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Multimedia Case Study

posted Jul 10, 2009, 10:00 PM by Unknown user   [ updated Jul 16, 2009, 4:24 AM by Eddie Woo ]
According to Mr Woo, Advertising Campaign and Subject Promotion would overlap in commercial multimedia.
  
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Although I do not see how television broadcasts are multimedia systems, I guess that they are multimedia products that show how the information system that created them used each media type.
 
Officeworks Advertisements (television broadcast)
 
Officeworks uses television broadcasts to advertise various discounts available. In its advertisements, information displayed as text is kept to a minimum, used for important details such as the name of the store & product (which are also best displayed as text). Unnecessary or 'unappealing' information is not shown. This is effective as the information is probably the easiest to absorb while in this form, and the information can be more noticeable because people will not have to filter through other less important text. These are all important in getting the main message across to the audience.
 
Numerical data combined with text data are used for dates to show when the sale will be on. The price of the product, & sometimes the percentage of the discount, is also written in numbers. These are all usually written as numerical data, & this is an effective way to show exactly how cheap a product has become, as people are probably going to be faster to respond to the information in numerical form.
 
Although this is a video, there are still images in the broadcast that serve more of the purpose of images than animation or video. These have some decorative purposes to make the presentation more appealing to the audience so that they keep watching. However, it is more effective in showing people the product - people like to 'know' what they are buying, and letting them see the product allows them to familiarise themselves with it. Aesthetic appeal may also tempt the people. Purely knowing the name of the product and its price probably will not have quite the same impact. There is also some animation, such as the 'rotation' and the images moving onto the screen, that make the presentation more interesting to watch.
 
The whole broadcast is a series of images and an accompanying audio recording, so it is a video. The audio component provides basic information & is also used to place emphasis certain pieces of information (the information that is most likely to appeal to the audience) - for example, prices and discounts are announced. This also has another use - when people cannot see the presentation, they can still get the information by listening to the sound.
 
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This website promotes National Tree Day & planting trees. Text includes the details that may appeal to people, and is also used to summarise the content on some of the linked pages. As there are lots of different pages & text data on the site, this is convenient for visitors as they can get an idea of what the page is about even before they get there. It is also used to describe various images that are uploaded on the site - the image is given meaning, & the two combined can get a message across more effectively. There is also a lot of data on the website, so text is suitable as it does not require a very powerful computer to process.
 
Numerical data are used for dates, as is usually the case. It is also used for the hotline. Other uses include figures (e.g. how many volunteers). These uses are all effecitve ways to use numerical data, as the information of this kind would usually be in numbers, & visitors would be probably be faster to absorb the information in this form.
 
Hypertext is used extensively, and it is used very effectively for navigation. There is a sidebar with many links - there are lots of relevant information & pages - that allow people to navigate all the links. This allows the text to be categorised & separated so that only a certain amount is needed to be shown on one page. The links are also labelled so that people know where they are going. There are many pages, & so the other pages are also hidden under categories in the navigation. This keeps the length of the sidebar in check & only the pages that are likely to be relevant are shown, & the page is not slowed down by having to load more data than are needed. It is also used on the FAQ page, which contains a list of questions. Users can easily select the question they want answered & get to the answer without having to filter through all the irrelevant information.
 
Images add visual appeal to the page, & is used to show end users what actually happens - although this can be explained in words, but images can convey the message more effectively. As the images tend to draw attention, it is effective in highlighting important information. It is also used in hypermedia - some images are linked to other pages. Google Maps is also embedded into the website, which is must more effective to display the location information than text - it is faster to see at a glance, & people can see which sites would be more suitable for them (if they did not know the text names of the area, they would have to check things up). There are some photographs in the Gallery that also show people what National Tree Day is like. Some of the How To Guides also have images - the text can be confusing in places, but the images make the instructions more obvious & easier to follow. It also makes the page more appealing & readable, which is important as they are promoting National Tree Day to other people.
 
Videos were used around the site for various purposes. One of these was an interview with Jamie Durie, which would be more interesting to watch than reading a transcript. Although this could have been an audio, people may easily become distracted as they have nothing visual to focus on. There is also another Lorax video that appeals to children (who are unlikely to be attracted by other media types).
 
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This website advertises the new Harry Potter movie. There is not much text initially except for the title, other relevant details, the small 'Menu' in the corner, & details at the bottom of the page (insignificant compared to the rest of the website). It is generally used when needed, & only sparingly on each page. Everything is succinct, & most of the page is still dominated by the image. The use of text was effective because it was the best way to provide all the data - it is easy for the computer to process, & people can review the information at their own pace. Text was also used as the page names so that people knew what the pages were about.
 
There is little use of numerical data, although its use in dates was effective because end users can quickly absorb that information.
 
Hypertext gives users some control over the information they view on the website. There were also many pages on the website (although they were not long), & hypertext allowed all that to be categorised & linked so that people can easily access one page from another related page. Information could be separated so that people only read through the information that they want to read & not have to go through too much useless data in between.
 
Images provide visual impact throughout the page (all the backgrounds are images, even though they move when the mouse moved). The product being advertised is a movie, so naturally it would be helpful if people could get a feel for the movie to see if they would want to watch it. It would be impractical to load the pages with trailers, so images are the best replacement - people actually see what the movie is probably like, without having to scroll through paragraphs & paragraphs of text (which will not even describe very many aspects of the movie). This is effective as image is the only other type of data that has an impact visually. If the images appeal to the user, then they would realise that the movie probably would as well. It is also used in hypermedia as links to the downloads (posters, etc.) & the larger versions of the images, so that people can select the graphics they want without having to download a full version of each one.
 
In the background, there is the soundtrack of the movies playing, which draws attention & maintains interest in the site.
 
When the page is first loaded, there is animation (swirls morph into the words, background & trailer), & there is also animation every time another page is loaded, which makes a smooth transition between the pages & keeps the audience interested. The background also moves with the cursor. All the movement makes the website more interesting.
 
There also some trailers of the video on the website. Interesting parts of the movie are put into the video, given a reason for people to want to watch the movie (because the trailer looked good). It can influence people's decisions to see it, & it is quite effectively done as it is put where everyone would be able to find & see if (if they chose to). This is important for advertising, & is also an effective use of video data, because no other medium can exactly show people what the movie looks like.
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