Thursday 3 December 2009
Seminar Feedback
Seminars for design studies has been really positive for me because the discussions within the groups has been very interesting. Peoples opinions interested me because I feel sometimes people think differently to me and its quite good to learn new things that youve never thought about or thought in that way. The tasks were clearly explained and helped me a lot because sometimes I got confused looking at the handbook and actually having someone explain makes life much easier! The tasks which were given at the seminars have been quite fun. I havent had a chance to use the task skills such as the brainstorm in a group as we havent been given projects which would need a group discussion. I will definately use it later in my practice as it is a very useful and interactive way to work. Overall I really enjoyed having seminars because they are helpful and confidence boosting!
Wednesday 2 December 2009
Bibliography For Essay and Research (D)
Cappo. J, 1003, The Future of Advertising, New York, McGraw-Hill
Long. P, Wall. T, 2009, Media Studies: Text, Production and Context, Harlow, Pearson Longman
Marris.P, Thornham.S , 1996, Media Studies, Edinburgh, Edinburgh University Press
Morris. JD, Boone. MA, 1998, The Effects of Music Emotional Response, Brand Attitude, and Purchase Intent in an Emotional Advertising Condition, Florida, University of Florida
Murphy. P, 2002, Informed Choice, EBSCO publishing
www.youtube.com
www.adbusters.org
Long. P, Wall. T, 2009, Media Studies: Text, Production and Context, Harlow, Pearson Longman
Marris.P, Thornham.S , 1996, Media Studies, Edinburgh, Edinburgh University Press
Morris. JD, Boone. MA, 1998, The Effects of Music Emotional Response, Brand Attitude, and Purchase Intent in an Emotional Advertising Condition, Florida, University of Florida
Murphy. P, 2002, Informed Choice, EBSCO publishing
www.youtube.com
www.adbusters.org
Further Research On Advertising (C)
To further my understanding of this subject I feel that I would need to make up an experiment of my own and trust my own results. I would have to research all the different factors of advertisement rather than just base my thoughts on the two sources I have looked at. In the book by Long and Wall was a list of further readings which are very interesting and is helpful in helping me understand the subject more. One source talks about the future of advertising and how people are starting to personalise their spaces. I have also been looking at a journal called ‘informed choice’ by Paul Murphy which is about interactive technology and signage in retail. I felt this journal related to my subject quite well as adverts are directed at consumers of retail. These books and Journals can be found on my Bibliography.
My essay on advertising (A+B)
Effects of Advertising
‘Media Studies Texts, Production and Context’ by Paul Long and Tim Wall is an evidence based book. The authors of this book clearly outline the main areas of advertising including the industry, consumption and branding. The main point which the authors make most relevant to advertising is the consumption in the consumer society and how we play a role in media. Mcstay relates consumption to ‘desire’ backed up by (Bauman, 2000) saying ‘never ending search for new and improved recipes for life’ (Mcstay, 2009: 346) This shows that we as consumers are not interested in ‘needs’ but in fact for goods which we ‘want’ playing a big part in consumerism. Advertising only works and is effective if there are consumers out there to consume a product, this makes advertising a really important factor to consumerism. To help the understanding of advertisement and all the consumerism theories, McStay breaks down advertising into three definitions: Advertising, Marketing and Public Relations. Advertising being ‘a form of communication design to generate awareness of products, services and organisations’(Mcstay,2009:347), Marketing, identifying consumer needs thus producing products’ (Mcstay,2009:347), Public Relations ‘communication between organisations and publics’(Mcstay,2009:347). These three definitions help understand advertising because it shows the best way in which companies can promote their product or organisations.
Television is of declining interest to many 16-24 years olds described by the UK regulatory body Ofcom, which means that future of advertising on TV is not going to be as effective ‘comparing to 2001’(Ofcom, 2006: 353) . The UK regulatory body Ofcom continue saying ‘instead, the internet plays a central role in daily life; more than 70% of 16-24 year old internet users use social networking websites’ this shows that Online advertisements is the future of advertising shown that advertisers aim their adverts to the biggest consumer age, 16-24 year olds. The most popular social networking websites are MySpace and Facebook which consumers use to self promote. ‘As well as social networking sites most web spaces are plastered with advertisements (Mcstay, 2009: 350) this relates back to the quote by Ofcom showing internet is the future. Mcstay mentions that ‘consumers can be thought to be actively using such advertising texts as one mechanism in creating their online identities’ (Mcstay, 2009: 350). People use social networking sites to brand themselves which is a way of advertising themselves to the world. This is shown by having your own picture up and writing a blog about yourself.
