The commercial realm is always about the product, the consumer market and ultimately the client.
Commercial animations have more freedom in what the advert can contain and can have a running theme through the use of the design, this can be seen in the Lloyds TSB adverts. The style of animation can immediately be related to the company through the memorable designs and would be traced back to the character designer, not the actual animators, auteurship. However in the commercial world, it is hard to keep this form of auteurship as these animations are commissioned by the client.
Mikhail Tsekhanovsky created the animation named "Pochta", Post Office, which was laced with advertising and propaganda set in a monotone fashion. The animation itself is surreal through the merging of perspectives and shapes, and is considered as an avant garde animation, through how experimental it was.
John Lewis is known for its quiet and visually aesthetic adverts such as the 2013 christmas advert animation "The Bear and the Hare", which was beautifully made through the use of cel and stop animation that was entwined with an emotional atmosphere through audio and plot. It feels more of a piece of art than an advert and can even be interpreted to consider that they have kept part of the auteurship with in the animation.
However the Morrisons advert is known for its loud, take that music, celebrities such as Ant and Dec and entertaining imagery/plot, for example the 2013 Christmas advert. In this advert a CG animated gingerbread man sings about the food you can buy alongside with comedy duo Ant and Dec, however compared to the John Lewis advert, both take the christmas advertising in a different route. They both have different target markets, Morrisons with an all ages consumer target, with John Lewis targeting the young adult and older audiences to buy the expensive products.
Nintendo - Animal Crossing
This game has a very young target audience and employs animation to portray skills of which would be used to socialise with the environment. This game can be seen as educational through the introduction of working to gain money, using the money to build the town around you, and to buy luxury items but with no real objective. The game is misleading through how the cost and social interactions with the characters will not always relate to reality for the young audience.
'Advertising is the tool of capitalism, a con that persuades an unwitting public to consume and consume again.'
- Heller 1995
- Heller 1995
Commercial animation = Audience, consumer, genre, brief, compromise.
