Dear Colleagues,
Please see below for another research seminar at Edge Hill University.
Best wishes,
'Feel Everything': Animation, Advertising and Affect in Cinema and Television Idents
Dr Aimee Mollaghan (EHU)
Thursday, 4 April 2019. 1pm. CE225.
In 2006 UK based VFX studio The Mill produced a series of short animated trailers as part of the Sky HD launch campaign under the tagline 'Feel Everything', which were screened in cinemas and on television. This tagline highlighted an intention to touch the audience on a corporeal level, to offer them a whole-body experience that actively engages their sensoria. Innovations in sound and image technology such as Dolby Digital and 4K image resolution, both in the cinema and the home, have affected the way audiences comprehend the hierarchy between sound and image, allowing for an ambiguity between what audiovisual information they perceive and how they perceive it. The Mill suggests that the animation for the Sky campaign 'was looking so fantastic with details you felt you could reach out and touch'. Yet they also remind us that this potential to feel the image through the eyes and ears of the audience was nonetheless an advertisement for the spectacle of what this new technology could provide.
Part of cinema's allure is the promise of an experience that you cannot enjoy at home and recent idents such as the 2015 Vue Sizzle Film and Vue: This is Not Cinema campaign highlight the spectacular affective qualities of Sony 4K and Dolby Digital technology particular to Vue Cinema Theatres. This is not only limited to the cinema theatre as related promotional strategies predicated on notions of intersensory correspondence and technological developments are increasingly drawn on by the television industry in an era of increased competition for viewers. Drawing on these ideas, this paper will contend that these animated advertisements employ hyperreal audiovisual aesthetics premised on the ability of technological advances and intersensory correspondence to physically affect audiences. The distinct corporeal experience that these idents offer allows them to advertise the spectacular qualities of cinema and HD television to both audiences and advertisers.
Dr Paddy Hoey
Dpt of Media
Edge Hill University
01695 584862
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