matt:littlemore » advertising

The Digital Table

Maff — Tue, 06 Apr 2010 18:13:16 +0000

Election Art Imitates Art

Maff — Tue, 06 Apr 2010 17:40:56 +0000

‘When 24-year-old Jacob Quaglozzi won a contest to design a Labour election poster, he doubtless thought it was the first rung on the political ladder. But yesterday his ambitions appeared to have been nipped in the bud after his idea backfired spectacularly.’ Mail Online, April 5th 2010.
The idea was to compare David Cameron to the politically incorrect Eighties TV detective Gene Hunt, but instead this pop-media subversion (copyright issue not mentioned) was subverted by the Torys to use as their own election poster… apparently pleased with the unintentional rebranding of Cameron to make him ‘cooler, less posh’. The winning labour poster comes with a prize to visit the Saatchi & Saatchi advertising offices.
The tories have called in M&C Saatchi, notable for the 1997 Tony Blair “demon eyes” campaign, more than a decade after the ad agency last worked for the party. Saatchi & Saatchi was appointed in 2007 to devise Labour’s advertising and are no longer connected with the brothers Maurice & Charles (M&C).
How will the impact of the governments’ white paper on Digital Media affect these cases of Visual Media Mash Up and subversion of ideas/intellectual property?

Subliminal advertising?

Maff — Thu, 01 Apr 2010 13:39:15 +0000

Certainly not… 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.

Magazine Adverts

Maff — Sat, 30 Jan 2010 17:54:20 +0000

Selection of print designs for magazine and directory adverts.

TV Kills Newspaper?

Maff — Wed, 30 Dec 2009 19:16:10 +0000

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.