the Artefact 1 - ThinkPad X100e ad

I have finished the 1st artefact questionnaire. And this is about the first artefact.

My friends and I, have helped the OgilvyOne Beijing.,Ltd making this advertisement from last year. And this ad purpose to show how much fun you could get from the new Lenovo X100e laptop. This advertisement is not only show a video, but you can also can control the characters. From this website, you can enjoy changing your characterize by changing different photo frames. It is also the new special function of this laptop. As long as you have a picture in your computer, you could change characters from the website. For example, if you take a photo from your webcam, and just put the picture on the website in different characterize. And then, the program will show you an animated video of your own.

I obey to shoot video clips of the boy. He is my best friend Johnny Shi, a poplar youth actor and singer. But follow the rules of the company, which he is working for, I cannot post the original copy of the video clips.



http://x100e.thinkworld.com.cn/#/?page=Boy


This is an interactive advertisement. The original advertisement is showing advantages of the product and persuading consumers buy it. But this new kind of ad is making consumers real feel the advantages, in order to let consumers are really interested in it. With the development of the digital media, the programming production become more and more variety.

I finally defeated the client project agreement form. I have discussed with my client several times. And I will go to London meet their manager of Retail banking department. They offer to produce a series of adverts to promote theri products, such as credit card, debit card etc.

This is a commercial advert of the Great Wall credit card of Bank of China three year ago. It's good example of commercial drama advert. There are many famous Chinese actors and actresses in this advert. :)

Digital Culture

Digital Culture is a good book for understanding the New Media. It is a new recommanded book on Amzone. I have read several chapters and got some helpful notes.

"Two threads stitch together the global media scene in the twenty-first century. They are the dispersal of digital media-from computers to cell phones to digital television to the Internet-and the convergence of formerly separate media brought about by the digital revolution. "

"Digitization-in production, distribution and reception-transformed traditional media, starting in the mid-1990s: in satellite communications, in recording technology, in a new generation of television sets, in cable television, in radio and television broadcasting, and many more. From high-definition television(HDTV) to multiplexed phones to iPods to satellite radio-all these draw on various forms of industry convergence as well as digital technology. They threaten to break down the borders of older media, and challenge old structures of ownership, control, content and audience uses as well. "

"Digital media share one characteristic that differentiates them profoundly from older analogue forms: each copy of a digital text is not only perfectly reproduced but also perfectly reproducible, unlike the imperfections and degradation involved in copying older forms like audio and videotape."

"Television screens have both expanded and shrunk dramatically, from the increasingly theatre-like flat screens, now part of home entertainment centres, to the tiny windows on cell phones and iPods. The computer screen becomes a television, while television screens hook up with computers. Many former couch potatoes now use their television screens only for playing video games. New programme forms debut from 'mobisodes' and 'webisodes'-television material only available on cell phones or websites-to inceasingly interactive formats that allow views to affect the narrative, as in voting for the next Pop Idol or calling in question to be discussed on air. If we do not like such changes, YouTube and digital production technologies allow us to make our own television. Clearly, the digital revolution is still in progress, and television remains one of its main battlefields."


Michele Hilmes, 2009. A source of information. in Glen C. and Royston M., ed. Digital Cultures: understanding New Media., p46-54 1975. Maidenhead: Open University Press. Ch. 3.

Castaneda, Mari, 2007. The complicated transition to digital television in the United States, Television and New Media, 8(2): 92-106

How interactive kills a film? - Linear vs Non Linear Editing

After today's tutrial with Deborah, I have got new insprition about my research. Because I'm good at editor, my research would focus on how to be a smart editor to recreate a film and tell a story clearly and dramatically.

The interactive of new media gives us a new way to edit a film - the Non-linear editing. So I'm wondering if I could focus my research topic on the advantages and disadvantages between Liner and Non-linear editing.



In the early days of electronic video production, linear (tape-to-tape) editing was the only way to edit video tapes. Then, in the 1990s, non-linear editing computers became available and opened a whole new world of editing power and flexibility.

Non-linear editing was not welcomed by everyone and many editors resisted the new wave. In addition, early digital video was plagued with performance issues and uncertainty. However, the advantages of non-linear video eventually became so overwhelming that they could not be ignored.

In the 21st Century non-linear editing is king and linear editing is widely considered to be obsolete, or at least primitive. This is an understandable attitude considering the advantages of non-linear editing, but we urge you not to be too judgemental. Linear editing still has some advantages:

1.It is simple and inexpensive. There are very few complications with formats, hardware conflicts, etc.

2.For some jobs linear editing is better. For example, if all you want to do is add two sections of video together, it is a lot quicker and easier to edit tape-to-tape than to capture and edit on a hard drive.

3.Learning linear editing skills increases your knowledge base and versatility. According to many professional editors, those who learn linear editing first tend to become better all-round editors.


Although the "linear vs non-linear" argument is often subjective and some editors will disagree with the statements above, there can be little doubt that increasing your skill base is a good thing. There is nothing to be gained by completely rejecting linear editing, and much to be gained by adding it to your repertoire.

The Poster

Balloon

Missing