Analysis of Advertising

I have select three pieces of advertising media that bear some relationship to motion graphics to  analysis.  Analytical skills play a key role in Motion Graphics learning, getting me more familar with the paradigms of MG, and communication objective as well as learning how to  deal with audience and communication goals when I design MG visual work.
There have 5 steps when doing analysis: Describe, Identify, Interpret, Evaluate, Reflect.
I always ask some questions when I analysis these media, like  what's the communication goal? why design like that? why use these elements? How to design it? What's the narrative?
Who is the audience? What's the principles?

1. Bright House Network Bundles Campaign
Agency: Fry Hammond Barr
Director: Tomkoh
Production Company: Blind. Inc



Communication Objective:
The campaign was designed to promote the Bright House  Bundles services of HD digital cable, high-speed internet and digital phone. The challenge of  the advertising was to depict these bundles in a unique and visually engaging way. This work communicated through pop-up books and paper constructed models, the designers imagined scenes which sprung to life as a TV or laptop powered up.
Paradigms:

• Typography: utilized 3D type to express important imformation of this media, which can give a sense of high technology, close relate to the products(mobile, TV, Internet).
•  Color Palette: main color, green, blue, white, orange( all of these bulid the tone of the meida)
• Signification: laptop, type, TV, rocket, sea, ships etc (all these signify speed and high technology, convey the theme and communication objective)
• Style: a dynamic combination of custom graphics, video and 3D artwork to creat the motion work to keep auience's attention throughout the commeicial.
• Pace/Rhythm: fast, making a close connnection to the theme-high speed internet, low price, free HD, digital phone.
• Sound: music( utilize happy melody and fast pace), combined with introduction by human voice, which to send message more clearly.
• Audience: most people
• Function:  this advertising used for grab attention
• Narrative: introduce the high- speed internet, low price, and free HD TV.

2. GM/CHEVROLET Carbon credit web video
     Director: yU+co


Communication Objective:
This social media video to illustrate Chevrolet's commitment toward community projects to reduce CO2 emissions, also intend to utilize graphic elements into motion to show Chevrolet's
program of investing in clean fuel technology, renewable energy ang planting trees as a way to offset the emissions of their cars.Paradigms:

• Typography: not very important in this media
• Color Palette:  main use green, yellow, orange( all these connect to eco-envrionment, making connection with the objective/ theme.
• Signification: circle point, symblize Molecules of carbon dioxide. The Molecules of carbon dioxide lead us through the piece in a dynamic, continuous move. Also that use for transitions take us from minute details to large scale views and back again, emphasizing the interconnection between carbon dioxide, people and the enviroment, all while showing the communication objective/content.
• Pace/Rhythm: normal/ slow
• Style:  just utilize graphic elements combined with motion forms
• Sound: utilize postive, happy melody(music) to convey a sense of nature, casural and introduced by human voice.
• Narrative: introduce the reason and benefits of Chevrolet's program of investing in clean fuel technology, renewable energy ang planting trees as a way to offset the emissions of their cars.
• Audience: middle ages/ adults who can afford to buy chevrolet.

Reflect:
This work is rather different compared with the last advertising work (Bright House Network Bundles Campaign)
Fistly, the style is completely different, this one use graphic elements and 2D effect can send a sense of "nature"(eco- friendly).
Secondly, the pace also different, the last one need to convey the sense of  high technology, but this one need to give viewers more nature sense.
The transition forms can apply in my own work and also the idea of using cirle point to connect all the sence and narrative.
Aesthetic Code
Motion graphics work not just representation of technologies but also should follow some principles of graphic design and animation principels, as well as some composition rules of graphic design.

