Jun
18
2018

Quick FAQs to Know Before Exhibiting in Dubai Exhibitions

Following FAQs will answer your general questions, if you are going to exhibit in Dubai exhibition organized at DWTC (Dubai World Trade Centre):
What Is The Use Of These Sockets?
500w – Utilize these sockets for fridge, water cooler, TV, computer, DVD player and phone charger
1kw – vacuum cleaner, small machines like coffee makers, plasma screen, projector and microwave
3kw – electric kettle and coffee machines
If you still want to confirm the supply and save your appliances, then check the appliance’s box or instruction booklet. It should carry the relevant information. Otherwise you can take help of the event organizer.
What If I Want To Use a Four Way Adaptor?
Four way adaptors can also be used provided you use it from 500w socket only. Generally 2 meter lead is also provided with four way adaptor. However; make sure that more than one four way adaptors are not connected into one another.
How Should I Use Light On My Stand?
The feel of your exhibition stand can be totally altered with the use of different types of lights. Here are the standard types of lighting you can use but you must take advice of your creative team or the organizing committee for further elaboration of your goals in lighting.
120w Spotlights: When you want your theme to be projected in subtler form, then pick 120w spotlights. These are adjusted on lighting tracks so you can position them to make some product dominant, to display your graphical work or to throw light in a general way on all the products. If you want to use 120w for general lighting that order 1 will be suitable for a 3 sq-m stand. You can use 120w lighting with extension arms to make some parts of the stand, products or specific graphics highlighted. For this type of lighting, order 1 of 120w lighting is suitable for every meter of the panel.
50w Spotlights: There is not much difference in 50w lighting and 120w lighting. The only difference is that 50w lighting is used for more detailed projection or to make very specific points of the stand prominent. Another amazing benefit of 50w lighting is that you can use them as down lighters or uplighters.
Fluorescent Strips: These are available in vibrant range of colors and give a very bright and striking effect to the stand. Fluorescent lights are used to brighten complete space of the stand. You can use adjust them under bar counters or fix them in light boxes for general lighting. For colorful themes and lifestyle stands, fluorescent strips are highly recommended.
If I am Using a Shell Scheme Panel, Then How Can I Stick Things To It?
There are two types of shell scheme panels. The first type is filled with Foamex and the second type has wood infills.
For the Foamex type, you could use sticky pads, Velcro, Blutack and sellotapes. Nails, glues, ordinary tapes, staples and screws are not suitable for these panels.
Nails, screws and staples can be used for wood infill panels. But make sure that your sticking substance can hold on the weight of your panel. Glues are not suitable for this type as well.
What Should I do If My Exhibit Display has Greater Height Than the Shell Scheme?
A general process for this problem is to contact the event organizer or DWTC management in case of DWTC exhibition for permission. Then produce a written document for the shell scheme contractor also. If your stand has very high display, then you might need to take permission for extra equipments required.
I Want a Storage Area to Secure Some Documents And Equipments On My Stand. What Should I Do?
For storage area, request for some curtain, a drawer, or a lockable door with your shell scheme panel.
My Counter Is Already a Secured One. What Should I Do If I Want To Attach My Own Graphics?
You are allowed to attach your own graphics but different organizers offer different procedures of attachment. Please go through the process of attachment first.
I Want a Paint Of My Own Choice On The Shell Scheme Panel.
Generally, the organizers allow the exhibitors to paint their panels but for this purpose, take the services of your contractor.
How Can a 100 MM Platform Help Me In The Exhibition?
100 mm platforms are for bigger projects. These help you to conceal the big pipe works or wireworks in an unsighted manner. Sometimes, the exhibitors need sockets somewhere else than the back wall. If you are the one then make sure that you order it in advance. Most often, a 100 mm platform has black or dark skirting without any aluminum edging. If you have chosen a 100 mm platform, then inform your contractor to provide a carpet or covering as well.
What are 18 MM Floor Flats For?
Although, the trend of painting the venue floor has become common, but still some organizers use carpeting. Ask your organizer about the flooring. If they are using a carpet and you want your personal flooring then you would need to order 18 mm floor flat. The size would vary according to your stand size.
What If I Want to Hang My Graphics from Stand?
There are various options available for hanging your graphics but your specific option depends on your size of graphics.
Suspension Chains: If your graphics are small or medium sized, then use suspension chains. These chains hang the graphics from the shell scheme’s top. But you would need to discuss the weight capability of your shell scheme with the contractor. Along with the suspension chains, you would need wires, strings, ropes or bands to fix the graphics.
Graphic Retainers: The most ideal option for 2 mm to 22 mm thick graphics is the graphic retainers. These are specially designed retainers which can hang your graphics without any ropes, strings, bands or extra wires.
Printing the Graphics to Shell Scheme Panels: Printing is used for totally different types of stands. If you want to display your graphics on various panels then use the printing method. But the conditions might be different for different organizers. Discuss the conditions with organizer before the show.

