Reading review presentation by marble-marble: Wheildon, C 1990, Communicating or just making pretty shapes, 3rd edn, Newspaper Bureau of Australia Ltd, North Sydney, pp. 11-15.
View complete presentation at: http://marble-marble.blogspot.com
This presentation explained the concept of reading gravity, how a reader’s eyes move across the page. Reading gravity is an important concept because it affects how a document should be designed to increase reader comprehension and efficiency. This presentation also displayed how people read differently online then they do on paper and that the format you choose will affect the design of your document.
An interesting point was made when the presenter explained that of the function and form of a document, the greatest is function. A document must ‘work’ for the reader before we start worrying about how it looks.
Also it is important to design for a ‘worst case scenario’ whereby the document is readable regardless of the format in which it is displayed.
An informative and comprehensive presentation detailing some of the theory behind what we all automatically do as readers, making it powerful information.
Monday, August 25, 2008
Advertising by stealth
'Some shows really are wall-to-wall advertising' published in The Australian argues that the growing popularity of branded content on television means that now an entire show is just one big ad. It uses the recent Talk to the Animals on Channel 9 as an example in which pet food company Purina specifically to promote their product.
Content which is funded by advertisers is not a new concept, the article states, with such shows being a regular feature in the 1950’s. However, in the 1960’s the networks set up controlled advertising slots.
The rise in branded content is said to be tied to the fact that due to technological developments we can now skip the ads through channel changing with remote control or fast forward through recorded programming. This forced advertisers to look for new ways to reach their audiences effectively.
When reading the article I wondered if this new format of television did not raise some ethical issues. At least with conventional advertising the audience is aware that a product is being pushed at them. However, in advertising through subtle product placement and sponsorship of competitions it seems slightly misleading. As one of the producers of branded content said in the article, ‘The public won’t be able to tell that it’s branded entertainment if we’ve done our job properly.’ Advertising by stealth, I suppose.
It appears I am not alone in my concern with advertising academic Professor John Sinclair agreeing that ‘the trend was a concern, as the boundaries between entertainment and commercials were being blurred.’ Surely the public have a right to know if there is a hidden agenda behind the ‘entertaining’ program that they are taking at face value.
Article: Some shows really are wall-to-wall advertising
Image source: http://ufshelterclub.pbwiki.com/f/Purina.jpg
Content which is funded by advertisers is not a new concept, the article states, with such shows being a regular feature in the 1950’s. However, in the 1960’s the networks set up controlled advertising slots.
The rise in branded content is said to be tied to the fact that due to technological developments we can now skip the ads through channel changing with remote control or fast forward through recorded programming. This forced advertisers to look for new ways to reach their audiences effectively.
When reading the article I wondered if this new format of television did not raise some ethical issues. At least with conventional advertising the audience is aware that a product is being pushed at them. However, in advertising through subtle product placement and sponsorship of competitions it seems slightly misleading. As one of the producers of branded content said in the article, ‘The public won’t be able to tell that it’s branded entertainment if we’ve done our job properly.’ Advertising by stealth, I suppose.
It appears I am not alone in my concern with advertising academic Professor John Sinclair agreeing that ‘the trend was a concern, as the boundaries between entertainment and commercials were being blurred.’ Surely the public have a right to know if there is a hidden agenda behind the ‘entertaining’ program that they are taking at face value.
Article: Some shows really are wall-to-wall advertising
Image source: http://ufshelterclub.pbwiki.com/f/Purina.jpg
Fusing main-stream TV with online content
The growth and development in online broadcasting has allowed television producers to find ‘new creative opportunities’ the article states. The fusion of online only webisodes with a free to air broadcast is creating a whole new genre of programming.Upcoming Australian telemovie Scorched, to be shown on Channel Nine later this year, will be accompanied by ’20 two-minute drama webisodes’ called Cassie Has Dreams. There is also a YouTube site where fans can view Cassie’s video diary.
It is interesting to note that as technology develops it impacts quite dramatically on the media and publishing worlds. This article indicates that the webisode is becoming useful, if not necessary, to mainstream media allowing maximum hype to be generated and creating a more interactive experience for the audience.
It appears that the audiences of Australian television are changing and require more than conventional programming. This ties into the concept of genre = context + purpose + audience. The evolution of the audience is creating a new genre of Australian television viewing. Due to this we will no doubt see this merging of content become increasingly popular until it becomes the expected presentation format.
Check out the online content at http://www.scorched.tv/
Article: Webisodes leap old-new divide
Image source: http://channelnine.ninemsn.com.au/tvshow.aspx?sectionid=8922§ionname=scorched
Thursday, August 14, 2008
Reading Review Topics
The article 'Implied narratives in medical practice...' by Todd Oakley explores the idea of simulation semantics and a 'learning-for-doing' approach to medical print advertisements.
