Well, no… but Logorama – an excellent short film directed by the French animation collective H5, François Alaux, Hervé de Crécy and Ludovic Houplain. Presented at the Cannes Film Festival 2009, it opened the 2010 Sundance Film Festival and won a 2010 academy award under the category of animated short.
Logorama from Marc Altshuler – Human Music on Vimeo.
TV didn’t kill newspapers, video didn’t kill cinema and the ipod didn’t kill radio. What happens with the arrival of a new technology is that cultural significance and usage of the old medium shift, often embracing and enhancing rather than instigating it’s demise.
According to The IPA Study – ‘Marketing in the Era of Accountability’
TV is getting more effective over time; it has increased its lead over all other media channels in each of the last three decades. In fact, the report concludes “don’t neglect TV. Far from being dead, TV advertising remains one of the most effective and efficient media. New technology and increased competition for viewers may actually be making TV more efficient, not less”
It showed that campaigns focusing on fame and emotion were far more effective in driving the bottom line (sales, market share, profit and loyalty) than more rational campaigns based on information and persuasion – and that TV is the most effective medium at delivering these.
Thinkbox TV Marketing tell us ‘TV hardwires brand memories… TV is typically processed at a low involvement level, which means the content is less critically analysed but this makes it well suited to thematic or brand messages that need to be remembered for the long-term. Information which enters the memory through low involvement processing gets stored directly via the emotional centres of the brain straight to the long-term, implicit memory without any conscious filtering. TV is an incredibly effective way of increasing a set of associations around a brand. It literally hardwires brands into the brain.
fMRI scans demonstrate that the two parts of the brain most stimulated when watching audio-visual material (like TV and cinema) are the amygdalla (emotion) and the hippocampus (long term memory encoding). Emotions and long term memory = where brands live. Neuroscience studies from a variety of media companies (Viacom, GMTV and PHD) have confirmed this finding.’
They also tell us ‘We’re watching an hour more commercial TV a week than 10 years ago’. It would be interesting to see how much of this extra time spent is taken up watching extending advert breaks!
TV is still the dominant Youth Medium. TV is the medium that young people spend nearly half (47%) of their media time with. MTV and Microsoft research, along with Thinkbox’s own has shown how TV is young people’s favourite activity (along with listening to music) and the IPA’s Touchpoints 2 showed that young adults spend nearly twice as much time watching television as they spend online.