Contextual Essay

After much research, prototyping and receiving feedback from various personal perspectives, I have finally produced my Digital Artefact. My Digital Artefact focuses on the future of Targeted advertising. Often, I am left surprised if I am talking about going on holiday and then jump on social media to see advertisements promoting the holiday destinations I was just talking about. Or if I take a photo of something, or even if I am speaking about it on the phone, I would straight away get advertisements for whatever product I was talking about or taking a photo of. While this indicates the rapidly developing technologies of the marketing industry, it is also a privacy concern for most consumers like myself. The three types of audience I have chosen to target is children, people with mental health issues, and couples experiencing problems in their relationship. The reason why I have chosen to target these groups is because they are the most vulnerable to these kinds of targeted advertisements. My Digital artefact is not a podcast, a twiterature or a blog that talks about future cultures. It is a future culture in itself. It is an advertisement of the future.

My first advertisement is aimed at children aged 3 – 6 years because that is what I found the most interesting in the article that Emran had provided. Children in this age group are able to identify ads and distinguish between an ad and a tv show, however they cannot understand that the ad is a marketing strategy. They think advertisements are just for entertaining and that they are helpful. Kids aged between 3 and 6 will never criticize anything that an ad says. This is why I have targeted them in my first ad. I have shown my audience how scary advertising can get if software like alphonso has the potential to collect data about the family “I was listening to your mother and fathers conversation”

Jamie, who has provided feedback on my beta presentation provided resources that gave me an idea about how advertising in the future will be able to bring content to you according to your health and how you feel. This is why the target audience for the second advertisement is people with mental health issues especially depression. In this advertisement I have indicated that future advertisements will be able to keep track of heart rate (through smart watches), blood pressure, analyse facial expressions and voice, to collect and analyse data on the mood of the audience.

My third advertisement is a real concern for privacy, as it points out the serious issues that adults face in their private lives. This one clearly indicates that it is true that there are software that collect audible data through the microphones of the devices that we use. I also think that this kind of data can be combined with the data that smart watches collect from our bodies.

In a few years time, advertisements will not just be listening to our conversations but will also be emotionally manipulative in our weakest of times.


Raising Children Network. (2019). Advertising and children. [online] Available at: [Accessed 2 Apr. 2019].

Fast Company. (2019). Your smartwatches may soon know way, way more about what you’re doing. [online] Available at: [Accessed 29 May 2019].

Digital Artefact

Photos are screenshots from
Photos are screenshots from
Photos belong to visitors of the mentioned holiday destinations

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