Although I am not a massive fan of the artwork, this animation is create for my secondary research. In particular I am thinking about the mix of sound and motion. The animation is aimed at young men and women who have a particular connection to the gaming world. There are a few hints towards the intended audience through their choice of gaming console. The creator George Collins has used the shape and design of the original Nintendo gaming console, this little bit of iconic imagery might be accidental, but people who are maybe a similar age as me, that were growing up when this gaming device first game out will remember it and instantly get a ping of nostalgia. This certainly makes me think about the types of things I put into my work; is there anything in particular I can add like this that will chime with an intended audience? This is another reminder of knowing your audience, once you do you can use directed, iconic imagery like this to target the right people.
Something else that stands out about the video is its mix of sound and image. One without the other just isn’t the same, if you mute the animation it loses a whole level of impact that it previously had. It seems to also act as another semiotic layer to the product, similar to the symbolism of the gaming console. The energy of the animation comes partly from the pace of the motion, but also the music which matches the speed of the animation and enhances it with it building up, then pausing then a building back up of the rhythm and then a kind of explosion, all at crucial points of the animation, helping it to flow and move along. It brings your attention to certain parts of the animation, tells you when something important is about to happen and exploits parts that should feel more emotional or sad. Without the music and that, build, pause, explode, build, pause explode rhythm the animation is flat almost. It is this factor that I want to look into more, I first noticed it with an iPhone advert that I have also included in the post; without the music the advert is just a phone spinning around. With the music its an epic ballad of and aesthetically beautiful product that pushes the boundaries of innovation. That is the power if the music combined with the image. This may connect to what Berger talks about when he says the 3 dreams of advertising. Perhaps the music in these videos gives us the ability to enter the dream world that the advertiser wants us to live in, without the music we are just knocking on the door, with the music we are wallowing in the satisfaction of that world getting a tastes of how exciting it could be.