Introduction
Motion pictures and advertising concepts reached their peak in the twentieth century, having developed from pictures, such as stationary images of human forms cast as shadows on walls. The introduction of this film technology made many people interested in movies, yet producers were unsure of how to market these motion pictures, which were still unfamiliar to many people. The other concern was that early productions were short, lasting only one to two minutes. Ultimately, films continued to be made and the length of production gradually increased up to about two hours, a period that enabled producers to shift into hosting stage plays. These plays helped in making the concept more popular, especially in America. The impact of hosting stage plays and short movies was immense, as it became an attraction and received attention from people of different nationalities (Crowley et al. 123-142).
The common uses
Motion pictures, also referred to as films, recorded as images using camera recorders, have been used as an important tool as a reflection of the cultures within which they are made; hence, they can be termed cultural relics of a culture’s past. The common uses of the concept of the motion picture since its establishment include offering education, entertainment, or acting as a sensitization tool, regarding areas of societal flaws like administration among others (Campbell et al. 67-92).
The early days
In the early days of the motion picture, images were recorded and stored in reels, which led to the development of the motion picture projector used to magnify the pictures consequentially on a screen. Advances in film technology led to the development of the art of filmmaking as an educational sphere. Formalist film theories were used to explain the differences between film scenery and reality. This development later led to the establishment of film-making with its language, which should be understood by the audience from the expressions in film conversations (Quigley 163-180).
Communication through the film
The art of communication through film led to the development of the field of mass media. This took place through the expression of the movie makers’ ideas, which were communicated to individuals through movies. The mass media that cover the fields of film, the internet, and dramatization play important roles in society as they can guide the electorate on issues concerning government and corporate entities. They also form an important role in the generation of finances, as the information shown through these media is sold. This technology is also marketed using entertainment through dramatization, acting, use of simulations, and music. An example, in this case, is the cash generation from the sale of computer games, which is conducted over the internet among other sale avenues (Crowley et al. 123-142).
Cultural influences
Certain cultural influences led to the rise of the mass media society, among them the need for education. This is the case because learning is influenced by what one has been exposed to initially, and the experiences one has been oriented to. Most of the learning in society takes place through activities that are engraved in people’s daily experiences and behaviors, and this process forms the basis of some of the fixed images seen in motion pictures in America. Science and technology have also accelerated the development of mass media in America, making it possible for film producers to present stage plays that help communicate societal ideas and contentions. The introduction of the motion pictures concept led to the concept of recapturing the dramas conducted before the introduction of motion pictures. This in turn led to the filming of these pieces of literature, thus widening and building the filmmaking culture (Quigley 163-180).
The need to expand the film business also accompanied the inflow of immigrants from other parts of the world, especially Europe, into America due to the new opportunities created, and thus helped in the spread of the mass society. Due to the increased adoption of the motion picture concept, new markets also developed that led to the advocating of the movie industry, resulting in more development. These developments further led to the need for different modes of communication, resulting in the invention of the television as it provided communication media with visual enhancement. The cultural aspects introduced in the practice of communication further aided the development of a mass media society as each group sought its representation. The ability of the media to reach many people and the immense influence it had, based on the imparting of different messages and information within a short period, also greatly influenced the growth and introduction of mass media. The culture of learning that grew in many societies also fueled the development of mass society, since individuals sought information that was available from the mass media (Quigley 163-180).
Motion pictures and advertising
In one way or the other, motion pictures and advertising were not directed at the same audiences. Motion pictures were often used for entertainment and the communication of important messages, such as news, to the audience. The main rationale here is that literature, like live drama, was directed towards audiences interested in entertainment, as opposed to the information provided by advertisers that often imparted information related to business, meetings, and current issues, among others. In television, the entertainment and advertising aspects are handled differently, as advertisements are often used to inform consumers of the availability of certain products or services within the market. Entertainment, on the other hand, plays the role of providing individuals with entertainment, such as movies and programs. The other distinction between the two is that advertisements have a more immediate and short-term outreach: they often aim to provide information regarding certain issues. Motion pictures, on the other hand, emphasize the presentation of comedies, drama, and music for entertainment and education. Examples, in this case, are the silent comedies introduced in America by Mack Sennett that were intended to be imaginative films. However, different motion pictures were directed at different audiences, for example, European silent pictures were not meant for the same audiences as American ones (Crowley et al. 123-142).
Advertising, on the other hand, has its purposes as often it needs more careful administration so that it reaches the audience it is fashioned for. This is the case because specific messages are conveyed to specific audiences; for instance, business advertisements are intended to reach consumers of given products, such as college books to college students. This led to the practice of advertisers placing their advertisement images anywhere in motion pictures if the chance of reaching the intended populace could be expected. Advertisements using motion picture technology are also administered in the form of images and writing. On the other hand, motion pictures and advertisements could be directed at the same audiences, as the entertaining aspect of motion pictures could be used to capture the attention of the target clientele. An example here is the placing of advertisements alongside or between different scenes of a movie or a television program. In other instances, motion pictures are also used for the imparting of commercial information, such as information about insurance or other educative purposes. Since motion pictures and advertisements both play an important role in mass communication, they may therefore be directed at the same audience, and they both at times help the audience to observe and learn social skills and moral values. The two media are also useful in providing information regarding different issues, such as voting and economic affairs. Due to the profound impact on the entire society, motion pictures and advertisements may be used simultaneously to communicate different types of information to the public (Campbell et al. 67-92)
Conclusion
In conclusion, despite the competitive roles of advertisements and motion pictures, both media work together to educate and pass relevant information to the various viewers and listeners. The need for cultural awareness and information regarding other people’s lifestyles also fueled the introduction and development of the mass media. For education and entertainment, the mass media also form an important tool, through which information and culture reach a wider group of people, bringing about intensive development in the area of communication.
Works cited
Campbell, Richard. Christopher, Martin. & Bettina Fabos. “Newspapers and the rise of Modern journalism.” Chap. 8 in Media and culture: An introduction to mass communication. Boston: Bedford/St. Martins. 2006: 67-92.
Crowley, David. & Paul, Heyer.eds. “Communication in history: Technology, culture, society”. 5th ed. Boston: Pearson A and B. 2007:123-142.
Quigley, Martin. “Magic shadows: The story of the origin of motion pictures”. Washington, D.C.: Georgetown University Press. 1948. 163-180.