Celluloid animation, often referred to as cel animation was invented by Earl Hurd, who patented the process in 1914. It is the art of creating 2D animation by hand on sheets of transparent plastic called “cels”. Animators draft drawings onto transparent sheets of plastic called cels. Each cel features drawn or painted characters, objects and/or scenery. These cels are placed over a background, typically hand drawn/painted, and photographed in sequence. When played back at a speed of 12 or 24 frames, the illusion of movement is created
The first full length animated movie, 'Snow White and the Seven Dwarfs' was created by Disney in 1938. It was created with the animation process of cel animation. It took three years to produce, with 750 artists completing over two million sketches. The film includes 250,000 drawings and as many as 729 different backgrounds.
The process of cel animation has some advantages. It provides a unique art style that mimics hand-drawn characters and environments. This surprises viewers as the characters look 2D, but move like they're 3D, enticing them to continue watching and invest their time in more animations with this style if they enjoy it. Additionally, it is a much more cost effective way of animating than contemporary 2D animation software.
On the other hand, there are some negatives. Firstly, cel animation is quite time consuming; animators draw each individual frame for every scene and then photograph them in sequence. This can result in delays and requires a large crew. As a result, money may be spent for a longer period of time to ensure all crew are being treated ethically. Unlike in computer animation where it is fast and easy to correct mistakes, a mistake in cel animation requires the animator to repeat the entire drawing. The repetition of work can become tiresome and time consuming, thus again, incurring more costs.
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The last film Disney produced fully by cel animation was 'Oliver and Company' in 1988. Their next film 'The Little Mermaid'(1989) featured a scene using a new colouring system called CAPS(Computer Animation Production System). CAPS was a joint venture between Pixar and Disney designed to digitise cel animation and lower the cost of animation without sacrificing quality. The system allowed artists to digitally load the animator’s sketches and do the inking and colouring process on a computer. The workflow of animation studios was sped up by CAPS considerably and they continued to push for more digital advancements. As time went on they even began to include 3D animation techniques with their 2D films. After the lower performance of a few 2D feature films Disney switched over to all 3D animation for their movies. The last 2D feature they created was 'Winnie the Pooh' in 2011.
Stop motion animation is animation that is captured one frame at time, with physical objects that are moved between frames. When you play back the sequence of images rapidly (typically 12-24 frames a second), the illusion of movement is created. The process of stop motion includes taking a photograph of your objects or characters, moving them slightly, and then taking another photograph. When you play back the images consecutively, the objects or characters appear to move on their own.
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Early stop motion was captured with film cameras. Animators could not see how their work looked until they got their film processed. They used surface gauges to keep track of where their characters were, and how far to move them. If the animation was not fluid, the set had been moved, or if the lighting was bad, the work was lost and the animator had to start all over again. The first stop motion film is credited to J. Stuart Blackton and Albert E Smith, called 'The Humpty Dumpty Circus' in 1898. It wowed viewers how the set and objects moved on their own, without strings.
An example of a popular stop motion is 'Coraline', created in 2009 by Focus Features. Characters were created from silicone in which 6333 different faces were moulded and 3D printed. 90-100 seconds of the film were created each week by 500 different people over a span of four years. It took 18 months to complete the principle photography.
An advantage of stop motion is that when the right ideas and planning is done, you can save on resources and time. Stop motion animations might have to photograph a lot of frames, however once the frame is prepared, it can be done efficiently. Moreover, most of the props, objects and characters are prepared by highly-skilled artists and animators. This adds a level of reality and charm that you cannot get with computer-generated graphics.