3. Advertising for Leonard Cheshire Disability



Communication Objective:
This work utilize symoble into motion to demonstrate the idea: it's no problem with the disablity people to lead normal life as ordinary people. This work try to attracte society to put more attention on these disability people and be equal to these people.
Paradigms:

• Typography: use formal type- making it more serious to the theme.
• Color Palette:  just use simple color- black and white, making it more focus on graphic style.
• Signification: this work has a clever idea: just use the symbole/sign of disability(clear message), and some graphic pictures like desk, blasketball, dog, car, boat, fishing, love, children to convey message, showing the normal life.
• Pace/Rhythm: normal/ slow
• Style:  just utilize graphic elements combined with motion forms-this can send message more clearly, specificlly.
• Sound: sound FX, more reality of life
• Narrative: demostrate some sence of ordinary life, like working, cleaning, sporting, entertainment, driving, boating, fishing and making love.
• Audience: disability people and the whole society.

Reflect:From analysing this media I have learnt:

• how to communicate just by simple graphic, making the work more effective to send message.
• take consideration about symbole used in motion graphics design.  

Analysis of Music Video

1.     GAP: <Sound of Color>

What do black and white sound like?

To promote their colorful spring and summer collections, Gap enlisted Chris Do and the Blind team to create a video for Danish post-punk duo Sune Rose Wagner and Sharin Foo, better known as The Raveonettes. With only three weeks to conceive and complete the project, the team executed an edgy and elegant exploration of the contradictory forces that black and white represent.

‘Black and White’ utilizes light and shadow to convey the opposing themes of the piece, including love/hate, life/death, young/old, daydream/nightmare, and ugliness/beauty. The narrative unfolds through an innovative mix of shadow puppetry and animation, as two-dimensional characters come alive in a colorless world, underscored by The Raveonettes’ haunting vocals. A majority of the elements used in the video were shot in-camera, and puppeteers’ hands and rigging are often left in the shots to create a more spontaneous and organic aesthetic. The piece retains its whimsy through unexpected visuals, references to the beloved Danish fairy tales of Sune’s youth, and a richly textured physical and emotional landscape that can only be fully experienced after multiple viewings.

2. Gnarls Barkley      <Crazy>

The video opens on a white sheet of paper. In complement to the hypnotic, rolling beat, black ink blooms into expressive, dynamic forms. The ink shifts and re-pours into symmetrical ‘€œtests’€, subtle hints of the lyrics buried within each. The duo that make up Gnarls Barkley, Cee-Lo and Danger Mouse, recur throughout: the side of a face, a crooning mouth. We slide from one to the next, the barrier between each vignette indistinct, in a firm, accelerating ride through the narrative. The forms evolve, and new ideas are introduced: hints of color add an emotional subtlety, a shock of scattering insects burst from a splattered drop.

3.<Good life> Kanye West
This Music Video use various graphic elements compined with the black and white Live-Action. The graphic elements are  colourful which express the theme- good life. Also, typography is most important elements in this music video. The motion of typography perfectly fit into the music and video pace.

Reflective Statement

Objective:

In order to have a broad understanding of the scope of my AOP- Motion Graphics, I explore different areas in Motion Graphics. Firstly, I focus on music video area, because these music videos have different media approaches and help me to have an appreciation of the technologies.

Learning Outcome:

Although some of these Music videos do not belong to Motion Graphics area, the creative approaches they used really inspire me. Through to analyze different styles of music video, I realize various approaches can be used to express ideas or themes. I also can adapt these approaches to create a motion graphics sequence.

Like:

1.     GAP: <Sound of Color>  Designer utilize shadow puppet approach to convey the opposing themes of this video. Also the style and idea development have given me a lot inspirations when I create a motion graphics work.

2.    Gnarls Barkley: < Crazy>  Today, ink form is a common way to be used in video. But the designer turn the live-Action into ink form animation in this music video, making the style different from ink forms. This work inspire me that how to create a creative approach to express specific themes.   

3.     <Good Life>  This is a great video which utilize graphic elements combined with live-Action. Typography can be as graphic elements perfectly fit into the pace of the motion. Through research of this music video, I learn how to make the typography interactive with the motion appropriately.