Week+5

= = =** Lab #5: Do you see that conventional means of mass media advertising can translate into Second Life? Provide reasons why or why not? **=

Second Life is but one of the many depictions of how the internet has become a "space" that people have started to inhabit. According to the youtube video, Second Life users spend 10+ hours a day roaming the Second Life realm as their alternate identities, avatars. Users have made Second Life to be an integral part of their everyday lives. Second Life is a constantly developing modge-podge of the users which it inhabits, the virtual settings in which they are able to interact with fellow users, and the "virtual economy" as users are able to buy and sell goods and services. In the last two or so years since the fruition of Second Life, this virtually-generated world has gradually transformed into "a media and corporate darling," (McCarthy, 2007). Huge corporations such as Coca-Cola and Nissan have integrated their products into Second Life one way or another which has revealed Second Life to be a legitimate means of mass media advertising.

Nissan, a Fortune-500 company has recognized the fast-growing popularity of Second Life and how much time and money users willfully invest in this virtual realm. As shown in the youtube video, certain individuals in the Nissan company are chosen to design virtual models of Nissan's latest automobiles and these models are given to users in the Second Life realm, free of charge. Users are able to become very familiar with the given Nissan automobile models in terms of how they look, in and out, as well as how the cars generally function. This largely works to Nissan's benefit as the company is able to promote and advertise their latest products this way; Second Life users and potential real-life buyers become well-familiarized with the automobiles without even visiting the actual Nissan car dealership. Thus, Second Life as a means for mass media advertising saves a great amount of time, money, and hassle for the Nissan company.

It is evident that conventional elements of mass media advertising can be translated into the Second Life virtual reality especially with the Nissan example. One can see how real-life products are re-designed into virtual versions so that they may be integrated into Second Life; additionally, the mass consumers are the users who inhabit the virtual space. If anything, this is arguably a more effective means for companies to advertise their products than traditional advertising strategies. Second Life users are given the opportunity to "use," interact with, observe, and test-out real-life products given that their virtual translations are accurate, of course. As the population of members on Second Life only continues to grow, Second Life will be increasingly recognized as a means of mass media advertising, as they take conventional aspects of advertising and push the limits in hopes of only greater success. Technology continues to advance and evolve, and companies feel the urgency to follow suit; moreover, wherever consumers go, companies will inevitably follow.

Works Cited:

McCarthy, Caroline. "'Second Life,' after the backlash." //CNET News//. CBS Interactive Inc., 23 Aug. 2007. Web. 13 Oct. 2009. .