URDANETA CITY UNIVERSITY

URDANETA CITY
BACHELOR OF CULTURE AND ARTS EDUCATION

CREATIVE INDUSTRIES AS CULTURE & ART PRACTICE

( HANDOUT )

WHAT IS COMMODITY?
A commodity is a basic good used in commerce that is interchangeable with other goods of
the same type. Commodities are most often used as inputs in the production of other goods or
services. The quality of a given commodity may differ slightly, but it is essentially uniform across
producers.

TYPES OF COMMODITY
Since there are so many commodities, they are grouped into three major categories:
agriculture, energy, and metals.

 AGRICULTURE

Agricultural commodities include:

 Things you drink, such as sugar, cocoa, coffee, and orange juice. These are called the softs
markets.
 Grains, such as wheat, soybeans, soybean oil, rice, oats, and corn.
 Animals that become food, such as live cattle and pork (called lean hogs).
 Things you wouldn't eat, such as cotton and lumber.

 ENERGY

The energy category includes crude oil, RBOB gasoline, natural gas, and heating oil. Commodities
trading is a big determinant in setting oil prices.

 METALS

Metals include mined commodities, such as gold, copper, silver, and platinum. The London Metal
Exchange announced it would launch futures contracts for metals used in batteries. The exchange
expects there will be a large market for such metals as the demand grows for electric vehicles. 

PUBLISHING

Publishing is the process of production and dissemination of literature, music, or information

or the activity of making information available to the general public. In some cases, authors may be
their own publishers, meaning: originators and developers of content also provide media to deliver
and display the content for the same. Also, the word publisher can refer to the individual who leads a
publishing company or imprint or to a person who owns a magazine. Traditionally, the tern refers to
the distribution of printed works such as books and newspapers. With the advent of digital
information systems and the internet, the scope of publishing has expanded to include electronic
resources, such as the electronic versions of books and periodicals, as well as micropublishing,
websites, blogs, video game publishers and the like. Publishing includes the stages of the
development, acquisition, copy – editing, graphic design, production – printing, and marketing and
distribution of newspapers, magazines, books, literary works, musical works, software and other
works dealing with information, including the electronic media. Publication is also important as a legal
concept.

ADVERTISING
The techniques and practices used to bring products, services, opinions, or causes to public
notice for the purpose of persuading the public to respond in a certain way toward what is
advertised. Most advertising involves promoting a good that is for sale, but similar methods are used
to encourage people to drive safely, to support various charities, or to vote for political candidates,
among many other examples. In many countries advertising is the most important source of income
for the media (e.g., newspapers, magazines, or television stations) through which it is conducted. In
the noncommunist world advertising has become a large and important service industry.
Classification of Advertising – With Categories
Advertising can be broadly classified into the following categories:

I. Product Advertisement:
Product advertising focuses on a particular product or brand. Most advertising is product advertising.
It is designed to promote the sale or reputation of a particular product or brand. For example,
Bournvita, Viva, Horlicks, Lux, Dettol, etc. Product advertisement generally describes the product’s
features and sometimes prices.

Product advertisement is again divided into Primary, Selective and Remainder

Advertising as discussed below:

(a) Primary Advertising (Pioneer Advertisement):

This type of advertisement is used at the time of introducing a new product in the market. This is
mainly used during the introduction stage of the product life cycle. It develops primary demand.

(b) Selective Competitive Advertising:

When a product enters growth stage of the cycle and when competition begins, advertisement
becomes competitive or selective. Thus this types of advertisement is used where there are a large
number of similar products in the market. It specifically highlights how a product is better than that
of competitors.

(c) Reminder Advertising:

This type of advertisement is adopted by companies when they visualise that their products are
moved into maturity and saturation stages (or when sales are declining). The advertiser wants to
keep his product’s name before the public and uses soft-sell advertisements, which merely mention
the name as a reminder. For example, Coca Cola, Limca, Gold Spot etc.

II. Institutional Advertising:

When the advertisement is to create an image reputation of the firm, it is called institutional
advertising. These advertisements are not always directed only to consumers. Such an advertisement
may be directed also at shareholders, creditors, etc. not attempt to sell a particular product; it
benefits the organisation as a whole. For example, ITC, Raymonds, Dabur, Ranbaxy, etc. undertake
institutional advertising, also known as corporate advertising.

III. Comparative Advertising:

This type of advertisement stresses on comparative features of two or more specific brands. This
method is adopted when similar product are fastly appearing in the market.

