Group Three

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Tasha. Connor. Tom. Edgar

Inital Observations

Information Transferal

  • QR Codes

Road Crossings

  • Sound/visual cue
  • Raised flooring

MTR

  • Payments
  • Card encryption
  • Visual keys (map & exits)

Outdoor Advertising

  • Digital movement in Hong Kong was first begun by Lightscape Technologies Inc.
  • Heavy focus on visual/visual audio advertising in Hong Kong
  • Billboards make up 65% of outdoor advertising
  • Large digital billboards
  • Use of variety of display technologies: LCD monitors, neon tubing, fiber optics, strobes
  • Busy and bright design - Only those ads with "vivid colors, pictures, and a clean layout will help billboard posters stand out from the advertising clutter"
  • Western advertising is visually more subtle
  • Used more than other types of media[1]
  • Gender specific adverts
  • It's a way of interacting with the audience directly
  • QR codes are a part of a lot of adverts

Digital Advertisement And Pollution

The topic we are choosing for further research is advertising/marketing. Since 2016 the revenue brought in by advertising within Hong Kong is increasing and is projected to increase from £774.5 million in 2018 to £1306.3 million in 2022. This is an increase of almost 100% in 4 years an increase that will make up 71% of the "Digital advertising" market in 2022. As a result there will be more advertisements around the city in the coming years with possibly more interactive advertising and/or using AR, a large portion of adverts in the MTR and around major shopping centers already have QR codes on them to allow easy assess to the product or articles online presence.[2]

Why? - Questions We Are Asking

Making observations and asking relative questions

  • Why is outdoor digital advertising so prevalent here?
  • At what cost does the use of this outdoor digital advertising have?
  • Negatives - light pollution across Hong Kong

Goals

Our goals are to visit three key locations for our research:

  • Space Museum - Most light polluted location in Hong Kong
  • Astropark - Least light polluted location in Hong Kong
  • Victoria Peak - Allows us to view the ambient light above the city

We will be visiting each location between 8.30pm to 11pm and using a camera set at the same settings we will take long exposures of the sky to see if we can observe any stars and the colour of the sky.

Note: Due to Astroparks location, an alternative location might need to be used - specifically areas that have less light pollution such as Llama Island.

Effects - Light Pollution Problems

The local urban night sky is as much as 1,000 times brighter than international norms making it the most light polluted city in the world, according to a study by the faculty of science at the University of Hong Kong.

Hong Kong has no laws controlling urban lighting. The study found that even rural areas of Hong Kong, including the nearby island of Lantau and the city's Wetland Park to the north -- a world famous staging post for migratory birds -- were also being affected by man made lighting. The Wetland Park was on average 100 times brighter than the standard, the study found.

Ironically, Hong Kong's most light polluted place was the Hong Kong Space Museum at Tsim Sha Tsui which was more than 1,000 times brighter than international norms due to the large number of billboards and floodlights nearby.

Even measurements at Hong Kong's Astropark observatory, located deep in Sai Kung Country Park, showed problems of light pollution. "Light pollution is swiftly destroying the few remaining star-gazing locations in Hong Kong."

"There have been many studies showing definitively that wasteful light has a big ecological impact, in particular for nocturnal animals that depend on the amount of light to regulate their lives. It's part of the reason why we set up a station near the Wetland Park because it's such an ecologically important area,"

The city’s popular tourist attraction "A Symphony of Lights" – dubbed the largest permanent light and sound show in the world by Guinness World Records

The Environmental Protection Department received 337 complaints about light pollution, mainly about lighting from shops and signboards – up from 256 in 2015, and 229 in 2014.

https://edition.cnn.com/2013/03/21/world/asia/hong-kong-light-pollution/index.html https://www.aljazeera.com/news/2018/01/hong-kong-light-pollution-ruins-residents-sleep-180124111531463.html http://www.scmp.com/news/hong-kong/community/article/2125435/blight-light-why-hong-kongs-neon-haze-isnt-going-away-soon

Effects - Air Pollution Caused By Advertising

Not only does digital adverting cause heavy amounts of light pollution, they also cause air pollution the lights need to be powered and the large screens need to be both powered and cooled. Even though this is not the main source of what pollutes the air, that being motor vehicle

In Hong Kong the average air pollution is 54 AQI (Air quality index) with parts of the city reaching 74 AQI and others plummiting to 34 AQI [1] In comparison London has an average of 45 AQI with the highest being 71 AQI and the lowest 15 AQI.

Whilst traveling to causeway bay from Kowloon tong via walking and the MTR, the number of adverts that in some way used electricity were counted. [2]

  • 67 overall adverts counted
    • 31 used additional lighting to highlight them
    • 25 were digital screens constantly looping through several images or a playing a video
    • 11 were unassisted by electricity

Overall the pollution caused by digital advertising is large with 28 Gwh (Gigawatt hours) used in 2016 within the commercial market, the same as Kosovo used in 2016 for powering the entire area.[3] A large part of this is used for lighting and advertising causing both air and light pollution. [4]

Lamma Island Research

Sky at Lamma Island
Ferry journey from Lamma Island to Central
sky at Central ferry dock
Sky at Space Museum

Primary research

After looking into the light pollution in Hong Kong we thought it would be interesting to compare a location that had minimal light pollution to a location where it was very high. Using light pollution maps online we used this to plot two locations to visit. These locations were Lamma Island and the space museum. Using Tasha's Iphone SE we took photos from each location of the sky. We then used these images to compare the difference of pollution between the two locations.

Some of the things we noticed on Lamma island while waiting for the sun to set was that there was a large group of English tourists stay on the island, this could be because of the reduced light pollution. also while filming time lapses for the sunset we noticed that even though the sun had set at 7:07PM it hadn't made much of a difference to the light in the sky. almost an hour later was when it was close to being completely dark.

Properties of the photos

LammaIsland.JPG

    • Exposure time: 1/17sec.
    • ISO speed: ISO-2000
    • F-stop: f/2.2
    • Date: 14/6/2018
    • Time: 8:05PM

FerryJourney.JPG

    • Exposure time: 1/17sec.
    • ISO speed: ISO-2000
    • F-stop: f/2.2
    • Date: 14/6/2018
    • Time: 8:07PM

CentralFerryDock.JPG

    • Exposure time: 1/17sec.
    • ISO speed: ISO-2000
    • F-stop: f/2.2
    • Date: 14/6/2018
    • Time: 8:28PM

SpaceMuseum.JPG

    • Exposure time: 1/17sec.
    • ISO speed: ISO-2000
    • F-stop: f/2.2
    • Date: 14/6/2018
    • Time: 9:16PM

https://www.youtube.com/embed/3Za3YAMIHzo

Video

  • Lyric video
  • Musical edit of local sounds
  • time lapse

Additional resources

Links

[1] http://www.scmp.com/tech/enterprises/article/2071134/hong-kong-digital-ad-spending-top-traditional-media-first-time-2017

[2] https://www.statista.com/outlook/216/118/digital-advertising/hong-kong?currency=gbp#

Group Three Sludge Page