Research 30th January 2017
As stop adverts are so fascinating to watch and pleases many people across the world, a great way to use stop motion is in adverts. Adverts are usually around 30 seconds long, a perfect amount of time for a creative stop motion advert. Most companies use this technique at some point during their marketing campaign. Whether its using stop motion to tell a story or mainly just for visuals, the public fall in love with the advert. No one likes to see ad breaks while they watch their programme and companies understand this, making adverts an interesting as possible, keeps the viewer engaged and also entertained.
Target’s advert uses top motion in a very creative way. A woman laying on her bed and the illusion is made that she flies through the sky and has magical powers. Birds made from socks fly along side the woman and fish swim beneath her feet when she is in the ocean. The whole set is made form clothes and bed sheets. This advert is so memorable, when I think about bed sheets I think of this in particular advert. This is ideally the goal for target, the first store that comes into someone’s head when thinking about a product.
Oxo use stop motion animation to show how good their product is. the advert consists of household items that replicate food. for example – necklace beads represent olives and a bouncy ball represents a tomato. The objects are cut up just like a vegetable would be and placed in a pan. When the Oxo cube is added, the objects become the real recipe with the food produced looking mouth-watering. This advert is depicting that without out the Oxo cube, the food cooked will be bland, boring and tasteless. This is very cleverly filmed. My favourite part is when the bouncy ball is cut into cubes and they turn into dice. When cut further smaller dice appear. Its so cleverly placed. It looks as the knife is cutting through the objects.
The difference between these adverts is that one is demonstrating what the company has for offer and another is to persuade the audience that to make food tasty, Oxo pots have to be brought. Both use the same technique, using cut out animation however they have completely different ideas. the production scale between the two are completely different. the Oxo cube is quite small scale and is very short in length. On the other hand, the Target advert uses huge scale to film their production using many many products. I think the scale chosen for each advert suits the story line and connects well with what they are tying to promote. Oxo is selling one in particular product compared to target who are promoting their store. The scale represents what they are trying to sell. A similarity I did notice between the two is that both use quite low frames per second. both the animations are jumpy and clearly indicate that the stop motion method has been adopted to create the advert. I believe the idea behind this is so people recognise it’s a stop motion and it grabs their attention. An advert that has been filmed doesn’t attract the views attention. Where as, if a video has some sort of lagging effect, the viewer notices it and watches the advert. So, a lower fps seems to be adopted for making ads.