HOLOGRAPHY IN ADVERTISEMENT

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In Greek hólos means whole and grafē means writing or drawing and hence the word Holography. The holographic technique is exactly what its etymology implies – making of the whole image.  In simple words holographic technique allows the light scattered from an object to be recorded and later to be reproduced so that the image of the object is recreated at exactly the same reference relative to the recording medium. This invention was made in 1947, by a Hungarian – British Physicist Dennis Gabor, He later on went on to win the Nobel for this discovery in 1971. The invention of laser made holography a happening technology.

There are different kinds of Holographic techniques. These techniques vary in the method of recording the image, and also in the later reproduction of that image. Some of the relatively popular holographic techniques are Transmission holography, Rainbow transmission holography, Denisyuk holography, Specular Holography and Lenticular Holography. Holography uses the scattering and diffracting properties of light, and with the advent of the semi conductor lasers, has become a more economically viable technique for the hoi polloi.

Holography has a wide range of applications – starting from the most basic and common usage in toys to the sophisticated and precise realms of defense, space and aeronautic sciences. One of the most feasible, yet untapped applications of Holography is in advertising. The possibilities for the application of holography in advertising are vast and bombastic. The use of this technique in advertising is still in its nascent stage – in the sense that the technique is still being sequestered for a privileged few.

“How and where can holography find its application in advertising?” is the next question that arises. The answer is pretty simple – almost every where and almost on anything. Some ideal applications are outlined for the benefit of the skeptical and the cynical coterie.

Holography in Logos, trade marks and packing materials

3D images are processed by both the halves of the brain while 2D image perception tasks only one half of the brain. This is an indicator to the fact that human brain is more likely to retain the 3D image for a protracted period than the 2D images. This fact justifies the advantage of moving to 3D advertisements – even at higher costs.  Practically, Holography could be applied to almost all the product logos, all the trademarks, and pictures on the packing materials. Apart from making the stencils more attractive, holography adds another dimension of authenticity to the product. The customers can verify the original trade mark and the logos by the help of this hologram. Brach and Brock Candy Company upheld the belief and the benefits of holography in advertising, by projecting a three fold increase in sales, using holographic packaging for their products.

Holography for moving displays and bill boards.

Moving, flashing advertisement is the order of the day. It is true that these advertisements had an effect on the people who had only seen boring still advertisement boards and hoardings. Now, these moving and flashing displays seldom warrant a second look. To capture the attention of the customer and to make sure that the advertisement gets embedded into the mind of the prospective buyer, Ad agencies and manufacturers are always on the look out for innovative and out of the box ideas. Such an out of the box idea is holography. People landing in Copenhagen airport is granted by a very impressive and interesting sight – a huge moving 3 D holographic display put up by the leading Danish shoe manufacturer – ECCO shoes.

Holography for Exhibitions, Trade shows, and Motor expos.

Huge trade shows, exhibitions and motor shows are most common today. From its earlier avatar of just exhibiting the products, these shows have grown in stature to become the most preferred destination by the buyers, sellers, quality analysts, economists, management trainees, and people from almost all walks of the life. Millions of dollars are incurred in the transportation of the seller’s product to the destination of the exhibition. By the proper and intelligent use of holographic techniques, the use of original end – product can be minimized or even nullified. The user can view the 3-D image of the products from all the possible viewing angles and even can have a first hand visualization of the product in action. The German’s are always on the forefront when it comes to the intelligent utilization of the new technologies. So it was not a big surprise when the leading German automobile manufacturer BMW utilized a giant holographic display developed by Vizoo for displaying their “fresh from the factory” model.

Holography in film advertisement and advertisement films

Can the movies wait and be sidetracked when whole of the ad world screams Holography? Movies are always one of the first and the best tools that the most creative of the minds uses as their “weapon ultimatum” for unforgettable and “bulls – eye advertising”. Many ads for the movies including that of Harry Potter have used extensively the technology of holography to woo its viewers. Sony took this application to another level by displaying a surreal monster Nessie – you have guessed it right – the Loch Ness Monster, for the launch of their new film on Loch Ness and its mythical water snake. This advertisement used jets of real water shootings in the air, with the 3D hologram of Nessie majestic at its center. This was a fine example of mixing holography with real objects to create an illusion of an almost life like situation.

So what makes a good holographic advertisement? Of course, the idea, manner and crux of the presentation matters, but more than that a good hologram can be characterized by

  • White light (Sun light) viewable Image.
  • Focused Image.
  • Wide Filed of View.
  • High Resolution.
  • Low Image Aberrations.
  • True Colour and very good durability of the Holographic material.

High Definition (HD) Display and Computer Aided Imagery (CGI) clubbed with the advances made in low cost semiconductor lasers are driving the filed of Holography forward like never before. Another new technology that the Holographic developers are trying to bring into fore is Interactive Holography. This is a very new, innovative and nascent idea which holds enormous potential for advertising and assorted activities by letting the user interact with the Hologram.


Most of the big advertising banners, business conglomerates and innovators are being active in this field of Holography. So why not jump the bandwagon and advertise your products, services and even your selves through Holography?

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