"Effective video can illustrate a wore completed rnvision to an audience than any other single form of communication," says Tobias Farmer of Lambesis, an advertising rnagency in Del Mar, Calif. "The combination of video and audio offers an accessible and entertaining way to comprehend complex ideas and emotions."rnFarmer can't easily be accused of bias — he's a writer rather than a video production professional. The fact is that there are good reasons why video has, through the many changes in communications technology in the last couple of decades, maintained and even strengthened its position as a staple of the audio-visual diet in corporations and institutions. What's fundamentally different about industrial video these days is the expanded range of choices for delivery of video-based messages. On the one hand, this means that there are now many more settings inrnwhich one can use video. On the other, the managers and producers responsible for getting the messages across have the benefits and risks of many different approaches to consider before settling on say, one medium for a given project.
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