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Task 2 Technological Convergence
Task 2 Technological Convergence
Convergence
What is
Technological
Convergence?
Technological convergence is the integration of various devices and systems that may not be entirely related to
each other but they all carry out a specific role in one whole device, i.e. a smartphone uses technological
convergence where it includes devices such as camera, email, social media, web browsing.
New devices and technology usually handle one medium or accomplish some
basic tasks. But through the use of technological convergence, devices can
interact with a wider array of media types.
Pre-Production Stages of An Advertising Campaign
What happens during Pre-production?
Pre-production occurs when a company/ groups of staff begin to arrange the basic elements
of a product. They would often start by listing or documenting the initial ideas alongside with
organising the tasks, projects, milestones, budgeting throughout the course of the project.
Because of the advancement of technology and the digital age, it has become a whole lot easier
for businesses to establish easy yet effective pre-production schedules.
An example of a popular production schedule would be Monday.com. This is an project
management tool that enables organisations to manage tasks, projects and teamwork. Its
versatility and easy access in using management tools helps the manager as well as the team
involved throughout the entire production stages because it clearly allocates tasks within a
given timeframe. Therefore the company can keep up to date of what roles or responsibilities
are happening
During this modern age, people have approached alternatives in film in a much affordable and sufficient way. Advertisers or
those who have an interest in the film industry have found that using smartphones often provide services that specialise in
filming, editing and content sharing. This is an advantage because they don't have to invest in a large budget on filming
equipment since all of the service with a specific role, are put into all in one device. Along with its convenience, it is also a
time-saving factor. Another advantage would be how the smartphone camera are mostly automated, meaning that those
who are not experienced in filming are able to capture photos/ videos without the need of specialist training- the phone
does all the filming adjustments for you.
Ultra HD/ 4K video capability CGI/ VFX /3D
Ultra HD, also known as UHD or 4K is a screen CGI (Computer Generated Imagery) is the creation of still or
resolution type with 3840x2160 pixel (8.3 moving visual content with computer software, which are used to
megapixels. TVs, media players and videos with create 3D generated graphics such as characters, scenes and
Ultra HD show four times as many pixels as other special effects in films, television and video or computer games. It
resolution types such as Full HD. Technologies like is used highly in present day because it is often cheaper compared
televisions that use Ultra HD allows pictures on to traditional methods such as creating miniature models of
screen to have more detail, sharpness, image characters, hiring extras in crowd scenes etc. It is also safer, as
depth, as well as better colour handling. This type certain settings durinf filming would be too dangerous to include
of technology offers a better and immersive large crowds or building, therefore CGI is used to create models
experience. Suprisingly, Ultra HD technology are using computer generated softwares. Examples of those who may
cost effective, meaning that industries can save use CGI include pre-visualisation artists who, are responsible for
money yet have a better, precise picture. creating the first 3D representation of the final visual effects shot.
Those who are in the media industry such as film Basic models and simple programming enables the art director to
will benefit from the use of 4K/ Ultra HD because it start planning and introduce how the camera angles will be placed
allows film production capture more colour detail as well as dicussing other technical and creative requirements.
in shots, extend the zoom range and stabilise Small production team can nowadays use CGI software that
footage. provides various options like special effects, 3D modelling, lighing
Because of technological convergence, production and scene making- app like Goblin Special Effects, Movie Booth FX
team can use phones that offers Ultra HD settings and Video Editor by WeVideo Inc are free to use, which is a benefit
and sharper, precise editing software all in one for production team who have a small budget. Another benefit
device instead of using separate technologies that includes is that production team can reduce the time to take to
may cost more and difficult to use. add it special effect all because of the implementation of
technological convergence
Sound Effects/ Sound Recording
Quality
Sound audio also be stored onto digital hard drive which
Sound effects helps to develop engagement in various scenes, deliver
can be then imported on a video software like Adobe
information and increases production value.
Premiere or perhaps a music production software such
Background and atmospheric audio tells the audience where the scene is taking
as Ableton Live where audio can be edited or altered.
place, theses are essential to a scene as they appeal to audience on a
Usually, audio files can be backed-up and stored via a
subconscious level. Without sound effects, certain scenes will likely feel
USB or Flash Hard Drive which allows production teams
unnatural and out of place to the audience, therefore they are are used to
to access the recordings on most systems. However, in
inform audiences of where the scene is set.
