Digitization has impacted the creative arts since its inception and has even driven most sectors to where they stand today. Digitization is the conversion of information to a digital or binary format so that it may be processed by a computing device, making it easier to access, share and preserve (Whatis, N/A). The digitization of information enriches its quality, has made it possible to store in compact forms and enables it to be shared instantly. Advertising can more easily reach the masses and digital selves borderline immortality. Advancements in technology have seen the entertainment industry thrive in spite of also causing damage to sales. Computer Generated Imagery (CGI) has ushered in a new era of deception, warping reality and even creating new ones. In filmmaking, the line between imagination and reality has all but disappeared. Advertising can at times create controversy over what is an acceptable level of illusion. Even when informed, however, our vulnerability to accepting distorted realities seems to endure.
Table of Contents
1. INTRODUCTION
2. ADVERTISING
3. PHOTOSHOP
4. FILM
5. CONCLUSION
Objectives and Topics
This work examines the transformative impact of digitisation on creative and cultural industries, specifically focusing on how digital tools like Photoshop and CGI have reshaped advertising and filmmaking by blurring the lines between reality and illusion.
- The evolution of advertising from informative to emotional and conceptual tactics.
- The ethical concerns surrounding the digital manipulation of images and human bodies.
- The advancement of CGI in film and its role in creating realistic new worlds.
- The legal and cultural implications of using digital technology to resurrect deceased celebrities.
- The general relationship between technological deception and audience perception.
Excerpt from the Book
PHOTOSHOP
Adobe Photoshop is ‘the software product that redefined creativity in the digital age’ (Digital Photography Review, 2010). First released in 1990 (Digital Photography Review, 2010), Photoshop is the invisible hand that touches everything around us. From advertising and commercials to the front page of magazines and political propaganda; going through motion pictures and art, Photoshop is everywhere, pushing the limits of reality, and morphing the world around us to fit what companies want us to believe, buy, and enjoy. Back in 1987, when Tom and John Knoll created it, nothing could have predicted the deep impact this tool would have in our lives. At that time, there was photo manipulation, but it was reserved to a knowledgeable few, using airbrushes—which required a lot of expertise—and the first Quantel paint boxes—which required lots of money and training. Image editing became accepted as a tool, and as the power of the machines increased, everything started to become possible for everyone. Photoshop became the new inexpensive way to create new realities and alter the world surrounding us.
Summary of Chapters
1. INTRODUCTION: Provides an overview of how digitisation has fundamentally impacted the creative arts and the entertainment industry since its inception.
2. ADVERTISING: Analyzes the shift in advertising strategies from providing factual information to utilizing sensory, reality-altering illusions to persuade consumers.
3. PHOTOSHOP: Discusses the profound influence of image manipulation software on modern culture and the ethical challenges regarding the portrayal of human bodies.
4. FILM: Explores the role of CGI and motion capture in filmmaking, documenting the industry's ability to create hyper-realistic visuals and the practice of digital resurrection.
5. CONCLUSION: Summarizes how digitisation has expanded creative tools while warning of the risks associated with the indistinguishable nature of fabricated realities.
Keywords
Digitisation, Advertising, Photoshop, CGI, Film, Illusion, Reality, Digital Manipulation, Special Effects, Ethics, Consumerism, Motion Capture, Representation, Media Influence, Creativity.
Frequently Asked Questions
What is the core focus of this work?
The work focuses on how digitisation has revolutionized the creative and cultural sectors, specifically addressing the psychological and cultural impact of image and reality manipulation.
What are the primary themes discussed?
The main themes include the evolution of deceptive advertising, the widespread use of digital editing tools, advancements in cinematic CGI, and the ethics of digital immortality.
What is the primary research question or goal?
The goal is to analyze the extent to which digital technology has enabled the creation of artificial realities and what consequences this has for audience perception and industry ethics.
Which scientific or analytical methods are used?
The paper employs a qualitative analysis of industry history, current media trends, and technological milestones, supported by existing literature and case study examples.
What topics are covered in the main body?
The main body covers the transition of advertising tactics, the cultural influence of Photoshop on self-image, the history of CGI in cinema, and the commercial use of deceased celebrities.
Which keywords characterize this paper?
Key terms include Digitisation, Advertising, Photoshop, CGI, Illusion, Reality, and Media Influence.
How has the role of the food stylist changed according to the author?
The author highlights the perspective of Dario Milano, noting that the food stylist's role is to enhance products rather than deliberately misrepresent them, contrasting this with digital manipulation.
What is the author's argument regarding the resurrection of deceased celebrities?
The author notes that while technology allows for digital resurrection, it faces legal and moral scrutiny regarding the rights and legacies of the deceased.
How does the paper relate advertisements to art?
It draws on perspectives like that of Jesse Epstein, suggesting that modern advertisements function as visual fantasies or works of art, which makes them harder to critically evaluate as factual information.
- Arbeit zitieren
- Nick Birch (Autor:in), 2011, The Impact of Digitisation on Creative and Cultural Industries, München, GRIN Verlag, https://www.grin.com/document/269677