Within the virtual world, there are many means to advertising such as pop ups, banner ads, videos and search engines. Business’s pay search engines such as ‘Google’ to display their advertisements on the first page of search results to generate more hits for their website. ‘Advertising on Google alone is now worth more than all the money spent by clients on the main commercial channel ITV1’ (Sabbagh, 2007). Google is a very powerful search engine which owns a very popular video sharing website ‘YouTube’. YouTube has a huge amount of footfall and is a good place to promote ‘Viral Advertising’. For example if a company decides to put a video advert onto YouTube it becomes extremely easy for this to be shared with the online world as YouTube provides buttons and links that can be clicked to add the video to social networking sites or to be sent via email. The book gives an example of a Kylie Minogue video that became very popular by this method “360 million viewings via online sites such as YouTube”. This massive number shows just how successful a viral advert can be if it takes off.
‘The effects of music on emotional response, brand attitude and Intent in an Emotional Advertising Condition’ by Jon D Morris and Mary Ann Boone is an interesting journal which explains how music plays an important role in advertisement. ‘Music is used often in advertising to enrich the key message ‘(Hecker, 1984) Hecker said that music enriches advertising as this means that it makes advertising more interesting and appealing for the viewer. Music is also used to help put a across a message to the viewer as sad music wouldn’t be put alongside a cheerful and happy subject. Sad and cheerful music can change the emotions or influence an emotion to the viewer. ‘Major (happy) and minor (sad) modes influenced the listener’s feelings.’ (Farnsworth, 1969, hevner, 1935; Rohner and Miller, 1980; Galizio and Hendrick 1972) Although these authors believe that music has an effect on advertisement there has been disagreements to whether this is true as shown in this journal. ‘Some research has shown minimal influence of music on emotional response in advertisements’ (Stout and Rust 1986) In the journal Morris and Boone design an experiment which involves two groups watching twelve advertisements, one group watching adverts with no music and the other watching the same advert with music. This experiment was to show the effect on music in advertising. For example they used a Sony advert where they used a popular song by a popular artist that was featured in a current hit movie,’ Brand attitude may have improved because pleasure improved’(Morris, Boone, 1999: 522) this is due to the viewers relating the song to their current lives. It also showed in the results that when there was no music ‘people felt nostalgic, different, awed and wonder’ (Morris, Boone, 1999: 522) this shows that the response when there was no music in the advert was also successful as the emotions were different but not negative. The music in advertising is still confused as shown in the same results based on an Anti-fur advert with music ‘the pleasure decreased when music was added to the Anti-Fur advertisement’ (Morris, Boone, 1999: 522) This shows that people pay a lot of attention to the subject of the advert so whether music is used to enhance the subject or not, it will still be a negative response. This also shows that people react to the subject as well as music. Morris and Boone conclude that ‘music may not always significantly change pleasure’ (Morris, Boone, 1999: 525) as shown in their results, they further say ‘but it can change how the viewer feels when watching the advertisement.’ (Morris, Boone, 1999: 525) Music may not have a direct influence on the viewer but using it as a tool in advertising can make an advert more successful.
After analysing both sources, it gave me a better understanding of advertisement, the way it is handled within the media and how people perceive different type of advert. In Long and Wall’s book they explained how advertisement relates to the media. They gave examples of how media reacted to different adverts such as the example with Kylie on Youtube. Although this was not their own source it shows a natural reaction in the media towards advertising. The journal by Morris and Boone on the other hand, differs to the book as their source was based on their own test results . These results were effective as it shows clearly how people react to music in advertising and if music is an important factor for capturing viewers. I felt that the results shown in Morris and Boone’s journal were very interesting and certainly gave an insight into the thoughts of real people when viewing advertisements. However, the experiment was only carried out with a small number of people and on a limited number of adverts so perhaps the results may not always be true to life. Comparing this to the book, they gave examples of past advertising results from adverts which have been popular and gave specific numbers and figures to relate to. As they gave actual facts and figures from events that have actually taken place then it is hard to argue with their points.
