Week 10: Advertising in the Digital Age
17:28Advertising has recently seen a new culture in anticipation for cinematic trailer releases, which in most cases, focuses mainly on blockbuster superhero films which have had fans itching and waiting since their first reading of the original comic.
Cinematic trailer releases often cause virtual riots in
social media forms. Twitter is renowned for its use of hashtags to promote businesses,
films and trending topics, and Twitter is always the first platform for movie
trailer discussions. After YouTube, Twitter is continuously the second social
media platform to showcase the ad. One particular advert, the
Batman vs Superman special promotion trailer, which featured Turkish Airlines
became a viral hit and resulted in its own trending hashtag (BatmanvsSuperman).
The film even for a short period of time gained its own superhero emoji which many users posted in support.
"Thanks to a significant grant from my company, Wayne Enterprises, Gotham is being restored to its former glory."
The trailer saw Bruce Wayne (Ben Affleck) as well as Lex Luthor (Jesse Eisenberg) featured on board a Turkish Airline flight as they flew over 'Gotham City' and 'Metropolis'. The advert appeared to be a spinoff of the films leading character, who just so happens to be a multibillion entrepreneur, 'promoting' the airline as Bruce Wayne rather than the film as his alter ego Batman.
The 'in-text' promotion form of advertising has become a major marketing scheme for the entertainment business, with this particular ad proving successful with 30 million views on social media in the first three days after its launch, and more than 52 million views on YouTube alone.
As advertising becomes more of a culture of popular media culture than an evident 'buy and sell' promotion, it becomes evident that advertising in the digital age is an enjoyable and anticipated part of media communications.
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