Technology TBC

The advertising industry has always made optimum use of the latest technology available throughout the years. This Buzzle article chronicles advertising’s creative journey seen from the technological point of view.

Sounds a lot like the advertising of yore, doesn’t it? Of course, when we consider the person who said it, it just seems like a line out of a gospel. The dynamics in the creative sphere of the advertising world have certainly evolved, and how!

Isn’t it incredible how a glimpse of a billboard, the right-side panel of a web page, or a twelve second commercial on TV can convince us into believing that what our life lacks right now is that one product which they happen to be selling? How a jar of moisturizer can help a woman hitch the man of her dreams. How a shaving gel can help a guy get a place on the football team. Amazing isn’t it? That’s the power of creative advertising for you.

Creativity and Advertising: A Perfect Marriage

Creativity and profitability usually never see eye to eye – one wanting to push the boundaries of innovative selling concepts, the other wanting it to be restrained within the prescribed budget. So, what is it that makes them blend together and weave magic? Technology, of course!

The advertising industry has pioneered the use of technology ever since it came into being, and we’re talking about the disturbing times when a major part of ad revenue came from slave auction ads. Yes, this was probably how advertising as we now know it, was born.

A few years later, with the advent of commercial European goods into the Union, there arose this incessant need to put products “out there” where consumers could see them, and decide on buying them. A few years down the line, with the birth of competitive markets, came in the stipulation of advertising.

The Print Phase: Advertising’s Baby Steps

Print advertisement
Print space was precious – it was all about tapping the potential of newspapers. Magazines came in later, and specialty magazines followed. Now, creativity involved limiting the sales pitch within an inch-by-inch space. These ads rarely left anything to the imagination – the focus was on the product, and a solid, clear copy was always provided.

Here are a few examples…
Hold the future in your hand (Sony Television)
Colored telephones (Western Electric)
Pink is for girls (Lustre crme)

No whacky ideas were allowed here, mind you. These were the times when people read the fine print that was a part of the advertisement, attention-grabbing visuals were more the exception, rather than the rule.

I once wrote that Dove made soap “obsolete”, only to discover that the majority of housewives did not know what the word meant. I had to change it to “old-fashioned”.
– David Ogilvy

Innovation in printing brought these adverts to life, bringing them out from the last few pages to out in the front. Pages began to get glossier, and the advertisements, more vivid.

The Jingles Phase: Creativity Blossoms

Radio had a huge number of people hooked on to it, and advertisers realized its potential soon enough. The first radio commercial was aired way back in 1922, and has since steadily churned out memorable jingles one after the other. Remember this?

Hot dogs, Armour hot dogs
What kind of kids eat Armour Hot Dogs?
Fat kids, skinny kids, kids who climb on rocks
Tough kids, sissy kids, even kids with chickenpox
love hot dogs, Armour Dot Dogs
The dogs kids love to bite!

The popularity of radio did take a beating when televisions burst on to the scene, however, this was only temporary. Radio continues to be a bastion for some major brands as well as minor ones, attracting a wide audience, spawning all age groups.

Advertising Out in the Open: Technology Begins to Take Over
TV advertisement

Technological advancements have created the world we’re living in today, that’s brimming with commercialism. Advertisements are everywhere we look – in newspapers and magazines we read at breakfast, on the radio as we drive to work, on billboards that can’t be missed from our office windows, on coasters in bars that we frequent for an evening drink, on TV when we’re having dinner, and not to mention the inundation on the Internet. In short, advertisements are around us, every waking moment of our lives, all thanks to the technology that helps placing them there.

“It’s in our biology to trust what we see with our eyes. This makes living in a carefully edited, overproduced and photoshopped world very dangerous.”
Bren Brown

Advertisers today, see every inch of space as a canvas – be it on pavement blocks, or Facebook. It goes without saying that our world pretty much functions on advertising. Unfortunately, though, this technology-fueled advertising wagon-wheel is slowly running out of steam, and it has only itself to blame.

Was Technology the Nemesis of Creativity?

London billboards
In a short word – yes. In the eighties, with the advent of computers, the face and functions of advertising underwent a sea change. Not only did technology reform the way in which agencies created advertisements, but it also expanded the horizons for advertising.

Graphics and animation came into play; it wasn’t all about words on paper anymore. Visuals took over in a big manner, and the words were only added as an afterthought (if required). Art direction took precedence over copywriting as conceptualizing began to be more “visual”. Creativity veered in a different direction, but not before it optimized the meaning of milking the visual medium.

The biggest mistake young designers make is that they try to make their advertising look like advertising.

Advertising, as we now know it, is on a downward spiral. It is everywhere, and by that I mean in-your-face-everywhere. Fliers stuck on windshields, subway escalators, everywhere. Hell, even if you wish to download a commercial-free app, you have to pay for it.

