Discuss Technology (U24: P2, M1)

Learning Outcome 1 (U24): Understand the products that are produced within and across media industries

P2 (U24): Explain the use of convergence and then explain the use of converging technologies within an identified sector. 

Within the pre-production stage, new advertising technology has had an impact on the advertising industry primality due to not only the speed at which technology is being used as well as how often it is being used.  But allows aspects of the advertising industry to find a less time-consuming aspect of their pre-production stage to be approached such as finding a location virtually without having to find a way to visit the location in person. 

Moreover, the actual making of the project is made within the production stage of the project.  Therefore, the advertising technology used within this production has had an impact on the advertising industry as stages have been removed whilst looking into the complication of a media product.  Such as the filming of the project, as the technology has improved the downloading of materials has become quicker and more efficient to operate.

Lastly, the last stage of production is post-production, this includes the work done being finalizsed after the filming and recording has taken place.  Technology has had an impact on the advertising industry in regards to the post-production schedule as the little details emended at the end such as sound and effects have been able to be improved on to the development in technology.

The advertising and marketing industry has heavily developed, in order to access mass audiences. Pop up ads feature on websites, which target the user as products advertised directly link back to the dedicated website that the user is visiting - for example YouTube or Instagram. It's important to note that this is more prominent via social media channels such as those mentioned above (along with Snapchat), which links to technological convergence as these can be accessed via black boxes. This is effective as it ensures that audiences are mass targeted and the use of above the line advertising ensures more exposure. Further, pop up ads are tailored to each user to ensure that various products are exposed to them to ensure more sales.

M1 (U24):  Discuss how the industry has utilized developments in technologies.

Discuss how the industry has utilised developments in technologies:

As time passes the way in which the advertising industry operates has changed dramatically.  The technologies that have been utilised within the company have had positive changes resulting in faster and easier technology being used.  An example of this would be in the production stage, filming and editing footage takes up a large proportion of time and therefore is very time-consuming.  The filming of a movie used to be confusing as you would need to back every scene taken and load it onto a computer in order to save the footage. Not only does this take up a large amount of time but it is hard to keep track of and confusing to do in regards to the editing.  Now companies have utilised the developments in technology filming and editing is quicker and easier.  The main contribution is that SD cards provide high capacity memory and store large quantities of footage on the card.  Because of this downloading the videos are quicker now as well as them being able to download together.  An example of this would be a self streaming service such as Netflix. 

Another way companies have utilised the developments in technology are in regards to post-production.  As technology has improved the software that is being used is more sophisticated providing companies with a wider variety of tools in which they are able to use in post-production.  This is due to the apps changing and developing in ways in which films could edit taking up a smaller amount of time and it is easier to edit.  The variety of special effects and soundtracks such as IMovie as they would have a limited selection therefore the utilisation of technology has allowed the production and film to look more realistic and believable as companies are now provided with a wider selection of special effects due to convergence.

Furthermore, another way in which companies have utilised the developments in technology and had a positive impact on their business would be through apps such as Zoom.  This is primarily due to the fact convergence comes into play with this as people are able to communicate together through different devices online and therefore eliminate the need to meet face to face.  By using this online app allows discussions and meetings to take place without having to travel. 

Lastly, the advertising industry has utilised developed technology with the use of QR codes.  This is a type of barcode which is readable by one's phone, which conveys a wide multitude of information.  The advertising industry would use quick response codes as this takes you straight to the website, which is a less time-consuming way to take people to your website.  By using QR codes it allows people to either way adverts, or order items immediately after.  This is beneficial as they are easy to make as well as these being placed too many walls to attracts people's attention.   An example of this would be Apple, as since this business has updated their phones, QR codes are now more accessible and popular and can now be used with no third-party app, therefore are used more nowadays.