IV. Shortage Advertising:

When there is short supply of product, shortage advertisement is used, e.g., oil crisis. In this type of
advertisement, new promotional objectives may be incorporated such as (a) educating the people the
most economic use of the product, (b) making appeal to save resources, and (c) to reduce customer
pressure on the sales force.

V. Co-Operative Advertising:
When manufacturers, wholesalers and retailers jointly sponsor and share the expenditure on
advertising, it is called co-operative advertising.

VI. Commercial Advertising:

This is concerned with selling products or ideas to increase the sales volume. It is also called business
advertising.
The following are the different forms of commercial advertising:

a. Consumer advertising—directed at consumers.

b. Industrial Advertising—used for selling industrial products.
c. Trade Advertising—related to trade and aimed at retailers, wholesalers and contractors.
d. Professional Advertisement—related to professions (lawyers, doctors etc.)
e. Farm Advertising—related to farm products.

VII. Non-Commercial Advertising:
This is used by non-profit organizations, for inviting donations, financial aid, etc.

Classification of Advertising – According to the functions

Advertising may be classified according to the functions which it is intended to fulfill:
(i) Advertising may be used to stimulate either the primary demand or the selective demand.
(ii) It may promote either the brand or the firm selling that brand.
(iii) It may try to cause indirect action or direct action.

A. Advertising Based on Demand Influence Level:

I. Primary Demand (Stimulation):
Primary demand is demand for the product or service in question rather than for a particular brand.
The advertising that focuses on Primary demand represents a form of inter-industry competition.
Simply stated, primary demand advertising is intended to affect the demand for a type of product,
and not simply one particular brand of that product. If cigarette manufacturers attempt to increase
the overall demand for cigarettes with an advertising campaign extolling the virtues of cigarette
smoking in general, this would be a primary demand campaign.
Some marketers advertise to stimulate primary demand. Ordinarily, the sponsor is either the first to
introduce a new product o- is an organized group, such as a trade association. When a product is
new, primary demand stimulation is appropriate.
At this time, the marketer must inform consumers of the existence of the new item and convince
them of the benefits flowing from its use. Later, when primary demand has materialized and
competitors have entered the market, the advertising strategy may be altered to stimulate the selec-
tive demand.
Through joint effort, members of a group may accomplish what would be prohibitively costly for any
one of them. Pioneering advertising is aimed at developing the primary demand.
II. Selective Demand (Stimulation):
This demand is for a particular brand such as Charminar cigarettes, Surf detergent power, Rath
Vanaspati or Vimal fabrics. The marketers involved in selective demand advertising attempt to
establish a differential advantage and to acquire an acceptable sort of market.
They do not try to stimulate the demand for the product or service. In this, the advertiser attempts to
differentiate his brand from the brands of others, even though he may also hope, and perhaps
intend, to increase the total amount of consumption of that product. Competitive advertising
stimulates selective demand. It may be of either the direct or the indirect type.

B. Institutional or Product Advertising:

I. Institutional Advertising:
Institutional advertising aims at building for a firm a Positive public image in the eyes of
shareholders, employees, suppliers, legislators, or the general public. In some cases, a company may
use a public affairs programme as part of an effort to improve its image. Institutional advertising
does not attempt to sell a particular product; it benefits the organization as a whole.
It notifies the consumers that the company is a responsible business entity and is patriotic; that its
management takes ecologically responsible action, is an affirmative-action employer, supports the
socialistic pattern of society or provides employment opportunities in the community. Institutional
advertising is often closely related to the public relations function of the enterprise.
Marketers may aim institutional advertisements at consumers or focus them upon other groups, such
as voters, government officials, suppliers, financial institutions, etc. If the effort is effective, the
target groups will respond with goodwill towards, and confidence in the sponsor. Institutional
advertising is also a useful method or introducing sales persons and new products to consumers.
When Indian Oil advertisements describe the company’s general activities, such as public service
work, this may be referred to as institutional advertising because it is intended to build an overall
favourable attitude towards the company and its family of products. Institutional Advertising may be
informative, persuasive or reminder oriented in character.
II. Product Advertising:
Most advertising is product advertising, designed to promote the sale or reputation of a particular
product or brand. This is true whether the advertising is done by a manufacturer, a middleman, or a
dealer, and whether the advertising concerns the product itself or some of its features, such as
service, price, or the quality directly associated with it. Advertisements about Indane Cooking Gas are
a case in point.
The objective of product advertising is to promote particular products or services that the
organization sell. The marketer may use such promotion to generate exposure attention,
comprehension, attitude change or action for an offering.
Product advertising is the type we normally think of when the subject of advertising comes up in a
conversation. It deals with the non-personal selling of a particular good or service.
(a) Informative Product Advertising:
It seeks to develop an initial demand for a product. This form of advertising tends to characterize the
promotion of any new type of product, for its’ objective is often to simply announce its availability.
Informative advertising is usually used in the introductory stages of the product life cycle. It was the
original approach to advertising.
(b) Persuasive Product Advertising:
To develop demand for a particular product or brand is the goal of persuasive product advertising. It
is a competitive type of promotion that is used in the growth period and, to some extent, in the
maturity period of the product life cycle.
(c) Reminder-Oriented Product Advertising:
The goal of this type of advertising is to reinforce previous promotional activity by keeping the brand
name in front of the public. It is used in the maturity period as well as throughout the declining
phase of the product life cycle.

