About this Project
By Ellyse O'Halloran
In a world where the Internet is so integrated into society and accessible at our fingertips there are noticeable changes occurring in the way individuals send and receive information whether it be news, entertainment or communication. This digital age of new media means consumers have on-demand access to interactive content anytime, anywhere. Traditional media such as broadcast and print have long been the primary mode of Mass Communication. Newspapers, television and film, for example have been used for many years as a means to disseminate information, news and advertising. However, with the rise of Social Media and interactivity on the web it is evident that the Internet is an appropriate medium to cultivate dissemination through Electronic Word of Mouth.
Advertising is the marketing of a product or service in a persuasive manner that encourages the audience to become consumers. Advertising takes place through mass media so it is important for advertisers to track the behaviors of an audience. As consumers attention shifts to New Media, so should advertising strategies. The internet is a global platform and this means that creators are now able to disseminate content on such a scale. If a YouTube video, for example, goes viral, chances are it has been viewed by people from all around the globe. For this reason, Our study takes a look at the immensity of this platform on a global scale rather than focussing on a specific region.
Our study examines different forms of advertising in the online world and the strategies that are employed to appeal to digital natives. This site examines various forms on online advertising such as branded entertainment (sponsored videos, articles, etc.) and online branding (social media accounts for brands) and aims to decipher what makes these campaigns successful.
Since advertising on the web is a particularly new phenomenon, it is important to examine the concept of advertising as well as the difference between traditional media and new media. We’ve also taken an investigative look into Social Media Advertising and examined how viral dissemination plays a role in the success of an advertisement. But who are these digital natives that engage with this content? The majority of consumers are young people and it is important for advertisers to understand this target market in order to encourage Electronic Word of Mouth to spread the word about a company, product or service. We have also taken a look at certain examples of viral videos that are also advertisements such as ‘First Kiss’, ‘Look Up’ and ‘Kony 2012’.
About us
By Christine Luong
Ad Women is made up of five girls passionate about the ins and outs of the advertising scene within social media. Our investigation takes place within the context of RMIT Media Industries 1, where we were asked to devise a question that would be pertinent to the future of the media industry. Our group was founded on the notion that we were all intent in investigating the ways in which new media has changed the way that content is shared. We had a particular interest in how this involves social media, and how it affects consumers.
To contact us regarding our project, feel free to send us an e-mail to Christine at s3381602@student.rmit.edu.au
To view the slideshow we did on June 5th, download the file here.
Note: This website is an educational project and that any included quotations, images and/or audio-visual clips are included for either education purposes or criticism and review