Advertising & New Media - Lecture

• late 80’s - reproduction of paintings used in advertising 
• New media is characterised by engagement 
• It works ‘not through persuasion or impressions but through engagement and involvement’ - Oglivy 
• High Feeling Strategy - audience is involved in ad making: feature and distribution 
• Adweek admired the click bait title of Ronaldo ad for headphones - ROC Live Life Loud 
• ROC part owned by Ronaldo & Shareability 
• Share ability creates social content ‘A content factory that blows stuff up’ 
• Ronaldo ad - Most shared celebrity video in the world 2015 + most shared ad of the month 
• Fastest brand video to reach 30M views in the history of the internet (24.5 hours) 
• Ad of the decade 
• National Media Museum 
• ‘mobile phones will soon become the greatest tool for persuasion, more so than any other medium for advertising’ - Fogg 
• Kairos Factor 
• Software Takes Command - Manovich 2013 
• Advertising & New Media - Christina Spurgeon - Old & New Communication models 
• Alan Kay - Created expandable (new) media - Conceived DynaBook concept: basics for laptops & tablets 
• New media was for learning, discovery and artistic creation 
• Applications were to simulate old media altogether in a computer 
• New media is a wide range of already existing and yet to be made media 
• ‘new media allows us to think in exciting new ways about advertising, as an industry and as a communication process’ 
• User Generated Content - USG generated $10m to Mentos - Coke Mentos 
• ‘Viral is unpaid P2P communication of provocative content originating from an identified sponsor using the internet to persuade or influence an audience to pass along the content to others - Southgate et al (2010 
• Andy Fowler - Brothers & Sisters : New media brought the golden age