We can take one example from each source where similarities can be drawn. This is between the Kylie advert on YouTube and the Anti Fur campaign advert. Both of these adverts show that the subject of the advert is very important. After watching the Kylie advert it is clear that the music is not the main focus of the advertisement but is used to enhance the subject. When I played the Kylie advert without music it did not change my reaction to the advert because Kylie riding bucking bronco is the main focal point. This comparing to the anti fur advert is similar because the subject was more important and the reaction from the viewers reflects this. Morris and Boone’s music factor results helps enhance Long and Wall’s point of view as consumers are taken in by what they see and advertisers produce something that consumers want to see and uses factors such as music to better the advert. Although there are so many different factors which are involved in advertising, it seems as though the subject is the most important factor when trying to make an advert popular. After understanding all these points and factors shows that if an advert becomes popular enough then it could go viral and be seen by millions.
‘Media Studies Texts, Production and Context’ by Paul Long and Tim Wall is an evidence based book. The authors of this book clearly outline the main areas of advertising including the industry, consumption and branding. The main point which the authors make most relevant to advertising is the consumption in the consumer society and how we play a role in media. Mcstay relates consumption to ‘desire’ backed up by (Bauman, 2000) saying ‘never ending search for new and improved recipes for life’ (Mcstay, 2009: 346) This shows that we as consumers are not interested in ‘needs’ but in fact for goods which we ‘want’ playing a big part in consumerism. Advertising only works and is effective if there are consumers out there to consume a product, this makes advertising a really important factor to consumerism. To help the understanding of advertisement and all the consumerism theories, McStay breaks down advertising into three definitions: Advertising, Marketing and Public Relations. Advertising being ‘a form of communication design to generate awareness of products, services and organisations’(Mcstay,2009:347), Marketing, identifying consumer needs thus producing products’ (Mcstay,2009:347), Public Relations ‘communication between organisations and publics’(Mcstay,2009:347). These three definitions help understand advertising because it shows the best way in which companies can promote their product or organisations.
Television is of declining interest to many 16-24 years olds described by the UK regulatory body Ofcom, which means that future of advertising on TV is not going to be as effective ‘comparing to 2001’(Ofcom, 2006: 353) . The UK regulatory body Ofcom continue saying ‘instead, the internet plays a central role in daily life; more than 70% of 16-24 year old internet users use social networking websites’ this shows that Online advertisements is the future of advertising shown that advertisers aim their adverts to the biggest consumer age, 16-24 year olds. The most popular social networking websites are MySpace and Facebook which consumers use to self promote. ‘As well as social networking sites most web spaces are plastered with advertisements (Mcstay, 2009: 350) this relates back to the quote by Ofcom showing internet is the future. Mcstay mentions that ‘consumers can be thought to be actively using such advertising texts as one mechanism in creating their online identities’ (Mcstay, 2009: 350). People use social networking sites to brand themselves which is a way of advertising themselves to the world. This is shown by having your own picture up and writing a blog about yourself.
Within the virtual world, there are many means to advertising such as pop ups, banner ads, videos and search engines. Business’s pay search engines such as ‘Google’ to display their advertisements on the first page of search results to generate more hits for their website. ‘Advertising on Google alone is now worth more than all the money spent by clients on the main commercial channel ITV1’ (Sabbagh, 2007). Google is a very powerful search engine which owns a very popular video sharing website ‘YouTube’. YouTube has a huge amount of footfall and is a good place to promote ‘Viral Advertising’. For example if a company decides to put a video advert onto YouTube it becomes extremely easy for this to be shared with the online world as YouTube provides buttons and links that can be clicked to add the video to social networking sites or to be sent via email. The book gives an example of a Kylie Minogue video that became very popular by this method “360 million viewings via online sites such as YouTube”. This massive number shows just how successful a viral advert can be if it takes off.
