Despite that however, there are many such commercial works with auteurism present in them, which perhaps allows us to question how much of the artist's own personal taste and influence is allowed in the animations we get to see everyday (Eg, Animated Commercials, Educational Animations, Film Title Sequences, Music Videos, etc).
Auteur Theory in animation
On the other hand it offers possibility for a film-maker to operate almost entirely alone
So arguably it is the most auteurist of film practices
So arguably it is the most auteurist of film practices
Even at most collaborative it requires cohesive intervention of an authorial presence
‘The French term originally designated that section of an army which marched into battle ahead of the main body of troops (the ‘van’) but has come to be used in both French and English to describe pioneering or innovatory trends in the arts, and especially music and the visual arts. It originates in the work of utopian socialist Henri de Saint-Simon (1760 – 1825) who applies it to the elite of artists, scientists and industrialists who will be the leaders of the new social order" ~ Macey, D (2000), The Penguin Dictionary of Critical Theory
One of the earliest survive stop motion advertising films, the film contained an appeal to send money to Bryant and May (A Uk company created in the mid nineteenth centure specifically to make matches) was surely very awing to see by the audiences at the time
"Pochta (Post Office)" (1929), Mikhail Tsekhanovsky
Aimed at a young audience, it employs animation to foster specific social skills and life lessons in children.
It introduces capitalistic values (Working for a living, mortgages, consumerism, etc.), and never-ending but increasing hard to achieve aspirational level of luxury and opulence
A russian ad, in a way it was more so a propaganda film, comes off rather surreal with it's unique animation style and was aesthetically very different from that of American animations. The influence was partly due to the general atmosphere the Russian avant-garde created around them and the allowance to experiment in small groups of
"The Bear and the Hare" is one of those commercials that appear more so a piece of art than an actual commercial, especially when its message appears vague at first and disillusions the viewer into falling into it's supposedly
definitely looks more like an advert, is a lot more humorous in tone, though cheesy (Really cheesy actually…), seems to get its message across better than the John Lewis ad
Nintendo - Animal Crossing
It introduces capitalistic values (Working for a living, mortgages, consumerism, etc.), and never-ending but increasing hard to achieve aspirational level of luxury and opulence
While it doesn't exactly have a real objective, the game schools in social benevolence (for profit) and envy. Obviouslay the game has its pros and cons like many others, but kids shouldn't be that stupid that they don't know which lessons can be properly and positively applied to them in the future
- "The word “advertising”, like “commercial art”, makes graphic designers cringe. It signifies all that sophisticated contemporary graphic design, or rather visual communications, is not supposed to be. Advertising is the tool of capitalism, a con that persuades an unwitting public to consume and consume again. Graphic design, by contrast, is an aesthetic and philosophical pursuit that communicates ideas. Advertising is cultural exploitation that transforms creative expression into crass propaganda. Graphic design is a cultural force that incorporates parallel world views. Advertising is hypnotically invasive. Graphic design makes no such claim" ~ Heller, 1995
- "We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to see such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, before shave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. There are other things more worth using our skill and experience on. There are signs for streets and buidlings, books and periodicals, catalogues, instructional manuals, industrial photography, educational aids, films, television features, scientific and industrial publications, and all the other media through which we promote out trade, our education, our culture and out created awareness of the world." ~ Ken Garland, First Things First Manifesto, 1964
- an educational game of sorts that allows the player to interact with their own character (The teacher) while playing,
- "I enjoy and get more inspiration from low-budget animations made by independent artists than high-end productions by big studios" ~ Mika Tyyska
