Why was the advert created?
In today’s ever changing news economy, companies and publications are continuously forced to reinvigorate and recapture their audience’s attention with every move that they make. Many of us know that writing has existed on the wall for quite some time, but realistically many news organizations are still digesting what it means. The folks at The Guardian in London are currently trying to step down off of whatever invented platform that most journalists think they have and are beginning to prescribe to ‘open journalism‘ in which they’re crowd sourcing their readers to learn more about what types of stories should be covered and in what manner.
To have fun with it, their web producers just created a mini advert for open journalism by re-imagening how The Guardian would cover the case of the Three Little Pigs in today’s world via print, online, and social media coverage. It’s meant to be cute and welcoming and does a good job of capturing the imagination of a reader and making them interested in the publication. Now granted, it’s clear they’ve got the resources to pull this type of advertisement off, but they make it work. I can’t think of another publication promoting itself in the digital age this creatively.
STORYLINE - Merges 'old' known fairytale story of "The Three Little Pigs and the Big Bad Wolf" with promoting NEW ways in which the headline can be accessed through NEW technology.
OPENING - The opening image immediately is showing the viewer that the GUARDIAN can be accessed on the web. Having the ONLINE image as the first immediate image, conveys it's hyperbole to the company and it's target audience.
EDITING - The scene when one of the three pigs is arrested in the house, the voice over of the news presenter begins, which quickly is then edited to scene of woman watching the news presenter online. This is showing how quick the GUARDIAN can pick up on the 'Latest Headlines' and how quickly it can be leaked online for viewers to immediately access and get hold of the FULL STORY!
- Cleverly edits to faint image of the 'MSN' icon, with a voice over of the woman expressing her views and opinions about the situation for others to see and agree/disagree.
- Image moves from promoting how people can access the GUARDIAN, showing people using the computer, to the iphone, to then the ipad - promoting all the different ways people can access the GUARDIAN.
- Clever use of a mix of different languages e.g English voices and Chinese voices, this is to show that the GUARDIAN is global, targeted at a globalised audience for other around the world to fill in on the 'Latest Headlines'.
- Footage of the TWITTER page and YOUTUBE video, to then image of the PRINT version of the GUARDIAN newspaper.
ENDING - Quadratic sections of someone using the APPLE ipad, someone reading the GUARDIAN Newspaper, someone accessing the GUARDIAN homepage on the iphone, and someone using the internet. The edits change from the quadratic sections to a multiple of small sections to promote globalisation, and how the GUARDIAN have acknowledged that.
G
WEB/PRINT/TABLET/MOBILE
- WEB: at the front, suggests that it is mostly accessed in today's mediated society - more GUARDIAN readers go on the homepage to find out latest headlines
-PRINT: Second most popular access of the GUARDIAN (also traditional way of accessing recent news)
-TABLET: Otherwise known as the 'ipad' is thirdly the most popular online viewing of the GUARDIAN
- MOBILE: Now connects to the internet, quick easy online access to the GUARDIAN
All NEW technology that is promoted are products from 'APPLE' - this is showing that the GUARDIAN have acknowledged their ONLINE subscribers, and have shown that they are aware of recent technologies and the latest Digital gadgets, which eventually leads to promoting a newspaper that fits in with the WEB 2.0 digitalised environment.
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