Why wouldn't you use multimedia if it's probably the people's favorite way to be entretained and influenced. From my personl point of view I beleive multimedia makes everything look more alive and real, the movement of cool looking graphics and sounds catches people's attention in a very different and influential way. In today's world everyone likes to be entretained, and dont't get me wrong, I'm not saying that by reading people aren't going to feel entretained, but I feel and I know that many people feel like by seeing an ad in a multimedia layout it will increase their sense of influence towards what's being advertised.
For example, an article published in the blog "10,000 words.net" talks about an issue in a magazine that was advertising Calvin Klein with a timeline of their history using cool titles and pictures of their models. The author of this article asked himself; " Why would this already nicely designed infographic need the interactive treatment?" This made me think for a minute and reflect on it. I kept on reading, and what I thought would be the answer is what the author had answered as well; "to attract more viewers and stand out in a sea of graphics"
This example shows how the interaction and the use of moving cool graphics can portray information in a simple but compelling manner and make it look much more interesting, and as I mentioned before, entretained the viewers as much as you can.
I forgot to mention, the author of this article claims that web users are spending much more time online and are better served with content that will keep them entretained rather than putting them to sleep. I beleive that this is what journalists should be doing and I am glad, based on my research that they are starting to use multimedia to present their news.
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