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Jun
18
2018

Pop Music In Commercials

Understanding what pushes the consumer to buy
It has been stated that the average home in America has three television sets. Studies also show that the average household member spends a total of three hours a day watching television. This does not include all the Youtube videos and such that are constantly streamed on mobile devices such as iphones and tablets. Such a viewing audience has not been ignored by the music industry or the commercial industry. The commercials that are presented these days follow with the current majority trends in music. Currently, pop music is dominant in its followers. Therefore, one can see that there is a great increase in the pop music in commercials.
Pop music and art merge
When looking at the commercials today one will see that there is more and more the commercials are influenced by the music. From montages that change with the beat of the music to videos of individuals listening to music it is clear that there has been a merger between the pop music in commercials and the art within commercials. Where it has not been a new idea to have sound within a commercial, the dominance of the music over the material has recently taken form as the primary form of presenting commercials. For example, one needs only to look at the latest phone commercials. Version wireless and apple particularly use the method of cutting the video to match with the pop music. Sneaker companies are adding pop music and showing the person walking in beat to the music.
Pop music in radio commercials
Because most people (if they are anything like me) flip the station when a commercial comes on, the commercial industry has made it a point to have commercials sound like musical tracts. Where there is information presented, the tone has gone from the traditional formal presentation to one that is more pop culture based. The idea behind such a marketing move it that if the song is stuck in your head then the product will be stuck within one’s head as well and therefore sell the product. What is a little bit disturbing is that some older pop music which has had expired copyrights are being bought up and used for commercial purposes. Where it is great that these classic tracks are being heard by a newer audience, there is the debate of ownership and such which is to be considered. Many radio stations use such music because it is stock music and can be acquired at little cost. This is not to say that new pop music is not wanted. On the contrary, commercials are driven by the latest trends. Therefore, if you can present a track that is fresh and with the current music trends there is a strong possibility that your track could be used.
What does this mean for the composer?
Composers and artists alike should see this as an ample opportunity to embark on a new avenue in his or her career. Film, television, and advertisement provide great opportunities in which one can present his or her music to be heard by a massive amount of individuals. Think of your most popular commercial. Do you like it because it is so athletically pleasing or do you like it because of the music? Odds are it is the sound track that sticks within your mind. Therefore, as a composer you should think about the market and the potential audience base. If one can compose for commercials then your music will be heard multiple times. More exposure means that you have more chances to becoming a composer that is sought after. Where there may be some that have greatness thrust upon them, most composers and musician alike have to start at some base point and work to that status. It may be more lucrative to present one’s skills to the commercial market than to the barhop audience.
Pop art in commercials is not a sell out to the industry as one may conclude. It is actually an expansion of the culture. If the commercials only had the pop music as the background music or as a secondary function to the commercial there may be a point. Yet, one can see that because pop art has the forefront when it comes to its use within the commercial world, that the music has not been desecrated or demeaned to suit a materialistic world. I know that many composers want to ensure that the music is made for the art and not the dollar. However, keep in mind that one has to fund the music somehow, get heard by somebody, and market oneself. Why not look into putting your pop music in commercials and expand upon a market that is ever growing?

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Jun
18
2018

'Selfie' short film the talk of Sundance, but is it more ad than art?

