This unit asks: in light of new media developments and digital culture, what does the form and content of advertising look like in the future?
We are seeing an emergence of new types of advertising knowledge through new creative practices that exploit the combinatorial and remix affordances of computational and networked technologies. Ad products and services like 'creative data' and new jobs named 'creative technologist' - what do they mean? How has creative direction evolved in this new media environment? And the proliferation of source material everywhere (data) means that everyone have the means to explore and play with the answers. How can studying new media help us to re-think and re-fresh advertising practice? How do advanced networked and mobile communication systems enhance (or constrain) advertising practice? These are the questions that underpin Creative Laboratory: a space in which you are to experiment, make content and engage in practice-research in an area that you find exciting or interesting. And to help your creative juices flow, we will draw from an interdisciplinary range of sources such as new media studies, internet theory, visual culture, aesthetics and their underpinning philosophies.
Welcome to Creative Lab.
Dr Cui Su, Course Leader
LCCMAd: MA Advertising 15/16
London College of Communication
Lev Manovich, 2001 "What is New Media?" In
Florian Cramer, 2015. "What is post-digital?" In
A History of the Web's First Banner Ads"
Lev Manovich New Media from Borges to HTML
Jorge Luis Borges's "The Garden of Forking Paths"
Janet Murray's "Inventing the Medium"
Podcast History of "The Web's First Banner Ad"
What is Workflow? Workflow is a portfolio system which allows you to create custom web pages, and gives you complete control over page sharing. You will use Workflow for documenting your projects this term, collaborating, or sharing work in progress privately with friends or a tutor. You will also be submitting your final work for assessment via Workflow.
To do before attending this session: click on the workflow link above and sign up for an account.
Housekeeping: assessment briefs and submissions.
Getting into small groups and setting up your workflow spaces
Discuss the following:
1. Identify recent advertising outputs or artifacts that reflect the new media or post-digital characteristics outlined by Manovich and Cramer? After reading Manovich and Cramer, where would you put the advertising category of creative data on the spectrum between new media and post-digital?
See also Study Trip below.
Readings:Patricia Clough "The Philosophical Carpentry of the App: Criticism and Practice"
Homework: A creative data approach to the question 'what is creative data?' A print handout will be provided on the day. Be ready to take notes and take photos
This would be an initial lecture / interactive session and would cover:
- How agencies work
- Key success factors
- The importance of finance
Structure; 45 minute lecture, Quiz, workshop session (team work) on key points, seminar session to discuss these and setting of ‘ homework’ task to prepare for 2nd session
Stefan Sonvilla-Weiss, 2010. "Mashups, Remix Practices, and the Recombination of Existing Digital Content" [See Moodle]
Monica Tavares. 2015. "Digital Poetics and Remix Culture" [See Moodle]
Lev Manovich's Software Takes Command, Chapter 1 and 2:
2016 may be the year of VR or wearables or… but that just goes to show how much "apps are the new normal". A few years ago every new year pundit and academic was proclaiming the move to small packages/objects of code, locked into walled gardens was the future, now perhaps the app economy is so entwined with the digital economy, such distinctions/hype are irrelevant. If so, all the more reason that we as advertising professionals should understand the affordances of apps, how they work and what the implications are. We should be able to map the app across techno-capitalism and remix/improv culture and the glance economy so we can advise our clients and develop communications solutions for them. This workshop explores some of those issues by building an app. Through a step-by-step process we will build a "web app" and along the way trace issues of globalisations, data, technology, objects and power. Bring your laptop and an HTML editor (http://brackets.io/)… and your critical eye.
Caplan, P., 2015, The app-object economy: We're all remix artists now, First Monday, 20(5).
Patricia Clough, "The Philosophical Carpentry of the App: Criticism and Practice"
Programmable Web, "What are APIs and how do they work?"
Caplan, P., 2013, Software Tunnels Through the Rags 'n Refuse: Object Oriented Software Studies and Platform Politics,
Paul Grainge and Catherine Johnson. 2015. "Television: Transmedia Promotion and Second Screens" In
Bryan Alexander, New Digital Storytelling. Chapter 2 and Chapter 9.[see Moodle]
Ian Bogost and Nick Monfort's "Platform Studies: Frequently Questioned Answers"
At the end of Session 1, you'll be set a Brief… This session will be a crit. Remember this is practice hyphen research, it doesn’t matter if what you have built is ugly, doesn't work or is just plain rubbish! What matters is what you learned by delving into code, APIs, the materiality of the Internet and… well everything else. So bring you app but also bring your notebook.