You read it right. We’re now living in a world where advertisements have become so irksome, that we have to shell out money to get rid of them. Companies do make money through means like these. Established brands make sales, no matter what. Creativity, the poor old maiden has definitely taken a beating in this mess where any publicity is good publicity.

The plethora of music newbies in the music industry is mind boggling as these hopefuls aspire to be famous with their musical abilities and vocal talents. It is ambition of every aspiring musical star to make it to the popular music charts where thousands and perhaps even millions purchase their records.

Climbing the ladder

Musical hopefuls who aspire to climb the music chart ladder must be talented and determined in their quest. They would need perseverance and patience to walk the long journey due to the intense competition in the music industry. Their vocal talent must be impressive to a wide audience; their stage performance must be captivating; their musical abilities should be obvious. These and more characteristics help push a musical talent forward. Today’s musical superstars started out as unsigned artistes yesterday; yet through perseverance, they make their way through unsigned music charts first before switching lanes to the top music charts of the music industry. Such a move takes time, talent and persistency. Making the top charts in the music industry is no easy feat which has taken down many ambitious musical talents.

It is not enough to have raw talents and positive thinking to achieve a hit single. The right opportunities must be present with the right resources available to move on from unsigned music charts to top music charts.

Modern technology

The advanced technology available today is able to boost one’s chances at succeeding in the music industry. Climbing ranks is easier with a captivating voice, a pleasant personality, adorable looks and great fashion style.

It is easier to become known in the music industry today through the manipulation of the latest technologies. Many independent and unknown artists who strived for stardom succeeded primarily on their own without the backing of major record companies. The Internet proves to be a powerful platform in reaching millions of people who are searching for good songs every day.

YouTube and Google offer detailed searches on unknown and unsigned artists listed on unsigned music charts. A successful music career can be established through the Internet and modern technological resources easily today.

There are smaller recording and music promotion companies online that have garnered quite a large following of fans worldwide with good unsigned artists on unsigned music charts. These companies provide a supportive platform and professional assistance to unsigned musical artists in recording their songs to be downloaded by almost anyone across the world.

This comprehensive SWOT profile of Bioptik Technology, Inc. provides you an in-depth strategic analysis of the company’s businesses and operations. The profile has been compiled by GlobalData to bring to you a clear and an unbiased view of the company’s key strengths and weaknesses and the potential opportunities and threats. The profile helps you formulate strategies that augment your business by enabling you to understand your partners, customers and competitors better.

This company report forms part of GlobalData’s -Profile on Demand’ service, covering over 50,000 of the world’s leading companies. Once purchased, GlobalData’s highly qualified team of company analysts will comprehensively research and author a full financial and strategic analysis of Bioptik Technology, Inc. including a detailed SWOT analysis, and deliver this direct to you in pdf format within two business days. (excluding weekends).

The profile contains critical company information including

– Business description – A detailed description of the company’s operations and business divisions. – Corporate strategy – Analyst’s summarization of the company’s business strategy. – SWOT Analysis – A detailed analysis of the company’s strengths, weakness, opportunities and threats. – Company history – Progression of key events associated with the company. – Major products and services – A list of major products, services and brands of the company. – Key competitors – A list of key competitors to the company. – Key employees – A list of the key executives of the company. – Executive biographies – A brief summary of the executives’ employment history. – Key operational heads – A list of personnel heading key departments/functions. – Important locations and subsidiaries – A list and contact details of key locations and subsidiaries of the company. – Key manufacturing facilities – A list of key manufacturing facilities of the company. – Detailed financial ratios for the past five years – The latest financial ratios derived from the annual financial statements published by the company with 5 years history. – Interim ratios for the last five interim periods – The latest financial ratios derived from the quarterly/semi-annual financial statements published by the company for 5 interims history.

The welcome arrival of touch control has transformed the entire look and feel of devices for the better. How we interact with any form of technology has a major impact on how we view its worth and potential. The opportunity to save time has always existed as an attractive attribute, combined with an unbelievable effortlessness; touch technology has it all, granting every user with an enjoyable experience.

Although it was developed decades ago, touch sensing technology has burst into the twenty-first century with a spectacular prominence that engages everyones attention, with touch enabled smartphones, tablets and game consoles now accepted as part of everyday life.

Touch technology is a naturally intuitive method of control, and when coupled with modern software and processing power, enables stunning performance and impressive features. Interactive qualities and high responsiveness appeals to everyones desire to connect quickly and directly, in sync with the pattern and speed of a thought process, as we input requests to gain immediate results that are displayed in optical brilliance and clarity.

Delicately tapping or swiping your finger across a screen to call up new information is a luxury that we are still enraptured by. Trademark reliability is just one reason for its surge in popularity. Products with inbuilt touch technology have made interacting with electronic devises easier, faster and altogether more attractive.