Since its premiere on Monday, the eight-minute short film “Selfie” has become one of the most talked-about stories of the 2014 Sundance Film Festival. Dealing with the appearance-driven insecurities of teenage girls and their mothers, “Selfie” is commendable for the honesty and vulnerability with which its subjects address a very delicate issue. It also ends with a heartwarming message, as the selfies taken by the girls and their mothers are displayed in an art gallery, with attendees then posting sticky notes to each of them, complimenting the girls and women on what they like best about the portraits.
Then a title card pops up with the logo for Dove beauty products, along with the words “Redefine Beauty.” There’s also a call to action to “Join the conversation” by using the hashtag #beautyis.
This begs the question: Is “Selfie” art or advertising? And if you believe it’s the latter, does this mean that Dove is exploiting the very insecurities their now 10-year-old Campaign for Real Beauty has been applauded for trying to stamp out?
Like so many shrewd and postmodern marketing campaigns, there’s no objective right answer. On the one hand, beauty-based insecurities have been a bane on the female psyche since well before Dove was invented. A recent Huffington Post article about Dove’s Real Beauty campaign cited a PsychCentral story claiming that “80 percent of women in the U.S. are dissatisfied with their appearance.” A marketing campaign that candidly addresses an issue this widespread should be given credit as a conversation-starter.
“There are so few commercials that in any way are different, that challenge the stereotypical images,” Jean Kilbourne, an expert on how women are portrayed in advertising, told HuffPost.
The team behind the Campaign for Real Beauty also deserves credit for the artfulness of their campaign. “Selfie” was directed by Academy Award-winning filmmaker Cynthia Wade and their other videos, including “Evolution” and last year’s “Real Beauty Sketches,” were powerful and affecting explorations on the issue of self-perception.
“A product-based affair was never going to [affect change],” Janet Kestin, the former creative director of the agency behind “Evolution,” told HuffPost. “The goal is to alleviate pressure on the next generation.”
Yet that’s not the entire goal. Sociologists aren’t the ones behind these films; they’re very clearly branded by Dove, a company owned by Unilever. An Anglo-Dutch multinational conglomerate, Unilever’s holdings also include Lipton, Vaseline, and Axe, whose advertisements have been frequently and accurately accused of sexism. Dove may be building its brand on a uniquely progressive marketing campaign, but Axe sells its products the old-fashioned way: Through blunt attempts at equating its body sprays and deodorants as the secret to scoring with the types of impossibly beautiful women whose thin yet busty figures are fueling the insecurities that necessitate corrective ad campaigns like Dove’s.
Jennifer Pozner, executive director of Women in Media & News, put it well in her comments to the Huffington Post:
“If the stated goal of the Dove Real Beauty Campaign is for girls and women to understand that their power and their beauty does not come from a tube or an airbrush or a cream, but rather from their own personalities and power, then the company would not sell certain products that they sell, and their parent company would not run some of the most misogynistic ad campaigns in the past ten years.”
Others take issue with the message tacitly embedded in the Dove ads. In a response to the “Real Beauty Sketches” video, New York Magazine’s Ann Friedman wrote:
“These ads still uphold the notion that, when it comes to evaluating ourselves and other women, beauty is paramount. The goal shouldn’t be to get women to focus on how we are all gorgeous in our own way. It should be to get women to do for ourselves what we wish the broader culture would do: judge each other based on intelligence and wit and ethical sensibility, not just our faces and bodies.”
This speaks to the problems created when a discussion this important is waged on the battlefield of commerce. Look at the quiet cynicism in the following quote, attributed to Jennifer Bremner, brand director of skin cleansing at Unilever:
“We believe that conversation leads to brand love, and brand love leads to brand loyalty. That’s obviously a positive for us not just in the power of the brand, but also ultimately in sales.”
While it’s no doubt healthy for us to engage in a cultural dialogue around this topic, it’s crucial to remember that discussions like those created by the film “Selfie” ultimately take place in service of Dove’s bottom line.
“The conversation is as relevant and fresh today as it was 10 years ago,” Sharon MacLeod, vice president of Unilever North America Personal Care, told the Huffington Post. “I believe we’ll be doing [this campaign] 10 years from now.”
There’s little doubt about that, for more reasons than one.

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