Task 2

• Technological convergence is a term that describes bringing previously unrelated technologies together, often in a single device. 

• Media convergence is the interconnection of information and communications technologies 

• Pre-production is the stage where you plan what is going to happen at what point. It involves things like storyboarding, budgeting, scheduling, script writing and planning

• A Gantt chart is used in pre-production to plan their deadlines for the project. A Gantt chart is clearly set out so everyone in the production team knows what is happening. Advertising companies use it to have an idea of when shooting, editing, and distribution will take place. It is set out in a table format to make it easy for the team to tick off when done. They use apps such as Excel and Word.

• A storyboard is used a lot by production companies to easily display what is happening. Storyboards do not need to be in too much detail which allows them to make quick changes if necessary. Storyboards go from left to right showing what will happen in each cut of the scene. 

• Budgeting is an extremely important tool used in pre-production to make sure they do not go over the set amount. Going over budget in one aspect can negatively affect the rest of the product. Budgeting includes looking at location, actors, props, advertising, and personnel.

• A web conference will be used in pre-production to get a group of people together to put their ideas together. Working together on apps such as zoom and Mircosoft teams allows the team to work remotely allowing for more access and allows the team more time to plan.

• Using pre-production documents such as risk assessments, location release form, production schedule, and location recce online is so everyone on the production can be given access to the documents and can make changes accordingly. It is especially important when it comes to production schedules as it allows the person in charge to make changes when necessary and everyone can be updated as soon as it happens.

• The production stage is when the content is created. This could include: photographing, filming, voice actors and sound recordings.

• A 4k camera is the generally preferred camera type when it comes to filming and photographing as it is high quality. Shooting with this type of camera also helps with colour branding. The camera is able to pick up a higher number of pixels per image allowing the image to be clearer and more detailed. When downloading the content from devices, 4k cameras ensure that the image comes out clear and does not reduce the quality as much as others.

• DSLR camera, otherwise referred to as Digital Single-Lens Reflex camera, is predominantly used in when capturing an image as the camera allows the user to manipulate the image to an extent before the image itself is taken. The camera enables the user to see a preview of the image before the final shot is taken. This is a positive thing when it comes to advertisers as they can see the image being taken before taking it leading to less inadequate images.

• Advertisers use drones in their action shots to induce excitement in the consumers and allows them to feel a part of the world they are creating. They are used a lot when it comes to wide shots as they can get very high and into areas that may not be accessible by a person with a big camera. Drones are a small flying machine that can be controlled through a remote control or app.

• Smartphones are a good tool to use when it comes to shooting video and images as it is easily accessible and cost effective as most people have one. Smartphones are touchscreen and have built in cameras which means it is easy for anyone to use and it is good for transferring footage as the software allows the user to send things to other devices. However, the quality of smartphone cameras are not always as good as a proper camera, so advertisers would have to keep this in mind when creating the final product.

• A GoPro camera is a small portable device that is used to shoot film. They are usually used by sticking it to a persons head or clothes to show the audiences a person's perspective and gives the shot a more personal feel. They are effective for producers when it comes to filming as it is small enough for people to carry round and not have an issue with a bulky camera.

• Post-Production is the stage after production when all the editing and after affects takes place. This includes: CGI, background music, colour correction and picture editing.

• Advertisers use Abobe photoshop to edit still images because the app is accessible for everyone and allows the producer to edit the images how they want. It has lots of tools for editing all types of images and doesn't take away from the overall quality of the image. The app allows the user to edit the image all in one app instead of having to swap between which could also hinder the quality. This, however, has its limits as the app can only edit images meaning if there is footage that needs to be edited together they will need to use an alternate software.

• Adobe In-Design is used by advertising companies when it comes to more traditional forms of advertising as it allows the user to design a layout for things like flyers, posters and leaflets. It allows the user to put everything into one place and edit all their still images together effectively.

• Adobe Premier Pro allows the user to edit footage and string it all together easily. Advertisers can use this to edit their filmed footage and put it in a timeline order to the producers satisfaction. It has tools that allow the user to edit footage by adding after affects and increase sound quality.

• Adobe after effects is mainly used by advertisers when it comes to editing footage as it is used to create animation and motion effects with as ease. The app works well with other Adobe apps allowing the user to switch between with as little quality decrease as possible. This is good for advertisers as they can use lots of different forms of advertising without having to worry about lower quality.

Since 2000 there has been a drastic shift in technology which has led to advertisers having to adapt and change with it. 

The only type of advertising there used to be was tradional - Print, TV and Radio - which meant when it came to tailoring their adverts to specific demographics they had to use things such as colour, speech and layout to attract the right audience which is in great contrast to now where advertisers can use things like social media to attract the attention of younger demographics. 

Traditional methods are known as passive forms of advertising. This means the audience can not really get involved and they can not easily voice their opinion of the brand easily. With the new age of advertising, the audience has a lot more inclusive and interactive experience when it comes to advertising. A good example of this is on social media; People have the ability to like, dislike and comment on posts to give instant feedback which allows the advertiser to create the most affective adverts going forwards. The audience can feel as though adverts are boring and dull when it is not interactive which leads them to not buy or consume the product leading to a possible fail within the project.

Traditional methods are still widely used today by many companies to allow an older demographic to access the piece of media and can be very affective when made the right way. Traditional methods have also had to grow and change with the raise of technology. Traditional methods are often peoples preferred method as it is familiar and can be easily stored for a later date. However, traditional methods are often a lot more expensive as companies have to pay for their advert to be put on Television or Radio and can be priced differenty depending on when you want it. This could be a big problem for smaller companies as they may not have the budget. More modern adverts are usually free to show as they can post it on their privatly owned social media accounts and generate revenue from this as well. Print media, a popular form of traditional advertising, are not considered interative as they do not allow the audience to feel involved in the making and they cannot give immediate feedback or interact with the content in any way. This is something that has been changed over the past decade with the evolution of QR codes. QR codes are icons that companies can use on print media to allow the audience to scan the code on their phone to take them to a site that may allow them to give feedback or chat with other fans of the content being produced. This is a great way for advertisers to engage their audience and gain instant feedback to allow them to adapt to the needs of the audience.

Key words:

• Technological convergence:What is Technological Convergence? (techtarget.com) 

• Media convergence: Media convergence | Definition, Impact & Examples | Britannica 

Pre-Production

• Pre-Production documents: The 12 Essentials of Film Pre-Production Paperwork - Free Bundle Download (sethero.com) 

Production:

• 4k camera: What Does 4K Camera Mean? Is It A Must-Have Gadget Now? (cameraevents.com) 

• DSLR camera: What is a DSLR camera? Benefits and drawbacks explained (trustedreviews.com) 

• Drone: What is a Drone? Definition & Explanation | My Dear Drone 

• GoPro: GoPro Uses: What Is a GoPro Camera & What Is It Used For? (digitalworldbeauty.com) 

Post-Production:

• In-Design: What Is Adobe InDesign (And What Is It Used For?) | Design Shack 

• Preimer pro: What Is Adobe Premiere Pro? (And What Is It Used For?) | Design Shack