Word: ambiente
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...ugly scaffolding that usually surrounds such a building site is nowhere to be seen. Instead, the city's 18th century landmark has been swathed in a series of gigantic posters promoting Deutsche Telekom. The wrapping of construction scaffolding in mammoth ad posters is just one example of "ambient media," a fast-growing marketing genre that's finding new places to advertise in the Old World...
...Sarah Hayes, ambient manager at Blade, a London company that buys outdoor space, defines ambient media as "nontraditional, out-of-home" advertising with a gotcha! factor. Adds Samantha Yates, director of Amber Media, a British agency that specializes in the form: "Good ambient is making people think, 'Oh, that was clever.'" And if the stunt happens to result in a few admiring headlines, so much the better...
...Ambient's parameters are limited only by the boundaries of imagination. The common denominator is slapping ads in unexpected places: gas-pump nozzles, supermarket floors, shopping carts, the sides of trucks - even inside golf holes. And technology is giving marketers even more opportunities: interactive TV screens in the backs of taxis, moving 3-D images that can be printed on posters and postcards, machines that produce 3-D holographs of products and logos that seemingly morph into one another and hover in space. Sometimes the forms mix. London agency The Media Vehicle uses 3-D effects to produce cart-stopping...
...though, deviates quite significantly from the mainstream. After the first few songs, the Discovery’s momentum slows; still, some of the album’s most haunting and beautiful music (“Nightvision” and “Veridis Quo”) is much more ambient than you might expect from a disco album. It’s almost as if Daft Punk aim to provide a soundtrack for every part of a clubber’s night—including the morning after. What emerges, though, is a clear sense of purpose—Daft...
...Best Year has something to do with atmosphere, ambient glow, and with the time of your life when you felt most alive and at home in the world. It was the moment the world seemed thoroughly wonderful. Best Year may seem an illogical choice. Brits may think fondly of the war years, even of the Blitz...