![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkADnLsRiZB5HhzLo3Cw3EBDFWfFxPfbvPDwD8Hs3daryqxbc-UsMHBWbYoQeRRglXd8bSAyFGcEMkiH1zH3saNaYx22ozmBjqrT-vW_Uu5oD3CqfH4QpW0ItMyDRV_NACD2wTXc7JEiY/s400/lenticular.JPG)
Attention is precious and there is a clear fight for it. This is very easy to observe on advertising boards and in news shops. Coming back from Berlin I went in Augsburg into the news agent to get a news paper – and not really looking at magazines is still discovered from the corner of my eyes an issue of FHM with a changing cover page. Technically it is very simple: a lenticular lens that presents and image depending on the viewing angle – alternating between 3 pictures – one of which is a full page advert (for details on how it works see
lenticular printing in Wikipedia). A similar approach has already been used in various poster advertising campaigns – showing different pictures as people walk by (
http://youtube.com/watch?v=0dqigww4gM8,
http://youtube.com/watch?v=iShPBmtajH8). One could also create a context-aware advert, showing different images for small and tall people ;-)
In outdoor advertising we see the change to active display happening at the moment. I am really curious when the first really active cover pages on magazines will emerge – thinking of ideas in context-awareness the possibilities seem endless. However it is really a question if electronic paper will be cheap enough before we move to completely electronic reading. Another issue (even with this current version of the magazine) is recycling – which becomes much more difficult when mixing further material with paper.
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