My presentation dealt with the effects of new media on televised advertising. I covered various aspects, including a history of the commercial model from 1950s and onward, threats to modern day advertisements from new media sources, the role the internet plays in TV advertisement, and finally ways in which brand name companies are using new media and old media to make effective ads.
One question that was posed was how new media is being used in televised advertising effectively. One way this is happening is through the use of personalized or interactive advertisement. This was defined and some examples were presented. The wager Blizzard Entertainment America made with Ford trucks paid off, as their ad was well received by the audience, mainly because they ran an ad campaign based of strong persuasive theories. The ad was based off of audience generated work, and spawned several more fan based ads that Ford and Blizzard both chose to run on TV. Denny’s Nannerpuss was also shown. The cult like following that formed from the simple TV campaign turned into a very marketable and well liked new media icon.
Brand name companies and American Idol were the topics that concluded the presentation. Coke and Ford have both heavily invested in this show, and their logos and icons are displayed in great multitudes anywhere the American Icon logo is seen. Product placement and reputation were discussed, as well as the effectiveness of pique techniques used by Coke to generate and audience buzz about a new advertising spot.
One question during discussion was over the future of television advertising. I believe that old forms of advertising and newer forms such as online campaigns will continue to be combined into to better meet audience desires in a commercial. I think the audience in the 50s put up with horrible, boring ads because the concept of TV was so revolutionary. In the new millennium though, people are no long impressed simply by the images and demand more entertainment from the ads. I think they want more than just a product display, they desire some sort of entertainment from the ad itself.