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On the 10th of March, our Year 10 Media class went on a trip to The Old Truman Brewery for the IPA’s Festival of British advertising exhibition located in Brick Lane, London. The main focus of this was to celebrate the industry’s ongoing contribution to the UK. This exhibition focused on reflecting on the past and looking towards the future of advertising as it adapts to world events. We took the Hammersmith and City Line to Mile End then we changed and took the Central Line to Aldgate East Station then walked to the Exhibition.
We were then shown around the Exhibit by an IPA member of staff. At first, we were taken in to a kitchen that had lots of different products but no advertisements or logos. This was to highlight how hard it is to recognise products without company’s logos and advertisements.
Following on from this, the next stage was a corridor with advertisements from 1920 up to the present day. This demonstrated how advertisements have changed over the years and what different methods have been developed over the years. There were lots of facts and figures regarding prices of advertising and which advertisements were popular and why? We were asked a variety of questions by the IPA guide to ensure we had noticed the differences between the advertisements.
We were then shown props from famous advertisements and got to feel what it was like on the set of the production of an advertisement.
The final stage of the tour was a more hands on experience. We were fortunate enough that Google had set up a room that allowed us to experience some of their products. There were lots of different adverts on TV’s around the room but the highlight of the section was the Virtual Reality headsets. There were three headsets and the majority of our class got the chance to experience this new technology and see what the future of gaming and advertising looks like.
Also, in this area were two more activities that involved our participation. Firstly, there was an Oculus Rift headset (another type but more advanced virtual reality). At this section we could put the headset on and be placed in the John Lewis Christmas advert. Viewers could not see us in the advert but the person with the headset on could see everything going on in that advert and appreciate the level of detail. Again, this was an amazing experience.
Secondly, Channel 4 had set up a news studio and was encouraging us to take part in reading the news from a teleprompter whilst being recorded. Three students participated and experienced what it would be like talking in to the camera and delivering news to people. We gave them our school e-mail and they have since given us access to the videos.
Our class really enjoyed the exhibition. It was informative and gave us a better understanding of the importance advertising plays in our life.