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.
Inhaltsverzeichnis (Table of Contents)
- INTRODUCTION
- ADVERTISING
- PHOTOSHOP
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This text explores the impact of digitization on creative and cultural industries, focusing primarily on the advertising industry. It examines how digitization has transformed advertising practices, from traditional informational approaches to more emotionally driven and visually persuasive methods.
- The evolution of advertising from informational to emotional and conceptual approaches
- The use of digital manipulation in advertising, particularly through Photoshop
- The blurring of lines between reality and illusion in advertising
- The impact of digitization on consumer perceptions of advertising and product authenticity
- The ethical considerations surrounding the use of digital manipulation in advertising
Zusammenfassung der Kapitel (Chapter Summaries)
- INTRODUCTION: This chapter introduces the concept of digitization and its impact on various creative and cultural industries. It highlights the pervasiveness of digital manipulation and its ability to create illusions, blurring the boundaries between reality and imagination.
- ADVERTISING: This chapter delves into the evolution of advertising, tracing its transformation from informational to emotional and conceptual approaches. It examines the use of digital manipulation in advertising, particularly through Photoshop, and explores the ethical considerations surrounding this practice. It discusses how consumers have become more discerning of advertising tactics due to historical events like the Watergate scandal and the Vietnam War. The chapter explores the various techniques used in advertising, such as the use of food stylists, to enhance product imagery and create appealing visual representations for consumers.
- PHOTOSHOP: This chapter examines the role of Photoshop in the digital age, highlighting its widespread use in various industries, including advertising, media, and art. The chapter discusses the power of Photoshop to manipulate reality and create illusions, raising ethical questions about its impact on consumer perceptions and the authenticity of visual representations.
Schlüsselwörter (Keywords)
The key terms and concepts explored in this text include: digitization, creative industries, cultural industries, advertising, Photoshop, digital manipulation, illusion, reality, consumer perception, ethics, authenticity, and visual representation.
- Citation du texte
- Nick Birch (Auteur), 2011, The Impact of Digitisation on Creative and Cultural Industries, Munich, GRIN Verlag, https://www.grin.com/document/269677