Contrastingly, a major disadvantage of stop motion is how time-consuming it is. For example, if a film has 24 frames a second, it takes 1,440 photographs for one minute of the film and 129,600 for a full 90 minutes. This may also increase the funds needed to produce the animation as workers must be paid fairly for the long amount of time they are working for. Another disadvantage of stop motion is if the client or director change their vision for how the scene should be produced, the scene would usually need to be completely restarted, with pre-production plans updated, such as storyboards and the script. Similarly, if there is a mistake or a frame has been missed out, the entire scene would usually have to be restarted as the characters and set would be out of place and the scene will not flow and look cohesive. This is a disadvantage as it is adds a lot of time to the production which may not have been planned for contingencies.
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With modern day technology advancements, creating stop motion animations is much easier than ever before. Firstly, the animator can go back and check what has and hasn't already been shot on a computer monitor. They can also see if there are any problems or inconsistencies straight away instead of having to wait for the photos to develop. Editors can also use CGI software to edit facial features, objects and movement instead of having to recreate it for every frame.
P2: Describe the uses for digitised animation in the media
Advertising with animation
videos from youtube
One use of animation is advertising. Animation is often used in advertising as it can easily capture the essence of your brand to express exactly what you're wanting the audience to understand about your product or service. Advertisers often use the line drawing style because it has a stylistic effect that seems simple and portrays the message of the brand. It also appeals to a wide audience as young people find it simple to follow and are entertained by the wiggling of the characters. Similarly, older people are attracted as it provides a sense of nostalgia as they might have grew up with animated movies that are hand-drawn. This makes them remember this advert in particular, meaning they are thinking about the product advertised often making them more likely to invest in it.
This advert for Red Bull used the line drawing technique. The advert consists of a lot of people in a traffic jam who look annoyed. A man gets out the car and drinks a red bull, which gives him wings. Thus, he is no longer in the traffic jam and now is happy. Everyone else in the traffic jam then drinks their own red bull, also giving them wings, making everyone happy. It links to the comedy genre as it is quite satire and unrealistic to gain wings from drinking red bull. The line drawing technique reinforces this genre because the characters wiggle, making it look unordinary. Because it is quite simple comedy, people may repost it and share it (online or in real life by talking about it). This brings a wide target audience to learn about the brand. Another way the comedy genre is shown is through the facial expressions of the characters; their extreme excitement after having a red bull is over the top, conforming to the dramatic conventions of the genre.
Additionally, this also links to the fiction genre as it is an unrealistic thing to happen in a realistic world. This acts as a form of entertainment and allows the viewer to see things from a new perspective; for example, traffic jams may not actually be that bad. However, this advert challenges the fiction genre as at the beginning, everyone is shown to be extremely frustrated because they're stuck in a traffic jam. This implies that after having red bull, all of your problems are taken away.
Another use of animation is for video games, often to story tell and create a universe within the game. Based off a storyboard, animators take objects created by 2D and 3D artists, and bring them to life in the universe of the game by making them move - this adds personality, emotion and realism to the game. Video games will often use CGI to animate. This is because it look realistic so players can immerse themselves in the game. However, the vibrant world and unrealistic storyline ensures that people can differentiate the difference between the game and real life, so players (especially the younger demographic) absolutely know that the objective of the game, to kill everyone, is not acceptable in real life.
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The video game Fortnite is an MMO, a massive multiplayer online game, animated with CGI. This allows for a huge amount of people all around the world to come together and play one game. This creates a community of players, allowing people to find friends whom share the same interests and fondness for the same game. It also creates a mass audience, thus bringing in a large revenue. It is a player simulation game where players have their own character and they need to kill everyone else to win,making it an FPS (first person shooter game). This makes the game much more realistic as players are transported into the game and playing as themselves. Their target audience is 10-30 year olds. This is reinforced by the imaginary world that is similar to a vibrant and colourful earth, yet provides powers that humans cannot do. This links to the fiction genre because it is based in an unrealistic world in which people can do whatever they want, even stuff physically impossible in real life, such as building structures in seconds or falling from great heights and taking no damage.
