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