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Technology as Culture - The Role of Technology and Advertising in Everyday Life Presented to Edward Boches' class at BU College of Communication 4/12/2013
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TECHNOLOGYAS
CULTUREThe Role of Advertising and Technology in Everyday LifeMathew Ray | Director of Creative Technology | Mullen
Friday, April 12, 13
A HISTORY OF NOW
• “Anything that was around when you were born isn’t really considered technology”
Friday, April 12, 13
A HISTORY OF NOW
• Examples of technology’s impact on culture thru the past. (token printing press slide...)
Friday, April 12, 13
A HISTORY OF NOW
Friday, April 12, 13
A HISTORY OF NOW
• 80 ad - Roman Colosseum, Baths, Representative Government
Friday, April 12, 13
A HISTORY OF NOW
• 1500 ad - Printing press
Friday, April 12, 13
A HISTORY OF NOW
• What’s common?
• Times of great changes in technology are inextricably linked to times of great social change
• Because they are opposite sides of the same coin
Friday, April 12, 13
A HISTORY OF NOW
Friday, April 12, 13
A HISTORY OF NOW
• Obama campaign (even in our country, there’s no going back)
Friday, April 12, 13
A HISTORY OF NOW
Friday, April 12, 13
A HISTORY OF NOW
• See the parallel with today? (need slide that feels anachronistic)
Friday, April 12, 13
A HISTORY OF NOW
Friday, April 12, 13
THE CONSTANT NEW
• 6 months ago is an eternity now
• do you even remember what happened 6 months ago?
Friday, April 12, 13
THE CONSTANT NEW
Friday, April 12, 13
THE CONSTANT NEW
Friday, April 12, 13
THE CONSTANT NEW
Friday, April 12, 13
COPING MECHANISMS
• How to deal with this pace of change?
• You could spend all day every day just following trends and not actually solving problems
• What are the strategies?
Friday, April 12, 13
COPING MECHANISMS
Friday, April 12, 13
COPING MECHANISMS
Friday, April 12, 13
COPING MECHANISMS
Friday, April 12, 13
BE THE BALL
Friday, April 12, 13
BE THE BALL
• Tackle from 2 angles
• Change your perspective
• Put yourself in your audience’s shoes
• Find interests and allow yourself to get distracted by things they would know nothing about
Friday, April 12, 13
BE THE BALL
Friday, April 12, 13
BE THE BALL
Friday, April 12, 13
BE THE BALL
Friday, April 12, 13
DIVERSIFIED INTERESTS
Friday, April 12, 13
DIVERSIFIED INTERESTS
Friday, April 12, 13
DIVERSIFIED INTERESTS
Friday, April 12, 13
WHERE TO START
• Twitter lists - twitter.com/mrayinteractive/twitterati
• Find the influential people in some preferred subject matter and stalk them. Follow their SlideShare, get audio/video/transcripts of conference sessions. Build your own list.
• Freestyle - pick a topic on Wikipedia. dive deep. come up for air when you have 10 subjects that are interesting. rinse & repeat.
Friday, April 12, 13
PLAY, EXPERIMENTATION,UTILITY
• .
Friday, April 12, 13
PLAY, EXPERIMENTATION,UTILITY
Friday, April 12, 13
PLAY, EXPERIMENTATION,UTILITY
Friday, April 12, 13
PLAY, EXPERIMENTATION,UTILITY
Friday, April 12, 13
PLAY, EXPERIMENTATION,UTILITY
Friday, April 12, 13
CREATIVE SOLUTION VS INNOVATION
Friday, April 12, 13
CREATIVE SOLUTION VS INNOVATION
Always make sure your ideas fulfill 2 of the 3 criteria: • Helpful• Entertaining• Amazing
Friday, April 12, 13
INPUT / OUTPUT
Friday, April 12, 13
