In the recently released movie "Out of Control", the background of the story is set in a game called "Liberty City", in this virtual city, only players wearing sunglasses can see the real world of this game, while NPCs without sunglasses will think this is just an ordinary city.
Some film critics believe that this unique "sunglass stalk" may be a tribute to a niche sci-fi film in 1988 - "Extreme Space". Also wearing sunglasses, what the protagonist can see in this film is the principle behind things. When you see the door of a mall, the words "Buy" appear; when you see an office, "Work 8 hours" appears, and the film reveals the socially constructed conceptual laws behind many things people are accustomed to.
If you apply this interesting metaphor to real life, the results are especially thought-provoking. At the moment when we are surrounded by various technological black boxes, if we put on such a pair of sunglasses and focus on those technological products that have long been inseparable from our daily life, what will we see? On the top of mobile phones, computers, headphones, and bracelets, will there also be a line of text that we have never imagined, reflecting some artificially written truth?
This issue of All Media (ID: quanmeipai) will also try to wear a pair of "sunglasses" to explore the advertising and marketing secrets hidden behind the products. When we naturally pick up the technology products at hand, have we ever wondered: How is our perception of these products formed?
1. Advertising: Instructions for use of technology products
In the highly mediated modern society, the mobile phone can probably become the most representative technology product. The functions of mobile telemarketing list phones cover almost all aspects of life. We use it to make calls, use it to take pictures, and use it to navigate... "The medium is an extension of people", McLuhan's popular remarks have been most apt on mobile phones. verify.
However, a simple look back in history reveals that some of the features required by today's mobile phones were initially completely absent from this technological product. Until the 1990s, the core criterion for measuring the pros and cons of mobile phone products was still good instant communication quality, and now one of the most important factors when people buy a mobile phone - taking pictures , was introduced in 2000 with Sharp's first built- in mobile phone. The new features of the camera phone J-SH04 appeared only after the introduction .
From an instant messaging tool to an "instant camera tool", where did people's demand for mobile phone photography come from? How is the importance of the camera function in people's daily life shaped? Back in life, it is not difficult to find that advertising plays an extremely important role.
Although most users cannot tell exactly how a technology product works, they have a near-natural understanding of how to use these technologies and in what scenarios. The source of this cognition, in fact, often comes from the guidance of advertising .