Advertising & New Media

The advertising industry has capitalized on the explosion of new media with large agencies running multi-million dollar interactive advertising additions. Interactive websites and kiosks have become popular. In a number of cases advertising agencies have also set up new divisions to study new media. Public relations firms are also taking advantage of the opportunities in new media through interactive PR practices.

Advertising is starting to rely on the introduction of new technology and interactive media

For example

Right after the successful Heathrow Airport welcome back flashmob, they've put another 'feelgood at the airport' video online. This time T-Mobile hooked up with Merton, better known as the chatroulette piano guy. He plays improvised personalised songs for people leaving the airport. Would have been nice to see more, but 

I like it.

H&M use 3D projections to open store in Amsterdam

On Monday 22nd the Swedish fashion brand H&M opened its flagship store in a monumental building in Amsterdam. As Ralph Lauren did with their stores in London and New York, H&M used 3D projections together with music in the opening ceremony.

I particularly Like this one as I think it captures Advertising and New media 

Resources

Youtube 
wikipedia - New media 

The Document

Essentially, photographs are documents, they are records. Even in our digital times in which we know less and less what to take for certain, our belief in the power of photographs to serve as evidence has not faltered. When, for instance, the death of Saddam Hussein's sons needed to be proven, it was done with photographs.

Photography is still about the eye behind the lens. It is about being a filter, and it is about recording. It is about leaving one's home and seeing what is out there, it is about taking a look at the world that surrounds us. It is about reminding us of how things once have looked.

This concept does apply to advertising In many lights , in my opinion a good example of this in 20^th century advertising is the “Benetton” adverts.  The advertising strategy of a brand that has aimed, for over 20 years, to create “value” by capitalizing on an image.

A trademark that became the driving force behind the “United Colors” message, which formed the basis of the advertising visuals designed to create a growing network of “United People.” These images showed youth of both sexes and every skin tone who exuded integration, energy and joie de vivre. They suggested a somewhat abstract universe ruled by the easy straightforwardness of relationships and feelings.

The photo of the newborn baby girl, Giusy, was intended as an anthem to life, but was one of the most censured visuals in the history of Benetton ads. In the realm of advertising, traditionally occupied by pretense, the eruption of real life caused a scandal.

In conclusion “Benetton” found a way of combining culture and industry, through experimentation with new languages: in design, in graphics, on the web, in videos and the cinema, in music, in publishing and in photography. In this way, they pursue their strategy of creating value and they contribute towards the uniqueness of the brand that has never stopped believing in research and experimentation.

Resources

http://press.benettongroup.com/ben_en/about/campaigns/history/?t=print

Graphic design & Advertising

My understanding of the relationship between Advertising and Graphic Designers 

Graphic Design - the art of graphic representation. The design of elements. The composition. The style. The artistic craft.
Advertising - Concepts. A message to the consumer positioned as a BENEFIT of the service or product. The concept is derived from marketing objectives and communication strategies. It is an idea conceived between an art director and copywriter who brainstorm clever ways in which to make us feel a certain way. Once the idea is approved it is handed over to a graphic designer to execute the design. Unless the graphic designer can develop message driven CONCEPTS, then no amount of experience or pretty designs will make him/her an art director.

Example : The ads are for SunSmart.
An art director has an idea of shaping moles on human skin into leisure equipment (fishing hook, airplane).
The copywriter puts lines to this visual idea - (Going Fishing? Taking a trip?) The tagline - Be Sunsmart.
The concepts are roughly drawn to communicate the idea to the account service team, client and finally the graphic designer.
The graphic designer's job is to turn the sketched concept into a graphic masterpiece.

Resource:

http://www.sunsmart.com.au/news_and_media/media_campaigns

Modernity & Modernism

The concept has developed over time , it has been portrayed through different methods , artist using different techniques and the use of photography and sequence of images. Does advertising have the same development of techniques and technology. As modernism has developed so have new techniques and technology. Advertising as developed in the same place, initially basic drawings and copy was called an advert , now technology has improved and with the use of photography and image manipulation adverts have taken on a new form. 

Then and now - technology has changed and become more Modern 

Image source - 

http://mag.cmhmag.com/wp-content/gallery/issue_one_ads/1678%20CMH%20-%20Jaguar%20AD%20Final.jpg