Discuss Technology
Task 2: Discuss Technology
Learning Outcome 1 (U24:P2): Understand the products that are produced within and across media
industries
P2 (U24): Explain the use
of converging technologies within an identified sector
Technical Convergence:
Technological convergence is the tendency for different technological systems to evolve towards performing similar tasks. These can the be created to make products that can make others lives much easier. With this evolution, smartphones, typically have the power to call, text, use the internet, stream tv, entertain, use calculators, maps, calendars, weather forecasting apps and more applications that are used day to day. This evolution shows the need of converging technologies in order for the world and its cultures to progress in the way that things are done.
Nowadays with the new technological convergence blackboxes, such as smartphones and tablets have been designed to allow the adverts or promotes that may be playing to fit to the blackboxes screen so that it can be viewed fullscreen and clearly to the audience member. As well as this you can also choose the type of quality that the advertisement is viewed, they can choose from 144p, 280, 360p, 720pHD and 1080pHD. This allows them to view the video at the quality that the audience member wants to watch it at.
Converging technologies are always enchanting products due to the improvements of technology over the years. For example when advertising a product, due to technology improving and evolving over the years, advertising and production companies within the media industries are able to now produce and present adverts in the advertising industry that is more viewable on a smartphone. This allows and makes it much easier for advertising and marketing companies to reach out across multiple different audience around the world with just one type of device. Most of these products are spread across many different platforms (cross-media advertising), and due to technological convergence smartphones have the capability to view all advertisements whether they are online, on the radio broadcasting station, they have to be streamed or downloaded. Technology is constantly evolving and improving, allowing the public lives to become much easier, as people are able to use their smartphones for anything, whether it is to connect with other people or to use their phones to create products of their own, such as short films or videos, by using the camera and downloading editing software on their phones, whenever and wherever they go. The smartphone is a daily used product the majority of peoples lives, hence why it has become much easier for advertising companies to brand out and expand their adverts, they do this by ensuring that their products can be viewed from smartphones whether it is through on app they create or through other apps such as youtube, and all social media platforms. Smartphones have made it much easier for companies and brands to advertise and market their products to the world, this is due to social media and the accessibility that the people of the world have to social media. For example if a brand like "Daniel Wellington", which is a company that makes watches, want to advertise their latest products they will use a social media influencer to advertise their product, for example in a Instagram post.
Cameras specifically on smartphones, are constantly being developed and improved, with a much smaller lens however they usually don't contain the quality of a movie production that a DSLR camera for example would contain. For example the Canon 700D produces superb photos and videos with an 18-megapixel sensor and has an easy to use vari-angle clear view LCD II touch screen that makes the camera easy and accesible. This camera can be used to film adverts as well as take high quality HD pictures for ad campaigns. These images and videos can then be shared online as well as posted across billboards and magazines.
This is extremely useful for the advertising industry as smaller advertising companies would not have to spend large amounts of money from their budgets on buying filming equipment that will be expensive when they could just use a smartphone app like an 'FilMiC Pro' to film the ad, as well as then use the smartphone to edit the ad as well as apple have their own built in editing software called 'Adobe After Effects' on their phones, tablets, laptops and computers.This therefore makes it much easier and less cost effective than having to buy filming and editing equipment and software. Again, once it's updated across one platform it's instantly accessible and saved across all platforms.
In addition, smartphones can also be used to distribute and market the products. For example they can be uploaded without any costs across any media platforms, such as websites, social media platforms or youtube, therefore making it much easier and cheaper for advertising companies in the industry. An example of this is the video game 'Call of Duty WWII'. They marketed and advertised the newest game by live streaming on their website CallofDuty.com, Facebook, Twitter and Instagram, in order to attract as many viewers and gamers as possible. Another example is that, due to the evolution of smartphones you can now also take pictures of QR Codes, which are machine-readable codes consisting of an array of black and white squares that is typically used for storing URLs or information for reading by the camera on a smartphone (blackbox). This convergence allows products to be advertised is a different more fun and creative way. For example when advertising for the video game 'Call Of Duty WWII' the advertising company decided to place four different QR Codes of four different billboards in New York, Los Angeles, London and Paris so that the gamers and fans of the franchise can piece together the codes in order to unlock exclusive content related to the game that they are releasing.