Oakley examines the way readers respond to 2 advertisements in a medical journal. He claims that these ads cause the reader to simulate their role as a GP by applying a healing narrative (illness -> diagnosis -> treatment -> cure) to the text which is why the advertisements are successfully persuasive.
The article deals with the creation of 'mental spaces' which are ideas and mindsets formed when a reader looks at a text. These various mental spaces include a 'grounding space', 'reference space and 'presentation space'. The conceptual blend of these spaces cause the reader to react in a certain way to the advertisements and acccount for the persuasiveness of these ads.
The article is very in-depth and uses academic terminology. It can be accessed via the library catalogue or via the online course guide.
Oakley examines the way readers respond to 2 advertisements in a medical journal. He claims that these ads cause the reader to simulate their role as a GP by applying a healing narrative (illness -> diagnosis -> treatment -> cure) to the text which is why the advertisements are successfully persuasive.
The article deals with the creation of 'mental spaces' which are ideas and mindsets formed when a reader looks at a text. These various mental spaces include a 'grounding space', 'reference space and 'presentation space'. The conceptual blend of these spaces cause the reader to react in a certain way to the advertisements and acccount for the persuasiveness of these ads.
The article is very in-depth and uses academic terminology. It can be accessed via the library catalogue or via the online course guide.
Wednesday, August 6, 2008
Removal of credits has lasting implications
In an attempt to stop viewers changing channels, Network Ten has begun to remove credits from the end of programs. A spokesperson from Ten claimed that the aim of this move was to ‘maximise accelerated audience flow, that is, getting viewers from one show to the next quickly.’
Channel Ten are planning to place full credit details on their website, for those wanting to view them.
Members from the Media Entertainment and Arts Alliance have indicated that they are prepared to contest this decision and ask that full credits are shown.
This initiative is closely linked to new ways of displaying credits by squashing them into a corner of the screen and playing promotional material for the station alongside it.
Channel Ten are planning to place full credit details on their website, for those wanting to view them.
Members from the Media Entertainment and Arts Alliance have indicated that they are prepared to contest this decision and ask that full credits are shown.
This initiative is closely linked to new ways of displaying credits by squashing them into a corner of the screen and playing promotional material for the station alongside it.
Writers Strike: Until recently, screen writers in the US had been striking over unfair conditions. This included the fact that when their work is viewed on the Internet, no credits are shown and therefore no royalties are paid to the writer. Will this new plan by Ten actually cause a similar situation in Australia?
Viewer behaviour: Channel flicking seems to be instinctive in some television viewers and questions remain as to whether Ten’s initiative will have any true impact. In today’s dynamic, high-tech environment people seek information faster, look for newer information and want to be entertained now, now, now! Channel flicking is a natural extension of this and perhaps may not make a difference to viewer behaviour. Already television viewers are frustrated by the commercial networks ability to run synchronised advertising, which many ‘flickers’ find irritating.
Online vs. Real time Television: These irritated viewers, who possess technological knowledge, may move to online television programming. Benefits include lack of disruptive advertising and the ability to access various entertainment sources from around the globe quickly. It is important to acknowledge the writers and crew involved in online production though, or we may end up with a similar strike on our hands.
Check out a classmate's blog at http://pretzeljetaime.blogspot.com/
Article: Ten cuts credits to lure viwers
Image source: http://nuggetfishing.com.au/images/Channel10.gif
Sunday, August 3, 2008
Big Brother leaves its mark on television
With the cancellation of Big Brother by Channel 10 this year, The Australian published an article exploring the demise of the show and discussing the legacy left by the TV show.The show is considered to have been the first interactive TV show in Australia and has influenced the entire television format, ‘tv was no longer a passive viewing experience,’ commented one Ten programmer.
The show was also praised for being one of the first with a solo female host, Gretel Kileen. The new television landscape created by Big Brother provided expanded advertising opportunities through continual product placement.
It is apparent from this article that Big Brother is widely considered to have changed the genre of television. Genre is informed by context, purpose and audience. Big Brother undoubtedly changed the context in which information was being presented, by allowing audience interaction and participation.
As Channel Nine programmer Michael Healy commented, ‘It’s loosened up television – made it less formal.’ Audiences now expect a level of interaction with their television programs and advertising approaches have evolved as well.
Aims and Purpose
This blog will explore various items from the media and analyse them in conjunction with design theory and the changing concept of the media. Over the course of this blog I will demonstrate the practical applications of design theory.
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