Tag: TV

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.

A lot of us would notice that it used to be, in marketing, we were looking to attract a big audience as we can. But right now, effective web marketing would rely on centering on the people who would be likely to acquire our merchandise or book the service at the time of peak interest.

History has informed us that through time, media fragments are placed in particular areas of interest. Remember a time where there had only been three TV stations? Now there would be multiple channels centered on interests. Do you recall a time there were only three TV stations? Now there would be multiple channels devoted to interests including cooking, pets, travel, sports, history science plus channels that serve micro-interests. In a similar sense, online content typically would show up on sites that revolve around particular areas of user interest. Internet search would also be divided into particular verticals, in spite of the omnipresence of broad search engines including Google and Bing or Yahoo. Five years past, users would place keywords into a search engine query; but now they go directly to the preferred content sites to get relevant information.

Publishers are still struggling though to keep the users on the sites, as a lot are facing an exodus to the Google toolbar. Publishers have stated that anywhere from 25% to 50% of outbound click from sites are about to have an outside search engine. Even worse, the publishers would need to pay the search providers for the clicks to get back the users. In a lot of cases, Google would monetize the publisher content in a better sense than the publisher itself.

It is a good thing new search tools have come up to aid online publishers plus marketers to connect users to the content, products plus services they want in the areas of interest. Semantic technology would be a representation of the forefront of the search experience. In place of relying on keywords, semantic search would actually have a basis on concepts, and would be more likely to comprehend the intent of the searcher.

Semantic technology would perform a better job compared to traditional search platforms for matching relevant advertisements to online content. As it is conceptual compared to literal, semantic technology would be able to match ads in a manner that would be limited by keyword algorithms.

Vertically centered semantic search would be a representation of an improvement in online experience for the site users, marketers and publishers. Users may quickly locate information on the topics plus subjects they would be passionate about without having to leave their desired sites. They are presented with ads relevant to them, compared to the ubiquitous links for mortgage refinancing plus teeth widening services. Of course, publishers would be keenly interested in manners to enhance user experience, however semantic search would make new revenue opportunities for them too.

Search result pages would come up with incremental page views, which the publisher would utilize to sell more units of display advertising inventory, plus to bring in more advertising revenue from high response semantically matched ads. Perhaps, in a more significant sense, search technology would give a way to make more engagement with users, keeping them on-site longer than surrendering these to an external search engine or a toolbar.

For online marketers, the semantic vertical search would give a lot of benefits. It would satisfy demand for more clicks, put up brand reach and ensure placement next to relevant content, making a yield of better response rates. Semantic search advertising would not be based on keywords, unlike the regular run of the mill process enhanced by KeywordSpy-so it would not need complex keyword bidding strategies and may be implemented quickly and easily.

As use of semantic technology is widely adopted, semantic search as will become a necessary part of the company’s marketing recipe. Companies which recognize and take advantage of semantic search now will be ahead of their competition, as search engine marketing continues to eveolve.

What is it about sport that makes it so attractive to people? Is it the adrenaline rush of competitive and/or dangerous sport? Is it the feel good factor of recreational sport; is it the opportunity of socialising with others, or perhaps all of the above? Whatever the reasons may be, sport is certainly getting more and more popular, especially in the developed world.

A major factor in the popularity of sport is the role of modern technology. Improvements in modern technology have resulted in better playing conditions and equipment for players as well as greater viewing pleasure for spectators.

Perhaps the greatest changes have taken place in the designing of sporting facilities – such as modern sports surfaces and improved artificial lighting that offer increased opportunity to play. Modern sports surfaces are low maintenance, therefore low cost, and allow year round use. Professional technical expertise is needed to design and install a modern sports surface. Properties such as its rebound resistance, slip resistance, and shock absorption are measured to ensure that the surface is going to provide optimum playing conditions for that sport, whilst giving players ease of movement and adequate protection from injury. Regular maintenance of sports surfaces, both outdoor and indoor is recommended to ensure safety of players.

Along with an increased number of players there are also an increased number of viewers all over the globe. With the spread of satellite TV, events in one part of the world can be watched real time, in another. Modern flood lighting has not only allowed greater use of sports facilities at the recreational level, but also made possible higher-level competition fixtures such as day-night cricket matches, night-time football matches etc. Electronic score boards, photo-finish timing devices, slow motion replays and large viewing screens have also added to the viewing pleasure of spectators.

Modern materials are used in the manufacture of synthetic sports surfaces as well as sports equipment. Third generation synthetic grass is made from polymers and provides a maintenance free all-weather surface for sports. The use of composite materials makes sports equipment such as rackets and protective gear, lighter and more durable, enabling athletes to further improve their performance. Advances in modern technology have also led to improvements in the design of sports equipment such as trainers and sports shoes, starting blocks for use in athletics, pole vaults etc.

Whilst it is difficult for the average user of sporting equipment to keep up with the latest developments, as a guide in the UK sports equipment and sports facilities and surfaces should comply with British standards. Some governing bodies of individual sports also offer certification to demonstrate compliance with international standards.

In communication, media is known to be the storage and transmission tool employed to store and provide information of all sorts. It has been known to be synonymous with mass media and with news media; however it may refer to a single medium employed to communicate data for a purpose.

Political science is simply a social science based on the theory and the practice of politics. It is also based on the descriptions along with the analysis of political systems and political behavior. There are various subfields under Political science which include: political theory, public policy, national politics, international relations, and comparative politics.

The media plays a very important role in political science of a nation. It is the media that makes or breaks a party in politics.