Touch technology leaders Zytronics have developed a unique projected capacitive technology (PCT), which presents a winning blend of high durability, environmental stability and easy customisability, in terms of product shape, size and thickness, allowing touch technology to move from small portable consumer electronic devices into larger screens used in public, self-service and industrial environments.

Zytronics ZYBRID touch sensor has been successfully proven within the leisure industry for 10 years, and in a recent deployment, has helped international gaming machine manufacturer Shuffle Master, to enhance their electronic multiplayer gaming table, iTable. The iTable combines a feature-rich, highly efficient and intuitive electronic betting interface, together with the human interaction of a live dealer. It can quickly switch between a selection of popular card games; with Blackjack, Baccarat, Three Card Poker and Ultimate Texas Holdem. The customisable nature of PCT also provided Shuffle Master with the ability to create an appealing playing surface.

Touch technology helps to streamline operations of every kind. Instant responsiveness and ease of use, together with a compact, flat exterior means that speed and accuracy is instantly available and conveniently all in one place. Touch technology can be applied to a range of electronic displays, including information kiosks, ATMs and ticketing and gaming machines. Sectors such as the military, heavy industry, telecommunications and medical manufacturers all recognise the bounty of benefits that come from using touch screen technology.

Gaming and entertainment is an area where touch technology has taken up sovereignty. In an industry where excitement runs high, the technology that supports the fun needs to match the pace at which players think and react, so that attention doesnt wane. The instant responsiveness and interactive character that makes up touch screen technology is perfect for gaming, allowing players to remain at the heart of an engaging gaming experience.

It seems we cant resist the versatile appeal that touch technology presents, as we enjoy the thrill that comes with precision control at our finger tips. The power of touch hasnt lost any of its charm and its definitely here to stay.

There are a couple of things you need to first understand before you purchase a printer. They include;

1.Whether it is LaserJet or Inkjet.
Both LaserJet and Inkjet printers have advantages and disadvantages.

Inkjet printers are cheaper to buy than LaserJet printers. They also have very good quality print outs. However, the cost of maintaining an Inkjet printer is very high. Also, Inkjet printers make a lot of noise while printing and are slower than LaserJet printers.

LaserJet printers are expensive when buying but very cheap to maintain. Their print quality is very high and they make less noise when printing. They print faster than Inkjet printers.
2.All-In-One or Print-only.
The next thing you need to consider is whether you just want a print-only device or you need to scan copy fax and print.

Print-only printers are cheaper than All-In-One printers. However, they have limited functionality.

On the other hand, All-In-One printers have scanners, copiers and printers all put in one device. They are a little bit more expensive but very handy especially in an office setting. All-In-One printers also save space as they contain three different devices in one.

Some All-In-One printers have fax. When getting an All-In-One, always confirm if it has fax as not all of them have fax. In most cases All-In-Ones that have fax are more expensive.
3.Print Or Scan Quality.
Various aspects of print and scan qualities can be compared between different models. Print resolution is usually measured in dots per inch (DPI). The higher the number of dots per inch the better the printer.

Inexpensive inkjet models usually generate black-only prints at least as high as 600×600 DPI. Color models, meanwhile usually start as high as 4800×1200. Laser jets, meanwhile, typically produce
1200×1200 DPI or better black-only prints and 1200×600 or better color prints.

Scan quality is measured using both bit-rate and DPI measurements. If scanning is an important feature,
seek an all-in-one device that offers optical scan resolutions of at least 600×1200 DPI and at least a 24-
bit scan rate. Again, higher numbers are better (a scanner that boasts 36- or 48-bit technology will
produce even higher-quality scans).
Be sure to consider the differences between an inline scanner, in which 8.5-inch x 11-inch pages are
easily scanned by passing them through a sheet feeder, and a flat-bed scanner, in which odd-size
documents can be easily scanned just by placing them on the glass. In environments where multiplepage documents will frequently be scanned, ensure you select a model that boasts an automatic feed
tray.
4.Network Capabilities.
The days where parallel cables where used to connect printers to computers are long gone. In fact, most laptops nowadays do not even have parallel ports. Most printers nowadays are connected to computers via USB cables.

Many printers now boast integrated wireless LAN connectivity. Other models feature embedded network interface cards, making it possible to connect printers to a local area network via a
standard wired Ethernet cable, and thereby usable by multiple PCs simultaneously. Still others feature integrated Bluetooth support, which makes it possible for laptop users (among others) with Bluetooth functionality to print wirelessly without the requirement that a local area network even be present.

When reviewing a printer or multifunction device purchase, be sure to consider your organizations needs. If multiple users will need to access the printer or all-in-ones scanning functions, network-equipped models can eliminate the need to purchase multiple units or configure a single PC to host print services for other systems. If many users access the
local area network wirelessly, be sure to consider a printer model that also includes WLAN connectivity.