Up High
- Chiming clock
- Fitness First & Hoyts branding
- Hanging LED screen rotating still and video advertisements for different brands
- Lit up screens with digital artwork
- Signs with train departure times
- Signs pointing to food outlets, e.g. Hungry Jacks
On the Ground
- Shop opening hours
- People texting & carrying branded shopping bags (another form of advertising)
- Mini screens at the cinema playing trailers and actor interviews for current showing movies
- Larger screens with short video advertisements
- Artwork – painting of a woman with wild hair; hand-painted Nike advertisement
- Banner with brand information and a QR code to scan for more information
- Warning signs on escalators – required for safety purposes
Mid-Ground
- Stores: Coconut Revolution, Batsanis, Jolie & Deen, Peter Alexander, Mimco, etc.
- Posters around large poles advertising different bands’ new albums and tour dates, a comedy show, etc.
- Branding on people’s handbags and backpacks
Background
- Directory signs (what’s on this floor)
- Background music playing in some shops
- Galaxy Note, Virgin advertisements on screens dotted around Melbourne Central
- Movie rental machine
Foreground
- Witchery Man: mid-season sale poster in shop window
- Personal shopping link (melbournecentral.com.au)
- ‘Filling the Mould’ installation #fillingthemould
In Your Hand
- Taking photos and videos of the media I saw – iPhone/iPad
During this exercise, I thought about the obvious and the more subtle ways the media creeps into our daily lives. The more I looked around Melbourne Central, I noticed some form of media in every corner, in a range of different forms. I realised that there were some things I noticed straight away, and others that took a minute to consciously register in my mind. This is a fairly clear and simple demonstration of the three levels of noticing. I usually walk past signs and advertisements without thinking twice, but in this instance I purposely sat down, thought about, discussed with my group and made note of my surroundings.