"Word of mouth has, of course, existed forever but is particularly important in social media. The objective is to create content that attracts positive attention and then spreads voluntarily and at no expense to the advertiser. When a commercial or other advertisement goes viral because it is highly creative and people like it, the advertiser wins. An advertiser is less enthusiastic when an advertisement goes viral by virtue of the furore and negative comments it receives."
http://www.blakes.com/english/view.asp?ID=4510
Tuesday, January 25, 2011
Trailer Thoughts
So, I have chosen to engulf myself in in the world of word-of-mouth advertising this semester. With the continuous growth of various multimedia vehicles, advertising online has changed greatly and even advanced to mobile. Word-of-mouth is a very interesting topic in advertising because the content being shared and repeated is coming right out of consumers' mouths/typing. The boom of multimedia has also increased the capacity of word-of-mouth and made it one of the simplest strategies to implement. Not only has multimedia made word-of-mouth easier for marketing purposes, but it has also hugely expanded the range of people that can recieve messages and how quickly the messages can be received.
For my trailer, I am going to choose one brand and walk through how a simple brand message can spread from one tweet to a huge discussion throughout the internet and mobile world. I plan on concentrating mostly on what impacts word-of-mouth can have on advertising, especially with the use of such tools as radian6.
I would like for my trailer to come off as kind of scattered, as most word-of-mouth brand discussions are scattered across the internet and can be difficult to track. Other than using simple images that keep track of a message/discussion, I plan on using one continuous background song instead of providing dialogue. I would like to keep the viewers' attention on the path of the message rather than having them try to concentrate on too much information. I'm going to try my best to keep the trailer moving fluidly, even though I want it to come off as scattered.
Here is an example of how I want to style my trailer:
Tuesday, January 18, 2011
Lessig and Remix
Lawrence Lessig's REMIX, Making Art and Commerce Thrive in the Hybrid Economy, discusses his view of how balanced copyright contributes to a healthy culture. In his preface, Lessig wrote that copyright, when properly balanced, is "essential to inspiring certain forms of creativity." Throughout the first chapter, he continued to argue his position that without proper balance in copyright, there would be a much poorer culture.
REMIX, like Jonathan Lethem's The Ecstasy of Influence: A Plagiarism, presented the idea that current copyright laws are unbalanced and hindering creativity. Without some kind of influence from other works, many new works would not have been produced. Although incorporating an ability for inspiration should be an area of focus for balanced copyright, the continuous growth and additions of new multimedia in current society proposes a new question for copyright: How does/should the balance shift when so much information is available through so many forms of technology?
The balance of copyright should be dependent on two variables: the protection of the author's work, and the protection of creativity through certain influence. How can these variables be balanced when there is so much authored and "original" work to be monitored and protected?
Both Lethem and Lessig discussed how current copyright hinder creativity, but shouldn't certain ideas and other authored works have absolute protection? OR, are there just too many vehicles and too much information to even try to keep up?
Whether or not this balance can be achieved with all of the new forms of multimedia has yet to be seen, but for both the "original" author's and future creator's sakes, I hope an equilibrium can be achieved and maintained.
REMIX, like Jonathan Lethem's The Ecstasy of Influence: A Plagiarism, presented the idea that current copyright laws are unbalanced and hindering creativity. Without some kind of influence from other works, many new works would not have been produced. Although incorporating an ability for inspiration should be an area of focus for balanced copyright, the continuous growth and additions of new multimedia in current society proposes a new question for copyright: How does/should the balance shift when so much information is available through so many forms of technology?
The balance of copyright should be dependent on two variables: the protection of the author's work, and the protection of creativity through certain influence. How can these variables be balanced when there is so much authored and "original" work to be monitored and protected?
Both Lethem and Lessig discussed how current copyright hinder creativity, but shouldn't certain ideas and other authored works have absolute protection? OR, are there just too many vehicles and too much information to even try to keep up?
Whether or not this balance can be achieved with all of the new forms of multimedia has yet to be seen, but for both the "original" author's and future creator's sakes, I hope an equilibrium can be achieved and maintained.
Thursday, January 13, 2011
The Ecstasy of Influence: Give All
In The Ecstasy of Influence: A Plagiarism, Jonathan Lethem discusses his view of current/corrupted copyright, trademark, and patent law. Since the beginning of authorship, all authored work has been influenced by something - many times by others' work. Lethem's point of view that current copyright and patent laws hinder certain creative possibilities seems very well plausible. As a student, I have heard time after time that even forgetting to cite a quote is considered plagiarism and could result in an immediate failure of the class. Luckily, I have come to learn to cite EVERYTHING.
Although the ownership and use of authored work should be protected, I agree with Lethem that current laws have become too strict. Lethem's use of examples in his own 'plagiarism' assists in making his arguments stronger and much more persuasive.
In The Ecstasy of Influence, Lethem writes, "The primary objective of copyright is not to reward the labor of authors but to promote the Progress of Science and useful Arts. To this end, copyright assures authors the right to their original expression, but encourages others to build freely upon the ideas and information conveyed by a work. This result is neither unfair nor unfortunate." Without influence by previous works, many current writings, art, music, etc. might have never come to exist.
Although the ownership and use of authored work should be protected, I agree with Lethem that current laws have become too strict. Lethem's use of examples in his own 'plagiarism' assists in making his arguments stronger and much more persuasive.
In The Ecstasy of Influence, Lethem writes, "The primary objective of copyright is not to reward the labor of authors but to promote the Progress of Science and useful Arts. To this end, copyright assures authors the right to their original expression, but encourages others to build freely upon the ideas and information conveyed by a work. This result is neither unfair nor unfortunate." Without influence by previous works, many current writings, art, music, etc. might have never come to exist.
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