Advertising is part of the Print Media - to exist most magazines require the income that they receive from adverts. Otherwise the price of the publication will be too high and that would repel the customers.
New media publishers will not only have opportunities to reach global audiences with multimedia products in real time, but will also be able to completely rethink their relationship with advertisers and audience (Kovarik, B. (2011) Revolutions in Communications: Media History from Gutenberg to the Digital Age, London: Continuum).
That is exactly what I want to talk about - the relationship between Vogue and advertising. Since its a fashion magazine advertisement place a huge role but with all this new technology and possibilities the way the advertisement is done is changing.
In the past years the Quick Response Code (QR Code) has become a very popular tool for advertisement.
Formerly only for industrial uses, they have in recent years become common in consumer advertising and packaging, because the popularity of smartphones "has put a barcode reader in everyone's pocket"[citation needed] for the first time. As a result, the QR Code has become a focus of advertising strategy, since it provides quick and effortless access to the brand's website.[8][9]Beyond mere convenience to the consumer, the importance of this capability is that it increases the conversion rate (that is, increase the chance that contact with the advertisement will convert to a sale), by coaxing qualified prospects further down the conversion funnel without any delay or effort, bringing the viewer to the advertiser's site immediately, where a longer and more targeted sales pitch may continue (http://en.wikipedia.org/wiki/QR_code).
There are of course social media platforms like FACEBOOK, TWITTER, TUMBLR, PINTEREST that I have discussed in previous posts. They are the new tools of marketing.
But the reason why I decided to talk about advertisement is this website that I found.
Some Swedish students made this interesting advertising project for some company using Vogue as an example.
Basically they were exploring the future of magazine advertisement. I thought it was a very interesting concept that they were exploring. If you just scan, with a smartphone, a picture of a item featured in Vogue then your smart phone will go to the items brand website where you could buy the item or explore others. So in a way that would be every girls dream come true - you see something pretty, you buy it, and not you see something pretty, you look for it for the next 2 months.
The development of media of mass communication has gradually seen the decline of print as the dominant form communication and the rise of audio - visual domain (Rayner, P. Wall, P. Kruger, S.2004 Media Studies: The Essentials Resource, London: Routledge). Fortunately print media managed to embrace the audio - visual domain ( Vogue iPad version with mini videos of photo shoot and some images actually moving) but perhaps now Vogue adverts will start to embrace it as well. At least it seems that some one is already trying to promote this concept. It is exciting to see where the digital age is taking us.
it's Pinterest not PinINterest, just popped my eye :P and I also find QR-codes really a nice idea, but sadly the camera from my mobile has big problems with shaking and unstable pictures, so I can't really use it most of the times + I find QR-codes that I see on the street, really useless, cause it's extremely uncomfortable to take out my phone, than take a photo with it and than discover, that it leads just to some boring website.. especially on winter.. but in general, the idea is nice though :D
ReplyDeleteHaha thanks for that. I got confused how to write pinterst. Yeah I don't like QR-codes, I don't have a smartphone so I find them useless but perhaps for someone else they are useful. Glad you're interested.
ReplyDelete