During the product stages of a product, sound engineers are responsible for present day, people are likely to to use cloud back-up
mixing, reproduce and manipulate the effects of sound by using equipment like services (examples include Microsoft OneDrive,
microphones, sound levels and outputs. AppleiCloud or Cloud9) that allows members of the
In bigger filming production, equipment such as studio mono microphones, production teams to access audio file online, and this is
shotgun microphones, stereo microphones and boom poles are used to capture a safer and sufficient option to use instead of using
sound either in a studio or on location. An example of a shotgun microphone physical devices like USB sticks.
would be the AudioTechnica BP4073- this in particular is beneficial for recording
dialogue on location, making sound seem sharper and crisp to hear. Although, An example of an editing software that specialises in
these equipment are proven to be high quality, the downside for smaller sound/ audio editing is Soundly. This allows editors to to
production team specifically is that they are expensive to buy. Alternatively, snall find sound effects that are found in Soundly's clous
production teams could use lavalier microphones- a small microphone which library, whcih can be then tramsfered in a project
allows hands-free operation that are often attached to ties, collars or offer quickly. It also features adding custom effects like pitch,
clothing. Advantages include is that they are cheaper and widely available to buy speed and reverse as well as previewing in real-time,
compared to shotgun microphones. Yet, because of technological convergence, having it instantly apploed to the track when users drag
devices like mobile phone often include an audio recorder are beneficial for it out. Users can install the free option where they can
those who are interested in sound capture. Using a mobile phone to capture access all Soundly features, the Soundly Free Library and
sound makes production easier as they are easier to carry and move around unlimited downloads. Or user can pay for the premium
alongside being cost effective. option, costing $14.99/mo where they can access
unlimited local files, free shop add=ons and 10GB of
cloud storage.
Technological Convergence during the POST-PRODUCTION stages of an One-device-capacity-
What is it?
Advertising Campaign It refers to how much disk space or storage
device it provides. It also calculates how
Types of Digital Software Used
much data a system contains, for example, a
smartphone may have 4GB of data meaning
Free Software:
it has a capacity of 4 Gigabytes.
Open Shot: it is a free editor which include tools such as desktop integration for drag-and-drop, image and audio support, curve-based keyframe animations, unlimited tracks
and layers, and 3D animated titles and effects. The app is also good for clip resizing, scaling, trimming, snapping, and rotation, plus motion picture credit scrolling, frame-
Data storage capacity is measured in bits (b)
stepping, audio mixing, and real-time previews. and bytes (B).
VideoPad: it offers drag-and-drop, effects, transitions, 3D video editing, text and caption overlay, video stabilization, easy narration, free built-in sound effects, and colour
control. It can also change the video speed, reverse the video, burn DVDs, import music, and export movies to YouTube and other similar sites and a variety of resolutions Flash memory cards, for example, offer
including 2K and 4K. storing data and files or storing photos from
digital cameras. An advantage of using this
Paid Software:
is that its small and compact meaning they
AfterShot Pro 3 Photo Editor: Costs £49.99. This is a professional photo editing software, compatible with both Windows and Mac. This photo editor allows you to sort,
are easy to transport from one device to
retouch and export images so that you can print, share or import them elsewhere. Compared to Lightroom, the suite of editing tools offered is much more basic (colour
balance, saturation, contrast, hue, exposure, sharpness etc.) which makes it accessible to anyone, even beginners or students. another, and also easy to connect to mobile
Main Features include: devices through SD slots.
Editing tools: touch up your photo using all available editing tools
Customizable workspace: create your own workspace customizing it to your needs and choose from the different view options
Integration with external photo editor: once you have processed your photo, export it to another external editor
Curves and Levels: Use curves and regions to isolate the area of the photo you want to touch up
Photo management: organize your gallery, add new photos or create catalogs which, thanks to tags and labels, helps you keep them organized and within easy access
VEGAS Movie Studio 17 Platinum: Costs £52.99 including VAT. It combines automated creation capabilities with powerful advanced tools so users of all levels can create
stunning movies. Based on the same technology as the famously efficient VEGAS Pro, the software provides a completely customizable user interface and the fastest editing
process anywhere that allows the user to concentrate on creativity.
On the other hand, modern advertising is far more customer-orientated and customisable. Digital marketing can
easily adopt to changes result it to have no issues with keeping up with the latest marketing trends and interests.
Digital marketing can be found on pretty much every portable device, which also means that marketing agencies
have a greater chance of reaching a global audience.
The most common strategies that are commonly used include:
Email marketing: thousands of people check their emails several times a day, making it a brilliant strategy to
advertise a product or service.
Internet ads: website and online platforms enable advertisers to display advertisement for a price. Examples like
Google ads and YouTube video ads are two large platforms that all ads to be directed to high-targeted audiences.
E-Commerce Websites: sharing the website's URL, stimulates people to click a=on the link where they will be
instantly brought to the e-commerce website where they can browse through the pages and look at the brand's
offerings.
Using social media sites like Facebook, Twitter and Instagram: social media often have built-in data analytics tools
that allows companies to keep track on their success, engagement and ad campaigns.. Hashtag are commonly
found on social media sites which enables businesses to create online marketing trends, thus creating a 'buzz'
among online users.
Brands working with Influencers
Why do brands work with influencers?
Marketing advertisers in this day and age are finding newer strategies to improve the
success of their campaign and to gain a larger interest from the public. They have found a
way to receive this attention by simply collaborating with social media influencers. These
influencers are often content creators that use social media platforms, such as YouTube,
Instagram, Twitter etc, to entertain and inform online users about their lifestyle, interests
personality or tastes, which are often similar/related to theirs.
Types of Influencers