an interdisciplinary assay upon internet and social advertising ...

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Today web as the new media also took the traditional media in its own realm. Files sized with thousands of megabytes are transferred from one corner of the world onto another, in very short times. Motion, interactivity, the idea of staying connected to the whole world simultaneously and audio are the main elements that make the web so special. When compared with the traditional media, another difference that comes to mind is the broadcasting costs. It is free to broadcast on a social network, blog or photo and video sharing site on the Internet. That is why the Internet is the most appropriate medium for social advertising, which doesn’t have any king of revenue expectation. Because of the global financial crisis, Internet has become the primary tool to carry on a campaign unlike in the past, where the Internet was usually a secondary vehicle to support the traditional media. 5.2.1. Viral Film Considering the fact that motion is a method used to increase Internet advertising’s appeal, it is unavoidable that video becomes a tool serving that same purpose. As the Internet technologies advanced, video applications started to be used for Internet advertising and examples of experimental videos emerged as a way to avoid the ordinary. The video’s appeal is the primary factor in increasing its sharing by bloggers and social networks. The name viral (viral expansion) is based on this definition. Viral films, as part of their nature, are predicted to be the fastest tool to circulate social ads. In order for this to happen, it is highly needed to have an authentic and creative idea that is executed via an effective visualization. 5.2.2. Guerilla applications and blogs The word “Guerilla” has its roots from Spanish. When the Spanish people showed resistance against Napoleon between 1807 and 1814. Guerilla, meaning the war of the gangs, can be seen as the weapon of the poor and the weak. It was first used by Jay Conrad Levinson in 1984 to define unconventional advertising methods like theatrical street performances, brochures, direct mailing, methods that were mainly used by amateur agencies as an alternative to mediadependant advertising strategies. However, in the past years, bigger companies have noticed the effects of these tactical advertising methods and transformed this strategy into something more grandiose. Ironically, the tactics called “guerilla” were mainly designed for start-up, lowbudget ad agencies that wouldn’t be able to allocate high budgets for a 30-seconds long spot to be broadcasted on national media channels. The advertising work produced through the use of guerilla tactics communicate with the viewer right on the moment they are executed and via the transfer onto the Internet. Because they involve unconventional ideas and more eye-catching executions than the traditional media, their viral circulation rate on the Internet is quite high. This characteristic of guerilla tactics, has caused them to be an important step in Internet advertising campaigns. Unlike web sites that require knowledge of programming, domain names and web designs, blogs that are available to anyone for free, have become another media for Internet advertising. Especially after the economic crisis, blogs have provided substantial income for their writers. Blogs that have the fulfill the required hit and visitor count, can use applications like “adsense” without even interacting with the advertiser on a one to one basis or they can use text-style ads called “adwords.” Besides these, blogs are also used in “blogadvertising,” as a supporting medium within the ad campaign to write news about the brand, to spread the viral films and to announce the campaign. 283
The appeal and the high viewer ratings of guerilla tactics made them an effective choice for students working in this project. Similarly, it was also thought that blogs that value their hit counts, would not be indifferent to successful guerilla applications. 5.2.3. Social Networks Picture 2. Blog The visitors of a web site have become the web site’s participants or writers through the Web 2.0 applications. In Web 2.0 applications, whether they are big or small, all participations are encouraged from the classification of the content (tagging) to making it richer. This directory of applications that bring the user interactivity to the highest level, has become one of the major tools of the new media. Web 2.0 includes; social networks like FriendFeed, Wikipedia, YouTube, flickr, del.ici.ous, Ekşi Sözlük, piili network, Facebook etc. and social bookmarking sites or applications they use. Due to their structure, the social networks have created their own masses. The social networks that offer a limitless data transfer, show a broad range of variety thanks to the advances In internet technologies. Users can now share different tools like photo, 284
Page 1 and 2: AN INTERDISCIPLINARY ASSAY UPON INT
Page 3 and 4: 2. OBJECTIVE The basic objective of
Page 5 and 6: concept to define a various range o
Page 7 and 8: and artistic developments that infl
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Page 13 and 14: CONCLUSION Picture 5. Friend Feed,

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