Another example of how technological convergence has changed the advertising industry is the use of hashtags (#). Hashtags are a mega-data tag used on social media platforms, such as Twitter, Instagram and other microblogging services. This allows users to apply dynamic user generated tagging, which makes it possible for others to easily find messages with a specific theme or specific content, as well as allowing the hashtag to trend globally. Usually companies would post their products on social media in order to advertise and market their product to the demographic that mostly uses social media. They then attach a hashtag with the product so that it is easier to advertise. An example of this is Apple and their 'Behind The Mac' campaign. They created the #behindthemac so that they could get it trending on Twitter in order to make it known globally that they are releasing a new MacBook. This posts can then be shared, reposted and retweeted, which increases how many people are watching and seeing the hashtag and the posts. This is a easy and free method of advertising and marketing on a much larger scale than just advertising with billboards for example.
Learning Outcome 2 (u24:M1): Discuss how the advertising industry has utilised developments in technologies including production technologies, marketing, distribution and ways on which audiences can now access products.
M1 (U24): Discuss
how the industry has utilised developments in technologies
Technological convergence is the tendency for different technological systems to evolve towards performing similar tasks. These can the be created to make products that can make others lives much easier. With this evolution, smartphones, typically have the power to call, text, use the internet, stream tv, entertain, use calculators, maps, calendars, weather forecasting apps and more applications that are used day to day. This evolution shows the need of converging technologies in order for the world and its cultures to progress in the way that things are done.
Pre-Production:
Production:
Post-Production:
Nowadays with the new technological convergence blackboxes, such as smartphones and tablets have been designed to allow the adverts or promotes that may be playing to fit to the blackboxes screen so that it can be viewed fullscreen and clearly to the audience member. As well as this you can also choose the type of quality that the advertisement is viewed, they can choose from 144p, 280, 360p, 720pHD and 1080pHD. This allows them to view the video at the quality that the audience member wants to watch it at.
How technological Convergence has changed the Advertising Industry?
In the advertising industry, there have been many pre-production techniques. Project management tools such as "Asana" allow advertising companies to manager their projects efficiently. The app "Asana" can be used on all technological devices, such as laptops, computers, smartphones. This means that it makes it easier for the crew to manage, view and edit the project schedule for example. Another feature that this app has is that once something is changed and edited, it instantly updates across the entire platform, which means that it will keep all of the crew members of the changes that are being made to the project schedule.
They have also been many post-production techniques that have allows advertising and marketing companies to create and produce digital images, motion pictures, graphics or video advertisement. Due to the advancements of editing software, with new software such as Adobe After Effect, Light-works, Cinema 4D, it has enabled advertising companies to be more creative with their adverts. This is because the editing software can allow the companies to advertise their products on a much larger scale and with a much larger impact. As well as production techniques that allow these advertising companies to create the products they want to create, with cameras and other filming equipment. The images that are taken can have amazing quality, but they can also be enhanced by these editing software so that they can be more eye catching and attractive to the audience members.
Image from Asana Website.
They have also been many post-production techniques that have allows advertising and marketing companies to create and produce digital images, motion pictures, graphics or video advertisement. Due to the advancements of editing software, with new software such as Adobe After Effect, Light-works, Cinema 4D, it has enabled advertising companies to be more creative with their adverts. This is because the editing software can allow the companies to advertise their products on a much larger scale and with a much larger impact. As well as production techniques that allow these advertising companies to create the products they want to create, with cameras and other filming equipment. The images that are taken can have amazing quality, but they can also be enhanced by these editing software so that they can be more eye catching and attractive to the audience members.