This would be an interactive session where teams are given a number of tasks to complete in order to establish a new agency. This session will build on the information and discussions in session one and on the research that students have had to complete. At the end of this session they will have looked at some of the fundamental factors needed before setting on an agency.
Ritchie, J. 2014. "The Affordances and Constraints of Mobile Locative Narratives". In Farman, J. The Mobile Story: Narrative Practices with Locative Technologies New York: Routledge, Part II, Chapter 4. [available as ebook in LCC library]
Sherry Turkle's Alone Together, Chapters 8 & 10.[Available as e-book in LCC library]
Gordon, E. 2008. "Towards a Theory of Network Locality". In
IAB's white paper,"Location Based Advertising on Mobile"
Nathan Jurgenson's The Disconnectionists"
Middleton, C. 2007. "Illusions of Balance and Control in an Always-On Environment: A Case Study of Blackberry Users" In
Brand Storytelling Trailer: Coming Soon ……Much of what brands communicate goes into mental “attention spam”: filtered out before it gets a chance to reach consciousness and consideration.Tas will be running a session on Wednesday February 10th at 1pm. He will talk about why in a world that is DRIP [Data Rich, Insight Poor] brands and agencies need to move from Messaging to Massaging and understand the rules of storytelling. He will be showing some examples of how to do it and then encourage you to apply it to your current project.
Tas worked for over 15 years as an Account Planner in ad agencies such as BBDO, DMBB and Euro RSCG and on international blue-chips from Amex to KFC, Peugeot to Ford, Glenfiddich to Unilever on big strategic and comms issues.
Hudson Moura's "Sharing Bites on Global Screens: The Emergence of Snack Culture"
Creeber, G. 2013. "Web TV: The New Small Screen" In
Introduction to course brief and Branded Content
Refresher on filmmaking
Develop script ideas for film
In the third session (another workshop session, with presentations and group work) the idea is to take the ‘business’ teams have created in part 2 and start to market their agency. This will require them to get creative and ‘brand’ their agency, to work out its positioning and then to build a credentials presentation during the session (in PowerPoint, Prezi or similar) and make a presentation to a prospective client to conclude the session.
Joseph Reagle, 2015. "Following the Joneses: FOMO and conspicuous sociality". In
The New Inquiry, "Tinderization of Feeling"
Guy Debord's Society of the Spectable
Preproduction including: scheduling, hunting for location, production design
Finalize scripts and shoot as homework
Kampmann, Bo. 2003. "Playing and Gaming: Reflections and Classifications" In
Ian Bogost, 2010. "Advertising" In
Juho Hamari, Kai Huotari & Juha Tolvanen. 2014. "Gamification and Economics" In
Mcgonigal J. 2011. "What exactly is a game?" In,
Working collaboratively in small groups, create a branded multi-media story or campaign that would include the use of a mobile application. The creative and media strategy for this story or campaign should be created as a multimedia 'specification document' that includes no less than 3000 words, aimed for use by creative technologists and / or techie creatives.
Some questions to think about for the 3000 words:
what opportunity or problem are you responding to?
what new media objects (elaborate on both form and content) you are proposing?
what is your strategy?
drawing from your lectures, which new media techniques or approaches does your story or campaign demonstrate?
what are the cultural and technical 'layers' and how they work with each other
who is your target audience?
what kind of user/audience interactions and behaviours are you anticipating
Choose ONE from the following essay questions:
1. What is creative data? Discuss the potentials and dangers of creative data on advertising creativity.
2. Critically evaluate the notion of interactivity in relation to advertising campaigns. Elaborate on this using clear examples.
3. Give a critical discussion of branded content and its cultural significance. Support using clear examples.
4. What is the difference between play and gamification? Discuss this in relation to their applications in advertising.
5. Critically discuss the technological and cultural affordances of locative media and what they mean for advertising creative development.
Remember: treat this as an academic essay assignment and you are writing as an objective practice-researcher. Your essay should demonstrate a clear argument, critical thinking, reference both academic literature and industry sources and your ideas should be organised clearly and coherently.
Mail: Cui Su