“The majority of children’s animation
exists as a ‘wholesome’ vehicle to dispense advertising messages – as well as
to lend a perceived innocence, frivolity and innocuousness. Television advertising
takes this a step further by adopting the language of animation to dress its
directives in primary colours and unlikely physics.” Simple images/techniques
to ‘teach’ children lessons, values etc.
“Graphic design has become the natural home
of digital animation, and in turn, graphic design has therefore become an
industrially directed service industry.” Importance of graphic design within
animation, sets it up.
“Artists have to find a way of working that
is either complicit with the tools and outlooks that they are afforded, or find
some way of subverting these models, either through a different kind of
manipulated technique, or more likely through the ways in which established
image cultures might be challenged or configured.” Find a new way of retelling
folk tale, representing different characters in different ways, and in ways
that suit my animation techniques.
“Animation is repeatedly underestimated and
this discussion seeks to stress the importance of understanding animation
within cotemporary society. If animation has been co-opted for the purposes of
merely delivering corporate agendas or the mere aesthetics of difference, then
it remains crucial to remember what animation might deliver as a language of
free expression and possible subversion.” The possibilities of animation, if
not being used for advertising purposes, are endless. Free to empress and
experiment with ideas.
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