Another genre of Fortnite is action. This is demonstrated through the objective of the game, which is to kill everyone to win. Furthermore, the average game length of Fortnite is around 20 minutes, demonstrating the fast paced conventions of the action genre. Moreover, the character roles of having a clear hero and villains within the game demonstrate a key convention of the action genre, where there is a challenge that must be defeated by the protagonist.
It also links to the battle and survival genres as players must battle in order to survive. This links to the entertainment purpose of video games as players can forget about the problems they face in the real world and engage with the game that provides amusement and enjoyment.
It acts as a form of escapism because they can forget about their struggles in real life and engage with the game's storyline.
M1: Assess the suitability of animations for the target audience.
Red bull's target audience is 'young urban males'. This advert for Red Bull used the line drawing technique. The use of line drawing gives a home-made feel, making it seem more relatable because it is not too complex to create. It may also attract their target audience as this animation style looks childlike, thus acting as a form of nostalgia, reminding them of their youth. This technique also means there are no prominent, defining features to the characters (such as skin colour, wrinkles). This means a wide target audience of different ages and races will be attracted because they don't feel excluded or out of place to purchase the product. This reflects a modern society that is inclusive of different ages and ethnic groups/races as they are represented in this advert.
The young man in the advert is seen as the protagonist and hero because he helps everyone get out of the annoying traffic jam.
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Their primary target audience is 'young urban males'. As he is a young urban male, the primary target audience of young urban men can identify with him. As they are described as 'urban' they are portrayed geographically as living or working in cities. This demonstrates how they can relate to the frustration of traffic struggles. This gives the impression that the brand is understanding of their problems, and they are here to solve it As they see the character save the day for everyone else and get out of the traffic jam because they drunk their red bull, they too feel like if they buy red bull, they can help people around them and get out of their struggles. The fact they are driving in cities implies that the target audience is ABC1. This advert is suitable for that social grade because it is quick and simple, so if they are busy working, it does not take too much time out of their day to watch and notice the red bull branding.
After the man drinks his red bull and gets out of traffic, everyone else does the same. This attracts a wider target audience of all genders as they can identify with the other characters. Although there is not a lot of differentiation within each characters looks, they have different hair colours and outfits. Viewers can see one that looks like them and decide to relate to them and believe they too can get out of their struggles by consuming red bull as they have been represented in the advert. Thus, their secondary target audience of all other genders is targeted. Their secondary target audience of the social grade C2DE is targeted as the red bull drink can assist unskilled workers in labour based jobs as it can give them energy throughout the day. Moreover, it targets working class members who geographically are located outside of cities because the drink is not only sold in cities, and people outside of cities may still face problems featured in the advert such as traffic in driving, which red bull can help them with.
One way Fortnite's primary target audience of 12-20 year old males is targeted is through the PEGI 12 age rating. This means parents may not allow their kids to play the game if they are under 12 as it is shown to be unsuitable for them. However, a young target audience of 12-20 is still targeted through the bright and colourful environment. This acts as a form of escapism, allowing them to leave their everyday struggles and immerse themselves in a world where they can be whoever they want. This is reinforced as the game has the ability to customise their character and play with them in a first person point of view. This enables players to identify with their character as they can make it look like them so they feel like they are actually in the game, or make their character look completely different to how they actually look and create a new identity for themselves. In real life where the young target audience are filled with stress from school or peer pressure for example, in the game they can win, be successful and get celebrated.
Fortnite targets an ABC1 social grade. This is because, although the game is free to download, you need expensive devices such as an XBOX or PS4 to play. There are also in-app purchases that are encouraged to achieve in the game. This social grade is targeted through the fact that in order to be the best in the game, money should be spent. This reflects a modern capitalistic society in which inequality is reproduced through social class divides. However, whilst typically people representing the social grade ABC1 may value hard work and follow rules to achieve economically, this game allows them to fulfil urges or desires to break free from these expectations and laws in society, for example by virtually shooting people in order to win the game.
Fortnite appeals to all races and ethnicities. This is because characters can be customised to any race. This attracts ethnic minorities in particular as they are equally represented, unlike in traditional media, where they may be negatively stereotyped.