Media is a group-based analysis of mass opinion with the purpose of complementing the evaluations on individual level performance and national level performance of a nations economic reforms. Peoples city identity is refined by collective memories, social narratives, and media infusion, and tends to parallel their political attitudes and orientations. Second the crucial influence of historical memories of people tends to affect the decisions taken by them. And media plays an important role in refreshing their memories. Not simply memories of a century of humiliation, but memories of a century of glories as well, have psychological implications for public opinion related to economic development, nationalism, and national security.

The internet is arguably one of the most effective tools in media for communication. The critical role of mass media regime transformation has been highly emphasized in recent times. Internet has been the weapon of the weak for mass public in non-democratic regimes. This mode of voice provides a substantial example of political engagement and criticism of government policies using modern media as the intermediator. There is a need for improving the quality of political communication, facilitating the emergence of civil society, and eventually, expediting the process of democratization in transitional countries.

Internet and new media intermediators have significantly improved the capacity of mass public to generate a globalized movement. There are several ways in which media organizations – might pursue policy objectives. One way could involve standard interest-group techniques for influencing political candidates and public officials. Media organizations and their executives might seek public policies of particular concern to themselves (e.g., relaxation of limits on foreign ownership of TV stations), by making campaign contributions, doing favors for politicians, or lobbying, just like other interest groups. We have come across umpteen instances in history where journalists and scholars have favored a particular party or individual for personal gains.

Hence media in political science has to be strictly regulated for the own good of the economy of a nation

In the multitudes of research used for health and wellness education, there seems to be an underlying and unifying theme: over-stimulation. With the increasing dependence on technology, people are required to do less physical activity, at the same time increasing mental activity. While often useful, if not managed carefully, this can manifest in poor health.

Consider how society has shifted from early pioneer days to the current technological one. Just a few things we no longer must do to survive:

Hunt for food
Gather firewood for winter heating and cooking
Raise the food we eat, requiring labor to raise livestock and tend fields
Walk to town, or walk for basic transportation
Work at a physical labor-based job
Do labor by hand, not using machines
Cook food from scratch, using homegrown ingredients
Physically meet up, to talk or communicate with others
Go to town to get basic supplies
Share particular talents or skills as a means to trade for needed items

All of these tasks, while time consuming, served a vital function in total health promotion, including physical, mental, emotional, spiritual, and financial health. Days were spent on basic physical tasks, which also occupied the mind and helped to meet other essential needs. Physical activity was a part of every persons day and most slept easy because they were physically tired. Obesity was not an issue, in part due to the effort it took to obtain, grow, and prepare food. Most often, physical activity offset the calories available for consumption.

Social interaction was one on one and greatly appreciated after long spells out on the farm. Studies now show that quality social interaction is beneficial to health and feelings of wellbeing. With fewer options to vie for ones attention, focus was centered on the task at hand. People took pride in their workmanship and the fruits of their labor. While often harsh, pioneers days were simpler, with fewer options. This made for fewer daily choices to keep the mind constantly stimulated.

Just a few things we now do or have that contribute to poor health:

Food that is readily accessible, high in preservatives, high in calories, and low in nutrition (Not requiring lengthy preparation or effort)
Sedentary jobs using technology, versus physical labor
Machines to assist with physical tasks
Communication through phone, text, computer, or email
Easy access to unlimited information
24/7 accessibility through cell phones and computers
Actual face to face interaction unnecessary
Clock time at jobs that do not utilize ones skills or talents
Distractions available from multiple sources simultaneously, such as TV, radio, computer, cell phones, gaming devices, and other portable electronics
Options to fill time are infinite, requiring constant moment to moment choices regarding how time will be spent

This list reveals the insidious side of technological advances, allowing one to get things done more efficiently, so that there is time to fill the day with more things to do. Such mental over-stimulation was never intended. Is it any wonder “stress related” illness is the number one cause for most doctor visits? Being mentally over-stimulated and physically sluggish is at the heart of many debilitating health problems seen today.

Look at the rise in ADHD, not much of that in pioneer days. Take insomnia for another example. A new federal health study showed at least 8.6 million Americans report needing prescription medication to fall asleep. Today’s stimulating lifestyles make it challenging to focus and difficult to shut the mind down for sleep. Combine that with the fact that in most lifestyles, the only physical activity comes from a conscious choice to “work out,” and the problem becomes more apparent.

This does not begin to scratch the surface of health related issues directly related to being over-stimulated. People need drugs, nicotine, alcohol, and other such behaviors to cope with the over-stimulated lives that are common today. This article is meant to throw up a red flag and get people to consider how much they are allowing into their life through their dependence on technology.

The bottom line is, if you feel run down, burnt out, or regularly need to use a substance to help you cope with a busy lifestyle, it is time to take stock of how time is spent and develop boundaries for technology use. Make no mistake that is a tough choice. However, the next choice may prove even more difficult. Block out time to do nothing, to focus on one task without electronic or other distractions, and to clear the mind, while relaxing the body. It is also essential to add physical activity into each day, the kind the challenges the muscles and lungs.

All of these suggestions are easy to do. The problem is, they are just as easy NOT to do. It was once said, “Live by the sword, die by the sword.” The same could be said of technology. “Live by technology, die by technology.” Choose carefully the stimulation allowed into each day. Create rituals or routines that allow for unwinding and relaxation. Build associations with healthy behaviors or substances such as herbal tea, warm milk, essential oils, peaceful music, sitting in nature, yoga, massage, meditation, progressive muscle relaxation, and etc. These associations will build with practice and can begin to signal the brain it is time to shut down. Just like Pavlov’s dog, conditioned responses can be created. Just be sure they are the kind of responses that promote health not endanger it.