Converging technologies are always enchanting products due to the improvements of technology over the years. For example when advertising a product, due to technology improving and evolving over the years, advertising and production companies within the media industries are able to now produce and present adverts in the advertising industry that is more viewable on a smartphone. This allows and makes it much easier for advertising and marketing companies to reach out across multiple different audience around the world with just one type of device. Most of these products are spread across many different platforms (cross-media advertising), and due to technological convergence smartphones have the capability to view all advertisements whether they are online, on the radio broadcasting station, they have to be streamed or downloaded. Technology is constantly evolving and improving, allowing the public lives to become much easier, as people are able to use their smartphones for anything, whether it is to connect with other people or to use their phones to create products of their own, such as short films or videos, by using the camera and downloading editing software on their phones, whenever and wherever they go. The smartphone is a daily used product the majority of peoples lives, hence why it has become much easier for advertising companies to brand out and expand their adverts, they do this by ensuring that their products can be viewed from smartphones whether it is through on app they create or through other apps such as youtube, and all social media platforms. Smartphones have made it much easier for companies and brands to advertise and market their products to the world, this is due to social media and the accessibility that the people of the world have to social media. For example if a brand like "Daniel Wellington", which is a company that makes watches, want to advertise their latest products they will use a social media influencer to advertise their product, for example in a Instagram post.
Image from Instagram
Cameras specifically on smartphones, are constantly being developed and improved, with a much smaller lens however they usually don't contain the quality of a movie production that a DSLR camera for example would contain. For example the Canon 700D produces superb photos and videos with an 18-megapixel sensor and has an easy to use vari-angle clear view LCD II touch screen that makes the camera easy and accesible. This camera can be used to film adverts as well as take high quality HD pictures for ad campaigns. These images and videos can then be shared online as well as posted across billboards and magazines.
This is extremely useful for the advertising industry as smaller advertising companies would not have to spend large amounts of money from their budgets on buying filming equipment that will be expensive when they could just use a smartphone app like an 'FilMiC Pro' to film the ad, as well as then use the smartphone to edit the ad as well as apple have their own built in editing software called 'Adobe After Effects' on their phones, tablets, laptops and computers.This therefore makes it much easier and less cost effective than having to buy filming and editing equipment and software. Again, once it's updated across one platform it's instantly accessible and saved across all platforms.
Image from Google Images
In addition, smartphones can also be used to distribute and market the products. For example they can be uploaded without any costs across any media platforms, such as websites, social media platforms or youtube, therefore making it much easier and cheaper for advertising companies in the industry. An example of this is the video game 'Call of Duty WWII'. They marketed and advertised the newest game by live streaming on their website CallofDuty.com, Facebook, Twitter and Instagram, in order to attract as many viewers and gamers as possible. Another example is that, due to the evolution of smartphones you can now also take pictures of QR Codes, which are machine-readable codes consisting of an array of black and white squares that is typically used for storing URLs or information for reading by the camera on a smartphone (blackbox). This convergence allows products to be advertised is a different more fun and creative way. For example when advertising for the video game 'Call Of Duty WWII' the advertising company decided to place four different QR Codes of four different billboards in New York, Los Angeles, London and Paris so that the gamers and fans of the franchise can piece together the codes in order to unlock exclusive content related to the game that they are releasing.
Images from Google Images.
Another example of how technological convergence has changed the advertising industry is the use of hashtags (#). Hashtags are a mega-data tag used on social media platforms, such as Twitter, Instagram and other microblogging services. This allows users to apply dynamic user generated tagging, which makes it possible for others to easily find messages with a specific theme or specific content, as well as allowing the hashtag to trend globally. Usually companies would post their products on social media in order to advertise and market their product to the demographic that mostly uses social media. They then attach a hashtag with the product so that it is easier to advertise. An example of this is Apple and their 'Behind The Mac' campaign. They created the #behindthemac so that they could get it trending on Twitter in order to make it known globally that they are releasing a new MacBook. This posts can then be shared, reposted and retweeted, which increases how many people are watching and seeing the hashtag and the posts. This is a easy and free method of advertising and marketing on a much larger scale than just advertising with billboards for example.
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