Contemporary Considerations
The "Brandsense" or "Nonsense" of Experiential Activations in "Brandscapes": A Systematic Approach to Multi-Sensory Engagement in Space and Place
Paper Presentation in a Themed Session Tarryn Rennie
Brandscape is the sensory experience of a brand activation in an out-of-context environment and it is becoming an increasingly important marketing tactic for advertisers, in order for them to reach their target market whose immersion in their digital worlds can often render them oblivious if not resistant to most advertising. However, although brandscaping derived from guerilla marketing and is hence not a new phenomenon, often advertisers fail to maximize on the impact of their message because they have not carefully considered the space in which the brand activation needs to take place. And without such consideration they are unable to surround the consumer with a user experience that also becomes a place-experience; one that engages them at a multi-faceted sensory level. In the interest of contributing to the formulation of criteria that can help guide the considerations of advertising industry professionals and researchers in this regard, in what follows, key reference points based on the successful brand activation initiatives of Coca Cola – both locally and internationally – will be identified. Thereafter, a systematic approach to such considerations will be proposed in the interest of formulating guidelines for multi-sensory engagement in space and place to augment the parameters of experiential brandscaping at the level of brand recall.
Visual Structure of a Website: Principal Features
Paper Presentation in a Themed Session Anna Zyrianova, Olga Boritko, Maria Goregina, Larisa Drunchenko, Aleksandra Zhivotovskaya, Marina Makarova, Anna Razumova, Valeriya Rumiantseva, Anna Driga
The paper describes an analysis of design schools' websites. It shows replicas of the visual structure of the compared websites. It summarizes the principal features of the visual structure of these websites. The visual structure of websites available online at the end of 2018 is explored. On the whole, we define the artistic means of expression of these websites. On the one hand, we consider graphical, spatio-temporal, online three-dimensional means of expression to define specific ones for such websites. On the other hand, we analyze the information architecture of the websites to reveal the artistic means of expression from their hyper-textual nature. In the present study, we rely on a comparison of a 'user model' and a 'viewer model’ for the formation of a website medium (Zyrianova, 2016). We reconstruct the principal visual structure of the websites to verify the accuracy of the revealed expressive means. Thus, we find expressive means of web-design in their connection with logical and technological means.