One way the secondary target audience of 20 year olds and older is targeted is through Fortnite's use of social media. The game often updates the character's dance moves to popular dances on social media, such as TikTok. In the UK, it was found the average age to use social media the most is 20 year olds and older. This attracts this slightly older age to the game as they are already aware of the dances that are featured, and want to see it in the game.
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Fortnite often includes celebrity characters - for example, footballers or singers such as Ariana Grande. This attracts a wide audience as fans of the celebrities may engage with the game as they want to see the celebrity in it, or play as their character as they look up to them and idolise them.
D1: Compare the different styles of animations across global cultures
Disney was created by Walt Disney, who began animating in 1920 in Missouri, USA. Disney created the first full length animated film, Snow White and the Seven Dwarfs, created in 1938 with the celluloid animation technique. Unlike in the past however, all Disney films nowadays are created with CGI animation software. Disney's primary target audience are children aged 3-13. Their secondary target audience is parents or older people that may have grown up with Disney.
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Disney characters are often animated to look cartoon-like with overly smooth features. The 'good' characters in Disney films (who are often princesses) are petite with large eyes, a small waist and long hair. Contrastingly, the 'bad' characters (typically the villain) are often larger with harsh and sharp features. The image above features the princess and villain from the Disney film, The Little Mermaid (1989). As they are mythical characters whom live in the sea, they have fish-like features such as a tail. However, Ariel (on the left, the princess) has a lot of skin shown as she is wearing a small bikini top and has long red hair, whereas Ursula (on the right, the villain) is wearing a dramatic dress which blends into her tentacles, revealing her purple skin and short white hair. The vast difference between the way the two characters are presented makes it clear to the young target audience who is good and who is bad. This may project controversial views to children as Disney heroes are almost always white and skinny, implying to the easily influenced youth that you can only be a hero if you look this certain, unrealistic way.
Disney animations often have similar narratives in which the main character must overcome an obstacle with the help of a side kick and magic. However, there is typically always a moral that can be interpreted. For example, Frozen
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(2013) follows the queen Elsa who has magical powers in which she can turn things into ice. Elsa feels trapped by her powers, which is reflected in the cold, mountainous environment reflecting the overwhelming expectations she is expected to meet as the queen. She manages to let go of her problems by embracing the magic powers she holds, implying the moral of the story is to be yourself and don't be afraid to challenge the expectations. Similarly, the Disney film Tangled (2010) has the moral to step out of your comfort zone. This can inspire the young target audience to listen to the deeper meaning of the film, encouraging parents to allow their children to watch.
As mentioned above, Disney animation's environments often reflect the characters emotions and the overall film's storyline. They are almost always set in a mythical place (such as The Little Mermaid). This allows for viewers to immerse themselves in a new and magical place that has none of the problems that viewers may experience in the real world. However, some Disney films take place in the real world, but include magic that is not real, such as in Moana. This allows for viewers to feel like there is hope for them because if these characters can have magic and powers in the same place they live, they can too.
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Disney animation's themes have seen a change from the past to nowadays. For example, whilst often in the past, they would focus around a male saving the day, such as in Sleeping Beauty, where the princess gets awakened from her coma because the Prince kisses her, in a contemporary society where people have shifted their values to praise individuals based on their skills, not their gender, Disney has adapted too. One of the first explicit examples of this is the Disney film Mulan, released in 1998, Disney focused the story on a Chinese girl, Mulan who pretends to be a boy so she can fight for her country in the war. This empowers young females of ethnic minorities who can relate to the stereotypes that society places on them, because as they see a women from an ethnic minority being strong and brave, they can too.
