New media is a way of communication through engagement and involvement rather than through persuasion or impression. (Sutherland 2009)
What is old media?
Old media is the use of printing on a large mass scale, it first came about in the late 19c.
A good example to show how new media came about through advertising is with the story of Unilever, a company which now owns over 900 brands, including Ben & Jerrys ice cream; Bertoli; Bird's Eye; Comfort and Persil, formed by the two brothers James Darcy and William Hesketh Lever. Their brand went from Sunlight, Lux to Lynx, also known as the Sunlight vision.
In the beginning there was soap, Sunlight soap. In the 1860's we saw the beginning of pre packaging Graphic Design, advertising and colour printing in newspapers and posters. Much like Kellogs cereal, the generation figured out how to print, fold and fill cardboard boxes mechanically. And soap was sold in long bars with the maker printed onto them, the grocer would then slice it up, much like Lush.
In the 1880s the technology of producing reproductions and colour printed posters evolved and by the 1890s technology enabled contemporary paintings to be reproduced for the masses.
The Unilever brothers started to use contemporary paintings in thier advertisements.
This image was used as part of one of thier adverts, its a contemporary painting by William Frith. The purpose of the ad by Unilever was to show how clean thier soap could make your clothes, and your new frock.
This painting by John Henry Frederick Bacon, ' The wedding morning' 1892, was also used by the Unilever brothers, it shows generations enjoying a wedding. The bride is wearing a beautiful white dress which is indicating how Sunlight soap can clean your clothes. Items in the image have been replaced with bars of Sunlight soap to add value and brand loyalty.
Lever believed that his job was to covince the people of the world that they did not just want his product, but they needed it.
Unilevers also started a promotional interactive boom, they came up with exciting new ways to get people to buy their products. They began a wrapper scheme offering thier own soap in return.
Lever was amassed and was among innovators of advertising expertise, he once said ' The power of truth... the trick is to tell the truth but make it more interesting. Truth can be disarming.'
The physcology of Advertising
- Discrepancy between self and ideal image (of self)
- Publics leasure practises, bathing habbits ect were inferior to those depicted.
Back to the future
New media model
- Mass to my media
- More personalised
- More targeted (mobile)
- Also involves audience
- (a) voluntarily passing around ads (virals)
- (b) creating- spoofs or filming events
New communication model
Old: transmission
- Transmit ideas to an audience.
New: Cybernetic
- Engage with an audience via computer.
Viewer generated content:
Case study of mentos mints and coke
Viewer generated advertising worth $10 million US to Mentos, more than half its annual advertising budget.
- Audiences are actively managing media culture.
Creating a dialog
OId Spice
Old spice twitter response
Audience judges creativity
- November 2010
- Departure from conventional advertising awards
- Youtube ad of the year chosen by viewers
Embrace Life, the winner
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