So, another week just flew by and we are already in March! Let's just hope we all do well in our mid-terms! This week in COM 125, we got to explore the world of multimedia. Basically, multimedia is a communication platform supported by all the elements of audio, video, text, graphic and sound put together by the processing power of the computer. It is a pretty vague definition because well, lots of things can fall under multimedia. Computer games, educational software, marketing and virtual reality are just some of the few communication mediums that make use of multimedia.
Like me, you might find yourself asking, what so good about this multimedia thing anyway? For one, using the strength of multimedia can make your message or product more engaging. By making use of the visual, aural and physiological senses of your target audience/consumer, it is almost automatic that that they will be captivated by this platform. By providing a strong cognitive content, you will also increase the emotional affective appeal of your media and therefore making this multi-dimensional experience even more unforgettable.
Take 3-D rides for example. When I was in Universal Studios in LA couple years ago, I took a ride titled 'Back to the Future'. It isn't a new attraction but I'm sure everyone knows the movie of the same title and the 3-D ride is based on that movie. This ride isn't the usual roller-coaster type, it is one of those virtual rides where the 'car' moves up, down, left and right in a stationary position with a projected screen showing you are headed. Even before being on the ride, you are already greeted with an array of realistic laboratory props that trigger the visual senses while queuing up. Computer screens and video monitors are all around and they don't explain, but instead make you be part of the story which can only be completed when you complete the ride. All this build you up for the real deal and when the ride comes, I guarantee that 99% of all living beings will be blown away by what this attraction has to offer. Two words: sensory overload! (In a good way!) Of course not every message or product have to be made into a 3-D ride, but this illustrates the captivating and persuasive power of good multimedia.
In terms of marketing communication, a corporation that uses multimedia and is my favorite is sporting brand Nike. Nike's marketing campaign has a modern, sleek feel about it and it is consistent in the design of their advertisements, products and consumer outlets. Visually, their posters features text that define the spirit of competition and sport straight to the point and graphic display a soccer or tennis star caught in the midst of action. Their television ads feature real life soccer stars using and testifying for Nike products which makes audiences want to use Nike products too. In computer games like FIFA 09, players in the game are also using Nike products! So you are not only just visually and aurally being exposed to Nike, but in an alternate reality, you are using them too!
From shops, to posters, to TV ads, to games, Nike have covered them all to ensure that their potential customers are surrounded and engaged in a multimedia world of text, graphic, sound, video and gameplay. There are questions probing whether this overwhelming method is ethically good or bad for people, but whether good or bad, it is definitely effective.
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