a new paradigm: advertising as service
DESCRIPTION
This is my work of scientific iniciation about my research in the field of the impact of digital advertising.TRANSCRIPT
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IBRAHIM CESAR@ibrahimcesar
ADVERTISING AS SERVICETHE IMPACT OF DIGITAL ADVERTISING IN THE USER EXPERIENCE
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IBRAHIM CESAR@ibrahimcesar
WHY?
PROBLEMS ENGAGING THE ATTENTION OF MEN CHANGE, AND THEY CHANGE NOT A RANDOM BUT LARGELY IN ACCORD WITH
THE ALTERING DEMANDS OF SOCIETY AND ECONOMY.
(LAZARSFELD e MERTON, p. 109, 2000)
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IBRAHIM CESAR@ibrahimcesar
OBJECTIVEUNDERSTAND THE IMPACT OF DIGITAL ADVERTISING IN THE USER EXPERIENCE:
CONTEXTIMPRESSIONSOPINIONSWHERE WE ARE?WHERE WE ARE GOING?
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ALBERT-LÁSZLÓ
BARABÁSI
ONCE YOU HAD DATA, YOU COULD BUILD THEORIES. ONCE YOU HAD THEORIES, YOU HAVE PREDICTIVE POWER, YOU COULD TEST AND THEN THE WHOLE THING FITTED ITSELF.
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MARSHALLMcLUHAN
WE LOOK AT THE PRESENT THROUGH A REAR-VIEW MIRROR.
WE MARCH BACKWARDS INTO THE FUTURE.
(THE MEDIUM IS THE MASSAGE, 1969)
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IBRAHIM CESAR@ibrahimcesar
ADVERTISINGDIGITAL
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IBRAHIM CESAR@ibrahimcesar
ADVERTISINGDIGITAL
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IBRAHIM CESAR@ibrahimcesar
ADVERTISINGDIGITAL
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IBRAHIM CESAR@ibrahimcesar
USER EXPERIENCE (UX)
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IBRAHIM CESAR@ibrahimcesar
DISCOURSE ON THE METHOD
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IBRAHIM CESAR@ibrahimcesar
WELCOME TO POST-DIGITAL
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KEVINKELLY
I THINK ABOUT THE DEPENDENCY WE HAVE ON THIS OTHER
TECHNOLOGY, CALLED THE ALPHABET AND WRITING.
(KELLY, 2010)
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IBRAHIM CESAR@ibrahimcesar
RUSSEL DAVIES(2009)
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IBRAHIM CESAR@ibrahimcesar
ADVERTISING AS SERVICE
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ADAM TINWORTH@adders
THE STATE OF BEING IN WHICH YOU ASSUME THE DIGITAL
INSTEAD OF MARVELLING AT IT
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AMIR KASSAEI@AmirKassaei
DIGITAL IS NOT A MEDIUM.DIGITAL IS INFRASTRUCTURE.
(CANNES, 2012)
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IBRAHIM CESAR@ibrahimcesar
ART COPY&
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TOM HIMPE@tomhimpe
ADVERTSING HUNGER FOR IMPACT EXPLAINS THE HEAVY
USAGE OF CLICHÉS AND JOKES THROUGHOUT ITS HISTORY.
(HIMPE, 2008)
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IBRAHIM CESAR@ibrahimcesar
ART+COPY+CODE
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IBRAHIM CESAR@ibrahimcesarCONSIDERATIONS
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IBRAHIM CESAR@ibrahimcesar THE ELEMENTS
OFUSER EXPERIENCE
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IBRAHIM CESAR@ibrahimcesar
PERSONAL EXPERIENCES/INTERACTIONS WITH THE ORGANIZATION/PRODUCT/SERVICE CREATE A GUT FEELING TOWARDS THE BRAND
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IBRAHIM CESAR@ibrahimcesar
USER EXPERIENCE =BRANDING
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JESSE JAMES GARRET@jjg
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IBRAHIM CESAR@ibrahimcesar
ADVERTISING AS SERVICE
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IBRAHIM CESAR@ibrahimcesar
THE DIGITAL UNDERLIES EVERYTHING, IS EVERYTHING.WE NEED TO START THING IN WAYS TO ADD VALUE, HAVE
VALUE IN ITSELF.
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IBRAHIM CESAR@ibrahimcesar
IN THE POST DIGITAL, BRANDS NEED ADD VALUE TO THE USER,
NOT THE OLD PARADIGM OF INTERRUPTION
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IBRAHIM CESAR@ibrahimcesar
MEANINGFUL EXPERIENCES.
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IBRAHIM CESAR@ibrahimcesar
STOP INTERRUPTING.
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IBRAHIM CESAR@ibrahimcesar
START CREATING SERVICES.
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IBRAHIM CESAR@ibrahimcesar
AND THEY’LL THANK YOU FOR THAT.
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REFERENCES
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