Advertainment

The work submitted 'Battle Dune' has been created in the theme of Advertainment (advertising in an entertaining way), or Pull advertising. Pull advertising is a theme whereby, it is the viewer that is seeing the advertising during, being entertained. Unlike its opposite Push advertising, like soap powder adverts, where they constantly try and convince you, not only their brand is the best, but there newest product is better than the last etc etc...

In this 'throw away' society, this is particulary pointed towards disgarding your old product in favour of the latest trend/style of newer product. Some techniques used in Push advertising is, embarrassment 'Are you ashamed of your old mobile/cell phone?', or showing how sexy you will be, if you adorn yourself with product A, B, C, etc. It has become clear that this form of advertising has been 'discovered' by the veiwers and is less effective.

How do you create Advertainment (Pull advertising)?
Make the media interesting, give it a theme and or storyline. Gain feedback from those that watch it, ask questions. Did you enjoy the experience? Would you watch it again? Would you tell your friends about it? Do you know who the movie was made for? Four yes's and you have created the basis of Advertainment.

Creating the correct balance between advertising and brand awareness can be acheived in many ways, depending on the theme/content. Good use of a storyboard that will deliver the message, maintain flow/pace/interest are key to an enjoyable experience of the viewer. Always being aware that you are not reverting to Pushing the brand, but associating it to something interesting and entertaining.

Your job as Director/Editor is to enterpret the storyboard (even if you have created it), into the strengths of the media. Not adding special effects just to show your own talents in the editing room, or just because, but using them to enhance areas that need it. Never use lots of different transitions and or effects, in your media, they will do nothing other than confuse the viewer into thinking this movie is about you, showing your 'skills'. Consider using effects from a family set. If you tumble inset scenes as a transition to the next scene, do not vary them other then in direction (left right, top bottom), then they will be seen as a chosen and valid way of creating a tempo by the viewer (here comes the next scene in the story). Using too many different styles, will always create confusion to what is happening next, and you will loose flow.


View WBA's home WBA | 10 year(s) ago

thanks for this advertising hint.....I think that along with the various opinions, we should look with more attention to the whole concept of using machinima as commercials....better, as an effective way to reduce costs for commercials.....


View pier's home pier | 10 year(s) ago

hope u keep the group small and pro


View ciskovan's home ciskovan | 10 year(s) ago

I like to think... everyone has something to offer, different styles and techniques. The goal here is not just for people to load tons of their work, but post a movie and talk about it, open up discussion about how and why they created it, what are the goals of the media, who was it for, how the acheived certain effects.
I will moderate those that think this is just another place to spam their work, unless they add something else to the group. Anyone already done so, I would encourage you to start doing that, before they get pruned.


View WBA's home WBA | 10 year(s) ago

 Always thought of machinima as a cheap way to make music videos - and advertising. 
Just happened to find a post in Ad Age today - from last month :) http://adage.com/adages/post?article_id=115100


View Nitwacket's home Nitwacket | 10 year(s) ago

I gotta say... lol.. WOW.... pure entertainment.. 'You Cyclist' LOLOL.... It does show however, just how important skills in machinma are developing and being taken seriously in RL. Not just because its cheaper, or the eco friendly nature it is produced in, but what can be done, that could perhaps not be done in RL.


View WBA's home WBA | 10 year(s) ago

machinima is a aknoledged way to make entertainment, that piece on adage show it, but I'm wondering if SL as tool for machinima is suitably promoted....

I think that now, LL is focusing only on the idea of Second Life as conference/e-learning tool, but they are not advertising the powerful of SL as artistic, video-making, theatral device....

but if there is something SL is at the best, it is exactly about the creativity....isn't it?


View pier's home pier | 10 year(s) ago

For me, SL is like the early days of film. We're limited only by our imaginations, skills, and the available technology.  Are we still the only virtual world where we create everything? If so, we're the only platform that is commercially viable for machinima. 

Our building artists have made incredible creative leaps in the past year - but we could really use an avatar upgrade - maybe something that can be turned on and off in the advanced menu so that we don't lag everyone else. 

As far as conference/e-learning - what better way for the visionaries in those fields to promote their vision than through machinima? The SL learning curve - and it's unique vocabulary - make explaining SL to outsiders difficult. Perhaps if we explained machinima as 21st Century powerpoint? :)


View Nitwacket's home Nitwacket | 10 year(s) ago

As a tool for machinima, SL has some of the greatest advantages in building sets and great looking characters.  Where it falls down seriously is in controlling these actors, making them move and carry out simple animations, and making subtle facial expressions. It has been designed as a virtual world, not as a machinima tool so these details would not have been high on the software developers list.  There are alternatives like Moviestorm which are much better at controlling the actors, however Moviestorm is nowhere near as beautiful an environment to work in.

Then there's lag and low fps, of course! For SL users, we are used to seeing lag and expect framerate to drop in world sometimes so they are not too critical when seeing this in a video.  But for a professional film, you would never see frame stutters.  It's  an immersion killer. Anybody outside of SL woould just see this as amateurish.   For me too, personally, I would rather see a low res video with smooth fps, than a stunning HD visually beautiful environment that has ony 2 or 3 fps.

There are tricks in other engines to reduce stutter, like running at half speed then doubling up in post, or the rendering can be carried out fropm a recording and therefore not in real time, and other tricks.  But in SL you are stuck, you have to film in real time and if the sim or your PC can't handle that then you get frame stutter.

Not that I'm against SL as a platform, currently the advantages outweigh the problems.


View RoscoTeardrop's home RoscoTeardrop | 10 year(s) ago

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