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What ugly truths are hidden behind the peaceful life?
Investigative journalists are the ones who are most likely to find answers.
In an age of information explosion and severe challenges to traditional media, it's easy to forget what investigative reporting, which requires a lot of manpower, money and time, means for the world.
Recently, Brazil's "Observation Weekly" filmed a shocking promotional video for news investigation, through the deep-sea exploration to vividly interpret the reporter's process of digging the truth: at first the sea is calm, cute tropical fish, 4 seconds later, the camera suddenly dropped, and the terrible deep-sea fish appeared one after another. Then the subtitles pop up: the deeper you go, the uglier it gets.
In addition, "Observation Weekly" has made several posters with great visual impact. The deep-sea fish on these posters are all staring, showing fangs, and ugly and desperate.
Come, 1000 meters deep, tree whisker fish, please watch carefully:
1500 m deep, Joe's stem horned trout.
3000 meters deep, Joel's black horned trout.
5000 meters deep, horned high body golden-eyed seabream.
While the series of publicity was shocking and may have revived the reverence for investigative journalism, Observation Weekly, one of Brazil's most influential magazines, did not have a good reputation.
Recently, Observer Weekly has been embroiled in the controversy of false reporting, and some of the bribery scandals it has uncovered have proved to be non-existent. The choice to launch a promo film for in-depth news investigation at this time may be to seize the opportunity to carry out crisis public relations and save some reputation.
Perhaps more inflammatory than The Weekly Observation, the magazine is more inflammatory in its branding. In order to promote Observation Weekly as a trustworthy news source, they invited a number of artists to participate in the filming of the propaganda film "Distorted Facts". The first artist in the film creates based on a classic news picture, and each artist creates on the basis of the work of the previous one, resulting in a huge difference between the last painting and the news photo. Conveyed through promotional videos: The more intermediaries the news passes, the more distorted it becomes.
When the iPad edition of the magazine was released in 2013, Observation Weekly's "feel the news" theme poster was also quite impressive, and it artistically treated the index finger used by readers to touch the iPad screen, emphasizing that the news is real enough to give you an immersive feeling.
For example, a news report about a crude oil spill appears, and the index finger is stained with the color of crude oil, reminding you of environmental concerns.
When a flood report appeared, the index finger was designed to look wrinkled after being soaked in water.
When reporting war or disaster news, the index finger is stained with blood.
In addition, to highlight the objectivity of Observation Weekly in international current affairs reporting, the magazine's slogan can help you "get both sides" (to get information on different positions), and a series of pop art style propaganda posters are also eye-catching.
Bush: Peace or war?
Bin Laden: Alive or Dead?
Saddam Hussein: Intimidation or excuse for war?
Pop Wind "Faith"
Pop Wind "Democracy"
Pop Wind "Prison"
Pop Wind" bomb
We often use "deep water" to describe the sinister and elusive environment, and under calm, there are always ugly "big fish". But ugliness itself is not terrible, and the terrible thing is that if these propaganda are just beautiful tropical fish in the shallow sea, covering up the truth in the deep sea, then the world will be more desperate.
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