an interdisciplinary assay upon internet and social advertising ...

technological improvements, it is now used in multiple fields such as cybernetics, informatics
and nanotechnology. The hybrid fields of work that the effects of communication technologies
created, also resulted in interdisciplinary studies. In a world where information moves in a fast
pace, it is even more important than in the past, that the message is interesting and is based
upon a good idea.
Thanks to the new media and communication technologies, the discipline of graphic design has
now found its “viewer” that was needed since before. Although graphic design was appreciated
in fields like literature, art, cinema, advertising and music, it was mostly seen as a side
discipline. In spite of the fact that it was an important part of the daily life, it was only open to
discussion in design platforms but today; parallel to the new generation’s interest on the
Internet the will to become a participant has increased and that effected the interest in graphic
design significantly. With these developments, the graphic expression language that was
constantly renewing itself, has gained a more organic structure and became a more influential
expressive language for other art and design fields. Also thanks to that interaction, the graphic
design discipline is continuously adding new extensions to its organic structure and forming
new fields of expertise within itself. The graphic language and its extension feeds and is fed
from disciplines like cinema, video and cartoon. Today, we can see samples of graphic
expression in many other art and design forms from interactive media and cyber reality
applications that are now embracing almost every aspect of our lives to movies, from street
exhibits to statues or a theater play. Besides the fact that graphic expression language is now
used as an interdisciplinary platform and has an effective use in other branches of arts and
design, it is also important to note the advances in the internet and the internet technologies in
the manner this language communicates. With the improvements made in production
technologies, the graphic designer is now freed from the time-consuming stages of the process
and has more time to develop creative ideas, to use traditional and new media more effectively,
to gain more knowledge on communication technologies, to be more open to interdisciplinary
work… In light of these insights, this project involving the design and execution of a social
advertising campaign through the collaboration of graphic design and film students, is a project
that has multi-dimensional results that need to be observed and analyzed.
5.2. Internet Advertising Campaigns
As a consequence of globalization, design directed towards mass appeal has started to become
more and more oriented towards a specific group/individual. With the advancing Internet
technologies, it is defining itself in terms of target audience, gender, age, economic status, likes,
needs and wants. Any product or brand can be produced for individual needs and wants and
be promoted by the product’s own target audience. The improvements in the Internet
technologies, Web 2.0 applications, the concept of web semantics, the increase in the speed of
data transfer, the fact that connectivity is now available in almost every single home, office or
school through a computer, the huge market created by the increasing demand for cell phones
with Internet connection and palm pilots etc. all caused advertising to enter the Internet more
thoroughly and with higher budgets.
The brands today use internet advertising campaigns that include multiple applications like
micro web sites, campaign web sites, games (advergame), banners, campaigns designed by
third parties, viral films, mobile applications and alternative “Reality Game” designs… in order
to support the advertising campaigns in traditional media and to reach their Internet using
target audience. This kind of applications increase day by day and present a broader variety
with every single campaign.
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