These walled cities will host luxurious things like movies and other sources of entertainment that people really value as the demand for personal entertainment will be high. For example from cloned human organs, to personalised public transportation to computers and sensors embedded in our bodies, we will become intertwined with technology. So all future advertising here will have to adapt and take place within the Internet and these new technologies.
There will be no billboards or press advertising as this will be left to the surrounding shanty towns as although security will be greatly enforced people will demand a certain level of privacy and exclusion. We will look at the traditional press advertising of newspapers and billboards and be unimpressed with this ever-direct approach to advertising and know it is not genuine. Consumers within these cities have changed and with people are no longer hanging out in the same places as the environment and technology has advanced advertising will have to change. Things such as television advertising will no longer be acceptable as people live in an on demand self selected world, where people want advertising on their own terms.
People will live online with everything revolving around computers and the Internet. With the popularity of online worlds such as second life climbing, advertising through gaming will also become more popular. Companies will use world like Second Life for marketing purposes to increase their brand value they will be able to conduct image advertising among potential customers, whether it is through posters or billboards in the world.
Serious writers will be able to enter this world although will have to ditch traditional press media in favour of “Internet media cities”. The people in these cities will be further informed having a greater access to information supplied by the Internet, whereas those on the outside will be conveniently shielded from this view. Those on the outside in the shantytowns will contain all those people who we have set aside not to live with, the socially undesirable. These people will consist of those of an older generation, the poor and immigrants brought in to perform the menial jobs that sustain the lifestyles of the privileged, making the population of these shantytowns a mixed one, more culturally diverse. Therefore the media used to reach this audience has to be image based and simplified to ensure it reaches the mass audience. Print media will be used, for example billboard, press, TV and poster which will be seen by all and more importantly show a considerable difference between what the privileged and poor get. The use of print media such as newspapers ensures that the same piece of information goes to every reader unlike the advertising within the privileged cities that will be personalised to each individuals own tastes.
As well as the media used to advertise being different in the walled cities and shantytowns; another main difference will be the power of choice. For example those living in the privileged cities will have access to many different new media channels, wireless technology and internet blogs which through personal use can have the ability to change peoples worlds and surroundings. Although cleverly filtered personalised advertisements are selected by the reader to feel like they are in control of their decisions.
Those in the shantytowns, the socially undesirable are treated all the same. Advertising is set to one target audience, with no personal preferences taken into consideration. Less money is spent on advertising hear as agencies can get away with more basic and simplified messages. This sounds as if it would be unsuccessful, however this type of print media will prove promising in this environment for a number of reasons. One being that unlike those of the walled cities, the poor will socially interact more with face to face meetings due to lesser technology. This will allow mouth of mouth to spread, which has to be one of the most powerful forms of advertising.
Newspapers although of poor quality will still exist in the shantytowns, with the revenue being the driver for many web sites as there are today. Print advertising in the shanty towns will prove profitable, allowing large companies to benefit from both Internet and print advertising in both worlds. Print will be aimed at the locals within the surrounding towns and web advertising will reach a global audience providing more information and feedback to the companies. The web and blogs will target specific consumers, which are in turn more likely to respond.
