Weblink: HUSH
http://raws.adc.rmit.edu.au/~s3161702/HUSH/HUSH.html
Like a thief in the night advertising has crept in to all forms of media discreetly. We can no longer watch anything, hear anything or be anywhere without being subjected to it. Advertising has evolved over time and has been forced to adapt to differing social and technological climates in order to survive. Advertising is changing rapidly, with the current decentralisation and convergence of the media, making online media a new and effective tool for advertisers to explore fresh approaches to marketing. Over the years advertisers have learnt to HUSH to the point where they can longer be seen consciously. Henry Jenkins speaks of a ‘Convergence culture,’ a new media where product placement pervades. Our piece comments on the convergence of media by integrating media and advertising seamlessly. The clip poses itself as a short film entitled ‘HUSH’, leaving the viewer in the dark as to its true agenda. At the conclusion of the film the viewer then has the option to navigate through the space through a number of web links. As you’ll see, the line between media and advertising is now so blurred that it is hard to see at all…
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3 comments
13.06.09 — Natasha Mitchell
(Note to wider public - these comments should be taken in the context of this being a university class exercise! These RMIT projects are very sophisticated, and we welcome much simpler and entirely amateur contributions to Gene Pool too!).
Hi Hush team (Lauren, Kayla, Sara, Putri)
Love the title for this project ... and the titles design too (the shaped hands). Nice one.
Classy production - and technically well realised and mixed. Thought the sound track was an evocative selection.
I was left a bit wanting for other elements or interactivity... went through clicking on as many of the icons you'd included expecting them to link through to an interactive or explanatory element of some sort - your framing statement suggested I might get that at the end of the film...was that referring to the quotes on the click-throughs? Would love some more context embedded somehow, or attached in a blog perhaps?
Nicely done, thanks again for adding to the Gene Pool. And good luck with your next projects. Feel free to add your thoughts here too.
Natasha Mitchell
Presenter + science broadcaster - ABC Radio National
http://abc.net.au/rn/allinthemind
+
Gene Pool coproducer
07.06.09 — HUSH
Thanks for your advice John! We took it on board and have tried to make the text a little bit more direct. We hope you enjoyed it : )
cheers, the hush team
25.05.09 — John Jacobs
You might consider making your text more directly addressed to your web audience. Tell us a little about what the link is, explain what we will get when we click on it. It's a flash web page with different sections you can navigate to see a bit more about the embedded products.
Nice work, thanks for sharing it.
Cheers John
John Jacobs
Pool >> Audience experience & Community contact