The Inkstained Mind: What 4D technology is not...

30 Nov 2011

What 4D technology is not...

No amount of technology (or loose purse-strings) can make up for the lack of creativity. Or cover up gratuitous narcissism, for that matter. Watch.

The world's most advanced '4D technology' used to deliver the world's most impressive damp squib finale... (DJ with alpha-numeric name and vacuous-looking teenagers with smartphones, included)

Or in their words,

Nokia Lumia 800 with Windows phone [...] created an amazing free light show at Millbank Tower, London. Each of the 120 metre high building's 800 windows were covered with vinyl as 16 powerful projectors, stationed 300 metres away on the other side of the river, beamed 3D images onto the structure.

The world's most expensive product catalogue... (giant-ego-in-the-window, included)

Or in their words,

Ralph Lauren London celebrates 10 years of digital innovation by putting on a virtual fashion show that brings it's building on Bond Street to life.

And finally, in their own words... Let there be rock! (real audience feedback, included)

(I am seriously beginning to think that the 'generational gap' exists mostly because smartphones seem to be frying what's between people's ears!)

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WHAT IS ADVERTISING?

It's often called the world's second oldest profession.

But while the scope of the oldest one has changed little over time, the evolution in the way we communicate has had profound impact on Advertising.

In the ancient and medieval world, Advertising meant word-of-mouth. In the 1500s with the development of printing it became a 'paid public notice', disseminating the message to many. And it had Copy & Art.

Then came radio, TV, computer, cable TV, Internet, mobile phones, Internet on mobile, and it's still not done... Even what we perceive as 'change' is changing. Continuously.

So what is Advertising today?

Honestly, I don't know.

But I do know from a dozen years evolving with the business, that Advertising is most valued when it can make a tangible difference for the advertiser.

That has not changed. And probably won't.

UPDATE: Nothing's changed. But in a way, everything has.

As you see, my focus has shifted - evolved in a way - to a larger canvas. The shift or evolution was gradual, and may be have been discernable to the more observant reader.

While I was delving into the influence of media in society to better understand how perceptions are created, evolved and disseminated, I chanced upon a thread of knowledge that I frankly never knew existed.

My conclusion is that a deep pool of awareness and consciouness exists beyond the shallow narcissistic boundaries created by the convention view of social media and the Internet.

My aim is to send my readers down any path that can lead to this quenching pool.