatening and non aggressive. 
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ASA (Advertising Standards Authority)

Harmful• Ads must not contain anything that is likely to condone or encourage violence or anti-social behaviour.
• Ads, especially those addressed to or depicting a child, must not condone or encourage an unsafe practice.
• Ads should be prepared with a sense of responsibility to consumers and to society. Particular care should be taken with ads addressed to or depicting children.
• Ads must not portray or represent children in a sexual way.
• Ads should comply with the law and should not incite anyone to break it.
• Ads must not cause fear or distress without justifiable reason; if it can be justified, the fear or distress should not be excessive.
• Marketers must not use a shocking claim or image merely to attract attention.
• Ads that are suitable for older children but could distress younger children must be sensitively scheduled.
• Ads for age-restricted products like alcohol and gambling must not be targeted at or likely to appeal to under-18s.
• Ads featuring sexual imagery, particularly posters that children are more likely to see, must be carefully targeted and avoid causing harm or offence.

Levis 2012 -

• Depicted children safety due to unsafe practice 'holding fireworks'.
• They believed that this was easy to copy which means people would have got harmed.
• Irresponsible 
• Harmful

Drop dead clothing (2011) -

• Extremely skinny models - promoting eating disorders such as annorexia 
• Promoted towards young girls 
• Its not representative of the clothing brand 
• Socially irresponsible and offensive 

Misleading
• No advertisement should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise.
• Marketers must hold documentary evidence to prove all claims, whether direct or implied that are capable of objective substantiation.
• Marketing communications must be obviously identifiable as such.

Kelloggs (2009) - 

• Implies that it may be healthy 
• Doesn't include the high content of sugar and fat 
• Parents would've bought this for kids, and kids ended up gaining more weight

POM Wonderful LLC (2008) - 

• Implies that you can live longer if you drink this juice.
• If you drink pomegranate juice you will never die 
• 23 people complained that this ad exaggerated the health benefits of the product.
• Obvious exaggeration is permitted in advertising

Damart (2005) - 

• This envelope is very misleading and upsetting.
• ASA ended up removing the envelope 

Ribena Tooth Kind (2000) - 

• This ad is misleading because the product supposedly benefited personal hygiene. 
• This ad wasn't misleading with their message but the image was 
• The bristles of the toothbrush have been replaced with ribena bottles, this wrongly implied that it benefited oral health. 

Offensive
• Advertisements should contain nothing that is likely to cause serious or widespread offence. Particular care should be taken to avoid causing offence on the grounds of race, religion, sex, sexual orientation or disability.
• Ads featuring sexual imagery, particularly posters that children are more likely to see, must be carefully targeted and avoid causing harm or offence.
• The fact that a product is offensive to some people is not grounds to remove an ad.

Antonio Federici (2010) - 

• Play on words on Salvation (Being saved by christ)
• This ad was complained as offensive because they believe it was mocking Catholicism. 
• The image of the two priests looking like they are about to kiss has been complained to be mocking the belief of roman catholics. 

Junkies Ltd (promotion for a student club night) (2010) 

• Causing offensive to people with dyslexia 
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Personal Attributes

Personal attributes needed when working in media production/career development in the media industry:

• Organization skills
• Group work - being able to work as a team 
• Time management
• Communication skills -
• Patience
• Creatvity
• Independence
• Initiative 

What is etiquette?

The customary code of polite behaviour among members of a particular profession or group. For example, when a person meets the queen they must have the correct manners and etiquette for that situation. 

Why is etiquette important when working in a media industry? 

Etiquette is important when woking in a media industry because it shows professionality and good manners and trust. 

What are my personal attributes 

• Hard working 
• Confident
• Upfront
• Caring 
• Perfectionist
• Creative
• Good judge of character
• Good etiquette
• Trust worthy
• Organised  

What are my negative traits?

• Stubborn
• Hypercondriact 
• Upfront
• Easily distracted 
• Loud 

job roles

Advertising agency flowchart

Research to planning 

The brief

A company will decide that they need an advertising campaign, to promote their newest product, brand or the company itself. They will decide on their budget, the type of coverage they want (TV, radio, print, online). They will write a short client brief that explains what they think they would like from an advertising company, who their target audience is and what action needs to be taken by those watching the advert.

The pitch 

The brief will be sent out to tender, which means that it will be available for advertising agencies to look at and see if they would like to offer their services. They would need to create a competitive pitch that provides a concept or idea, based on the requirements of the brief. Sometimes one brief will generate pitch ideas from a large number of companies. Pitches can be sent in digitally or presented in person.

The winner

The client sees all the pitches and decides on a winner. Once the go ahead has been received from the client, research will take place. This will include looking at some of the following - the advertisers’ service or product will be compared with the competition, their ranking in the marketplace will be looked at, as will consumers’ perceptions of their brand in comparison to their competitors’.

Research to planning:

Using the research, the media agency will identify who the target audience is and the media that should be used to reach that target audience in the most cost effective way. The agency will make recommendations on which markets are to be reached, distribution changes, pricing and which media channels will be used to deliver the message.

The creative team:

The agency’s creative people will have the job of converting the advertising communication into words and pictures. The copywriter will, as the name suggests, write the copy for the print ads, creating a slogan that is memorable.

The art director will visually implement the copywriter’s message, so she will have responsibility for turning the slogan and the written idea into a clear visual message.

The graphic design team will be responsible for the creation of the artwork for the print ads based on the art director’s ideas, a logo if needed, and making sure that all print work comes out looking like it is part of the same campaign.

Whilst the Advertising agency will be involved at every stage of the production of the commercials, they won’t actually do the filming or taping – that will be done by outside film production companies, based on the art director’s ideas.

The Finished product:

The traffic/accounts department within the advertising agency will ensure that the adverts are ready on time and that the client and legal approvals have been granted. This ensures that the company gets paid!

Once the advertisement or commercial has run, the media agency will verify this and check its performance, reporting back to the client. Sometimes payment will depend on analysis of the response from the audience. This could be by a rise in sales, more hits on a website or more money donated.