C. The Audience to Which It Is Directed:

I. Consumer Advertising:
Most of the consumer goods producers engage in consumer- product advertising. Marketers of
pharmaceuticals, cosmetics, scooters, detergents and soaps, cigarettes and alcoholic beverages are
included here.
Aside from scooters and cars, all these products are all package goods that the individual consumer
will often buy during the year. Advertisers in this area compete with one another to establish an
advantage for their particular brand.
II. Industrial Advertising:
Industrial Product advertising is another important type of advertising. Industrial executives have
little confidence in advertising. They seem to rely on this form of promotion mainly out of fear that
their competitors may benefit if they stop their advertising efforts.
The expenditure on industrial advertising as a per cent of sales is much smaller than that on
consumer goods advertising. The task of the industrial advertiser is complicated by the multiple
buying influence characteristic of many industrial goods, the derived nature of their demand, and the
fact that many materials lose their identity in the end product.
While industrial advertising objectives vary according to the firm and the situation, several are most
common and most important. These are-to inform, to bring in orders, to induce inquiries, to get the
advertiser’s name on the buyer’s list of sources, to communicate to influential persons in the buying
firm whom the salesman cannot reach, to provide support for the salesman, to reduce selling costs,
to help get items in the news column of a publication, to establish recognition for the firm or its
products, to motivate distributors, to create or change a company’s image, to create or change a
buyer’s attitude, and to influence users of customer end products.
III. Trade Advertising:
This is aimed at retailers, wholesalers and contractors.
(a) Retail Advertising:
This may be defined as “covering all advertising by the stores that sell goods directly to the
consuming public. It includes, also, advertising by establishments that sell services to the public, such
as beauty shops, petrol pumps and banks.” While accounting for a sizable portion of the total annual
advertising expenditure, retail advertising is locally oriented and often poorly planned and employed.
The basic problem confronting it is that store personnel are usually given this responsibility as an
added task to be performed, together with their normal functions. Advertising agencies are rarely
used.
The result is that advertising is often relegated to a secondary position in a retail store. The basic
step in correcting this deficiency is to give one individual the responsibility and the authority for
developing an effective retail advertising programme.
One aspect of retail advertising deserves special mention here, and this is co-operative advertising.
Co-operative advertising refers to a sharing of advertising costs between retailers and manufacturers
or vendors.
From the retailer’s point of view, co-operative advertising permits a store to secure additional
advertising that would not otherwise have been available.
(b) Wholesale Advertising:
Most wholesalers are not advertising- minded, either for themselves or for their suppliers; and their
use to trade advertising is largely haphazard and behind the times. Wholesalers would benefit from
adopting some of the image-making techniques used by retailers- the need for developing an overall
promotional strategy. They also need to make a greater use of supplier promotion materials and
programmes in ways that will be to their advantage.

IV. Non-Profit Advertising:

This advertising is a, growing part of the total advertising picture. It generally aims at fund raising
(“send us a check for Prime Minister’s flood relief fund”), persuasion to action (“get a check-up for
Malaria), and attracting clients (“Hear Indo-Pak Mushaira in your city”).
(a) Public Service Advertising:
This advertising is directed at the social welfare of a nation or a community. While the effectiveness
of the product ads may be measured by a rise in sales, the effectiveness of public service ads must
be measured in terms of goodwill towards the sponsoring organization.
Some examples of public service advertising are advertisements on safe driving, LIC’s ads on the
signs of drug addiction and Forhans ad on gum care. In this type of advertising, the objective is to
put across a message intended to change attitudes or behavior and, as a result, benefit the public at
large. Advertisements on not mixing drinking and driving are a good example of public service
advertising.