‘The effects of music on emotional response, brand attitude and Intent in an Emotional Advertising Condition’ by Jon D Morris and Mary Ann Boone is an interesting journal which explains how music plays an important role in advertisement. ‘Music is used often in advertising to enrich the key message ‘(Hecker, 1984) Hecker said that music enriches advertising as this means that it makes advertising more interesting and appealing for the viewer. Music is also used to help put a across a message to the viewer as sad music wouldn’t be put alongside a cheerful and happy subject. Sad and cheerful music can change the emotions or influence an emotion to the viewer. ‘Major (happy) and minor (sad) modes influenced the listener’s feelings.’ (Farnsworth, 1969, hevner, 1935; Rohner and Miller, 1980; Galizio and Hendrick 1972) Although these authors believe that music has an effect on advertisement there has been disagreements to whether this is true as shown in this journal. ‘Some research has shown minimal influence of music on emotional response in advertisements’ (Stout and Rust 1986) In the journal Morris and Boone design an experiment which involves two groups watching twelve advertisements, one group watching adverts with no music and the other watching the same advert with music. This experiment was to show the effect on music in advertising. For example they used a Sony advert where they used a popular song by a popular artist that was featured in a current hit movie,’ Brand attitude may have improved because pleasure improved’(Morris, Boone, 1999: 522) this is due to the viewers relating the song to their current lives. It also showed in the results that when there was no music ‘people felt nostalgic, different, awed and wonder’ (Morris, Boone, 1999: 522) this shows that the response when there was no music in the advert was also successful as the emotions were different but not negative. The music in advertising is still confused as shown in the same results based on an Anti-fur advert with music ‘the pleasure decreased when music was added to the Anti-Fur advertisement’ (Morris, Boone, 1999: 522) This shows that people pay a lot of attention to the subject of the advert so whether music is used to enhance the subject or not, it will still be a negative response. This also shows that people react to the subject as well as music. Morris and Boone conclude that ‘music may not always significantly change pleasure’ (Morris, Boone, 1999: 525) as shown in their results, they further say ‘but it can change how the viewer feels when watching the advertisement.’ (Morris, Boone, 1999: 525) Music may not have a direct influence on the viewer but using it as a tool in advertising can make an advert more successful.
After analysing both sources, it gave me a better understanding of advertisement, the way it is handled within the media and how people perceive different type of advert. In Long and Wall’s book they explained how advertisement relates to the media. They gave examples of how media reacted to different adverts such as the example with Kylie on Youtube. Although this was not their own source it shows a natural reaction in the media towards advertising. The journal by Morris and Boone on the other hand, differs to the book as their source was based on their own test results . These results were effective as it shows clearly how people react to music in advertising and if music is an important factor for capturing viewers. I felt that the results shown in Morris and Boone’s journal were very interesting and certainly gave an insight into the thoughts of real people when viewing advertisements. However, the experiment was only carried out with a small number of people and on a limited number of adverts so perhaps the results may not always be true to life. Comparing this to the book, they gave examples of past advertising results from adverts which have been popular and gave specific numbers and figures to relate to. As they gave actual facts and figures from events that have actually taken place then it is hard to argue with their points.
We can take one example from each source where similarities can be drawn. This is between the Kylie advert on YouTube and the Anti Fur campaign advert. Both of these adverts show that the subject of the advert is very important. After watching the Kylie advert it is clear that the music is not the main focus of the advertisement but is used to enhance the subject. When I played the Kylie advert without music it did not change my reaction to the advert because Kylie riding bucking bronco is the main focal point. This comparing to the anti fur advert is similar because the subject was more important and the reaction from the viewers reflects this. Morris and Boone’s music factor results helps enhance Long and Wall’s point of view as consumers are taken in by what they see and advertisers produce something that consumers want to see and uses factors such as music to better the advert. Although there are so many different factors which are involved in advertising, it seems as though the subject is the most important factor when trying to make an advert popular. After understanding all these points and factors shows that if an advert becomes popular enough then it could go viral and be seen by millions.
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