MEDIA 6: Week 1,Errol Tyson

Week 1 | Megatrends: ‘The World is Changing’
Extracts from Klaus Schwab, 2016, The Fourth Industrial Revolution (World Economic Forum), pp.14-26, 47-50, 67-73, 91-104.

In the week 1 reading, Schwag examines the possible and emerging new megatrends, which include:

• Autonomous vehicles
• Advanced robotics
• 3D printing

These technological advances are divided into three categories: physical, digital and biological. Each of these are changing rapidly, but it is perhaps digital that will have the most outstanding effect in the years to come.

After listening to Astrid Scott’s lecture last Friday, it left me feeling a bit underwhelmed about the future of the technologies she spoke about. Many of the future designs seemed relatively unnecessary, such as mood reading bracelets, and news updates via a mirror in the morning.

I am definitely more interested in the technological advancements, but more so as they apply to things that have more of a positive impact, and use technology in a way to improve, rather than just to enable.

While these household items failed to gather much interest, the megatrends mentioned by Schwag started to get my mind racing about the possibilities of the future, and how day to day life will be affected by many of these new concepts. I am holding my breath a little for when 3D printing becomes used in hospitals and food on a commercial scale.

I wonder what the impact of these developments will have on my professional workflow and behaviours, and if this will shake up the pre, production and postproduction model. There is obviously so much that is up in the air at the moment, as it isn’t until after a technology has been rolled out that it can be deemed an actual success. Even good in theory, such as video calling, which never really took off, can be replaced by a more successful version of the same technology, which was Facetime. There weren’t many different significant factors in the function of video calling and Facetime, but they have had significantly different impacts. A strong amount of this is due to outside factors, such as the technological landscape and environment in which they were being released into.

OVE Presentation-13/3/15-ASSESSMENT #1




• Impact:

• Audience:

• Exploration of ideas:

• Involvement:

• Response:

• Future:

• How does online video communicate that other mediums do not?




Online video is a medium that has enormous power within current day marketing and advertising. I will be examining interactive processes attached to online video, using the example of a advertising case study. As audiences become increasingly more discerning, their attention is harder to capture, and innovative designs are being used to combine mediums and add a 3-dimensional style to the advertising campaign. This ‘3-dimensional style’ means that instead of simply having a video to promote a product, the viewer can have an impact upon the content shown to them.

The Old Spice ‘Man your man could smell like’ commercial from 2010, which dramatically increased sales for the men’s body wash, began with a video which exploded on YouTube, with 50 million views to date. To strengthen this campaign, they recorded approx. 190 responses to user comments/questions over outlets such as Twitter, Youtube etc, which collectively gathered another 40 million views. I will break this down using my framework outlined above.

• Audience:
Old Spice body wash is a men’s body wash, albeit one that was not particularly successful compared to other brands such as Dove, Nivea and AXE. Interestingly, this ad is initially aimed at women, buying body-wash for men (boyfriend/husband). Obviously, men are still the target audience for the product. In a light-hearted way, the man (played by Isaiah Mustafa) asserts that he embodies all of the qualities of a desirable man, and by buying Old Spice, it is possible to achieve these qualities.

• Exploration of ideas:
By being extremely self aware in a satirical way, the message of the advertisement is overtly presented, showing the character to be desirable to others directly because of using the product.

• Involvement:
The audience is addressed directly in the video, which already creates the impression that it is being communicated one-on-one to the viewer. This was then enhanced when the campaign focused on responding to viewer comments in video form, not by responding as a company, but by using their now-famous spokesperson to re-enforce the message originally portrayed in their first video.

• Impact:
The non-naturalistic style and quick pace to the ad creates an idealistic reality where visual comedy is highly frequently. As body wash/fragrance is stereotypically not something men spend a great deal of time choosing, it is shown as an easy choice to make that would replace cologne and increase appeal and attraction.

• Response:
Whether it was incidental or part of the marketing strategy, Old Spice lent itself to a plethora of parodies and impressions across YouTube. This kept the momentum of the campaign going, and more importantly, it was driven by the consumer rather than the company itself. This kind of organic propulsion is far more of a benefit to the campaign, as it demonstrates the audience’s comprehension and consumption of the content.

• Future:
Advertisements with an element of novelty, such as Old Spice’s, have had large success in past years, which I believe is to do with the fact that it was breaking new ground. However, in years to come, I believe ads that provide deeper layers of new information, depending on the questions asked by the consumer, will have far more longevity.

• How does online video communicate messages that other mediums do not?

Due to the adaptive nature of online video, it can be framed across multiple platforms. For example, a video that has been shared or liked multiple times by friends on Facebook has far more potential to keep a viewer intrigued that watching a video with no prior knowledge. Consistent branding across websites keeps an advertisement of campaign firmly in mind, which advertising across traditional media cannot. According to my framework, involvement of audience through interactive methods is paramount, and will only become more so in future years.