THE ROLE OF TECHNOLOGY IN ART

Since the earliest cave paintings, the history of art has evolved in tandem with developments in
technology. In the 15th century, Jan Van Eyck experimented with oil-based pigments, ushering in a
new era of painting. The introduction of photography at the end of the 19 th century changed how
artists see the world forever. More recently, Andy Warhol’s most famous works used screen-printing,
an innovative new technology borrowed from the graphic arts.
Since you’re reading this on Bare Conductive, you then know that technology is moving at a much
faster pace than ever before and artists have a huge range of contemporary media and techniques to
choose from. From 3D printing to interactive installations to conductive paint, artists have found
myriad new ways to connect with the technologically developed world we live in. We wanted to share
some of the most common technologies that artist is utilizing today to give a good perspective on the
rise of technology in art.

3D Printed Art

3D printing or “additive manufacturing” technology has been in development for several decades
now, but it was in the early 2000s that 3D printing exploded into the public view, with the media
reporting on the technique’s potential in the fields of science, medicine, and manufacturing. In 2005,
a growing trend for incorporating 3D printing into art and design was first noted, and this technology
has become increasingly prevalent in art. 3D printing allows artists to create highly detailed and
infinitely manipulable models, which can be presented as artworks in their own right or which can be
used as scale models for a larger piece.
3D printing is used by a range of artists with a variety of unique practices, many of whom use the
available technology in different ways. For example, Romanian artist Ioan Florea uses 3D printed
plastic molds to produce large-scale metal models of vehicles, exploring the role of technology in our
current age of customization.

Interactive Art

Interactive art and installation art have been around since the 1950s, but recently digital
developments have allowed artists to create completely immersive experiences, which the viewer can
interact with on a number of levels.
One pioneer of digital installation art was Rafael Lozano-Hemmer. His 2005 piece Subtitled
Public consisted of a darkened room installed with infra-red surveillance cameras. The cameras
tracked visitors as they moved, and a single verb was projected onto each viewer’s torso, following
them around the room. If one visitor touched another, their verbs would be exchanged, encouraging
viewers to engage with each other as well as with the artwork.

Online Art

With the prevalence of the Internet and our constant visual consumption online, it makes sense that
we’re starting to see artwork, which only exists on the web. Much of this work challenges the
conventions of the art world since websites can usually be accessed by all and are difficult to sell on
the traditional art market. Internet-based artworks have been around since the 1990s when the
“net.art” movement took off. Examples from this period include Olia Lialina’s My Boyfriend Came
Back from the War (1996), a browser-based art experience in which a narrative unfolds as the user
clicks various links.

Augmented Reality

Augmented reality programs use existing cameras and smart technology to add layers of information
and imagery to a user’s view of the world. Augmented reality offers a unique crossover between the
physical world in which we live and the digital world in which we spend much of our time. It’s being
adopted by museums worldwide in order engage viewers (particularly younger ones) with the art and
artifacts on display.

Virtual Reality in Art

Right now, it’s artists working with virtual reality who are really pushing the boundaries of
contemporary art. Authoritative art editorial website Artsy has even argued that virtual reality is “the
most powerful artistic medium of our time”. Mostly achieved through multi-sensory headsets, virtual
reality places the viewer in a completely new simulated environment, where they can look, listen and
interact with a virtual version of reality.

TELEVISION

The electronic delivery of moving images and sound from a source to a receiver. By extending the
senses of vision and hearing beyond the limits of physical distance, television has had a considerable
influence on society. Conceived in the early 20th century as a possible medium for education and
interpersonal communication, it became by mid-century a vibrant broadcast medium, using the model
of broadcast radio to bring news and entertainment to people all over the world. Television is now
delivered in a variety of ways: “over the air” by terrestrial radio waves (traditional broadcast TV);
along coaxial cables (cable TV); reflected off of satellites held in geostationary Earth orbit (direct
broadcast satellite, or DBS, TV); streamed through the Internet; and recorded optically on digital
video discs (DVDs) and Blu-ray discs.

The technical standards for modern television, both monochrome (black-and-white) and colour, were
first established in the middle of the 20th century. Improvements have been made continuously since
that time, and television technology changed considerably in the early 21st century. Much attention
was focused on increasing the picture resolution (high-definition television [HDTV]) and on changing
the dimensions of the television receiver to show wide-screen pictures. In addition, the transmission
of digitally encoded television signals was instituted to provide interactive service and to broadcast
multiple programs in the channel space previously occupied by one program.
Despite this continuous technical evolution, modern television is best understood first by learning the
history and principles of monochrome television and then by extending that learning to colour. The
emphasis of this article, therefore, is on first principles and major developments—basic knowledge
that is needed to understand and appreciate future technological developments and enhancements.