The Examination of Applying Illustration Style to Animated Commercial

Wednesday, November 3, 2010

short film analysis

The color of the film:The story took place in a golden yellow cornfield but the saturation and the lightness are relative low.Sky is dusky and there is no one there except a crow.(Crow is the symbol of unlucky.)The crow stood on the sign make audience feel mystery and fear.In the end of the film,it turn out that the farmer was delivered a child for the woman,then color tone turn warm and bright,the saturation and lightness are higher than before.

The plots of the film:The director pay much attention on details,such as the mobile phone with busy tone,cloth with blood,the woman's shouting,knife,money on the ground....these details provide preparation for the unexpected result and leading the audience's mood to a wrong direction.
In the end,it turn out that the mobile phone is for calling the police,the cloth with blood is for delivering child and the woman's shouting is because of the childbearing.the knife is for cutting the umbilical cord. The farmer is not a profits-before-anything man because he didn't take the money.

Using of the camera:In the beginning,the director use several blank lens to depict a deserted cornfield and build a somber atmosphere.This make people think something will happen in this field.And then he use some close shots to depict the scean of the accident.(mobile phone,cloth,feet,knife...)Then it's a close shot of the farmer,from his hand with blood,to the tatoo then his face.These imply audience that the farmer is killer and this whole story is about a cruel murder.besides,the crow is like a crucial part of this film,the director insert close-up shot of the crow which make the atmosphere more intense.

Music&sounds:The music construct a tense and horrible atmosphere.The crow's shouting is run through the whole film.After farmer "kill" the woman,music turn to more intense and reach the climax while the farmer use cloth to wrap the baby,and then suddenly stopped,which make people feel confused.After delivered the baby the music style turn into gentle and peaceful.

The  greatest advantages of lovefield is using visual elements in narrative, and encourage audience thinking forward and forecast the plots. This method could be applied to  television commercials. The commercials do not have to present all features and functions of products. Advertiser could use visual elements to achieve audience's positive feeling, then they would think forward of the product's advantages by themselves.

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