M1 (Unit 24): Discuss how the industry has utilised developments in technologies
The advertising industry has utilised developments in technologies through a wide variety of categories. These include production technologies, marketing, distribution and ways in which audiences can access products.
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Production technologies have been developed through technological convergence in multiple ways. Programs and software's have grown to become more sophisticated and production technologies have gradually become less hardware-based and more software-based.
This means that those working on the production of a project can access technologies easier due to reduced costs.This is because less hard-ware is required and one form of software (such as Final Cut Pro) can offer users multiple tools on one device.
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Furthermore, software-based programs and technologies also give users the opportunity to access software on multiple forms of technology. For example Apple's iMovie can be accessed across iPads, iPhones and Mac computers/MacBooks.
Aside from developing programs, there is also improved technology with regard to production equipment. For example, the development of cameras has resulted in film cameras becoming digital. The first digital camera was introduced around the early 1980s, transforming how we capture pictures and record images.
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Moving on from the digitization of cameras, mobile phones later began to include cameras as a feature. An example of this includes the first ever mobile phone device with a camera, the 'J-SH04' by Sharp. This device was first introduced in November, 2000. Since then, more advanced mobile phone devices have been created with higher quality cameras, such as smartphones including the iPhone and Samsung S. Examples of how smartphones with cameras have been used in production involve the 2018 film 'Unsane' which was filmed entirely on an iPhone 7+.
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| Source: Google Images |
In marketing, companies have been using technological advancements and developments to their advantage, especially when creating unique and innovative campaigns. For example, in 2010 Calvin Klein Jeans replaced three of their billboards in locations throughout America with bright red QR codes. This enabled those passing by to use their smart phones to scan the code, which in return would result in an exclusive video advertisement.
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| Source: Google Images |
This campaign demonstrated convergence within technology and marketing as it enabled users to share the QR code on social media sites including Twitter and Facebook, both of which can be accessed on smart phones, tablets and computers/laptops. This ensured that the video was easily shareable and accessible among audiences.
When marketing and distributing the advertisements/marketing materials of a business, it has grown increasingly common to use social media. This is due to the way in which it is broadly used by millions of users, meaning companies can easily target their audiences as well as keeping costs low due to social media being relatively free (unless paying to further broadcast a post/account).
Furthermore, techniques within social media have been found effective for businesses when attempting to raise and spread their brand awareness. The use of geo-tagging and using hashtags enables a business to start trending and, in return appear on users screens, raising awareness and recognition for a company. For example, the most tweeted about film ever was '
Black Panther' recieving over 35 million tweets surrounding the hashtags
"#Wakanda" and
"#WhatBlackPantherMeansToMe".
Due to the development and convergence of technology, specifically the evolution of blackboxes, it is now possible for an audience to access a media product in a variety of ways. For example, due to the development of websites and apps, individuals can now access news and television on their devices (including tablets, computers/laptops and smart phones).
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| Source: bbc.co.uk |
An example of how one can access a media product on multiple platforms includes BBC News. The news can be streamed online via the BBC website and Youtube channel, as well their app. During the earlier days of TV, the BBC was only accessible through their TV channel to which viewers would have to make time for, to ensure they did not miss it. By embracing the development of technology and creating multiple platforms for viewers, the BBC are able to cater to their audiences needs, and increase their accessibility.
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