Studio Ghibli is a Japanese animation film studio, started in Tokyo, 1985 by four men: Hayao Miyazaki, Isao Takahata, Toshio Suzuki and Yasuyoshi Tokuma. Studio Ghibli is known for its iconic anime-style animated movies. Whilst in the past, Studio Ghibli were hand-drawn on cels, nowadays they use CGI software with hand-drawn characters or backgrouds. Their primary target audience is children however they also largely appeal to adults whom may have grown up with anime.
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Studio Ghibli animations typically feature clear character roles such as the hero, villain and side kick. Studio Ghibli also often includes supernatural characters or animals with human features, such as the ability to talk. For example, the image above shows the character Ponyo, a fish who creates a special bond with a boy in the village, from the Studio Ghibli film 'Ponyo'(2008). This targets a young audience as it allows for creativity and imagination skills to develop. Similarly, it allows for a form of escapism because viewers can distract themselves from problems they face in the real world as they are engaging themselves in a world that has plenty of fictional characters.
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Studio Ghibli animations often feature narratives in which the protagonist must overcome a struggle. They always feature a moral that can be interpreted. For example, in the Studio Ghibli film 'My neighbour Totoro' (1988), a young child finds a large, imaginary animal and decides to look after it and befriend them. The main protagonist, Satsuki gives the animal, Totoro, an umbrella to help him stay dry in the rain. Totoro accepts the umbrella as a form of friendship as he does not actually need it because of his animal characteristics. Later on in the film, all the characters share out their umbrellas, reflecting the moral of the story that kindness is always the answer and allows for new opportunities. This attracts a wide audience as parents may encourage their children to watch the films to learn important values for society.
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Studio Ghibli films are most often set in Japan. This is because their primary target audience is people living in Japan, so having it set in the same place allows viewers to relate and understand the narratives better. This location is reinforced as most of their animations are originally voiced in Japanese. Although Studio Ghibli explores creative ideas for characters, most often the environments are quite accurate to real life. This portrays an accurate representation of Japan, allowing viewers from around the world to appreciate and understand Japanese culture, in which some is featured in the films.
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Most Studio Ghibli films have deeper meanings and include important themes such as war. For example, the film 'Grave of the Fireflies' (1988) is based on the effect of World War II bombings and the separation of children and parents. Not only does this allow for their existing audiences to be educated on these topics and gain greater insight about the range of struggles people face, but it attracts a wider audience. This is because it attracts the niche audience of those whom are interested in these themes such as war.
Conclusion
Overall, Studio Ghibli and Disney produce vastly different animations to represent and attract their target audience. This is done in many ways, such as the difference in locations in which the animations are set, the different characters and different narratives. For example, Disney animations often will have a moral to reflect their societies values, such as how the movie 'Frozen' preaches the importance of female independence in Western culture and knowing your self worth. Similarly, Studio Ghibli reflects the importance of kindness in Japan through the narrative in 'My neighbour Totoro'. Both studios include their own supernatural characters to appeal to the primary target audience of children as it allows them to use their imagination and reflects the use of the animation which is to entertain. Whilst both studios often set their animations in imaginary places, they have characteristics of where their target audience are from. For example, Disney animations often feature lots of busy residential streets and all kinds of shops and businesses, reflecting the work ethic present in America, whilst Studio Ghibli animations most always include a chabudai table, a popular table in which Japanese families are expected to sit around and eat off of. Thus, the difference in culture from America and Japan is represented largely through the animations both studios produce.
Learning Outcome 3: Be able to create a planned animation P5 : Create the content for the animation Creation of backplates These are the back plates I have sourced from Google and Youtube for my animation. They will be edited into the animation digitally and the characters will be shown to be moving on top. The pictures are from areas such as Leicester Square, the Leicester Square underground tube station, Totteridge and Whetstone, and St Andrews church in Totteridge. I have created this text shot, which will be shown at the end of the animation so people are aware of what is being advertised. It is in a slime-looking font, reflecting the company 'brainGoo'. There will be a slime splat transition, separating this shot from the animated zombies. Setting up equipment I digitally drew the animation on my iPad on procreate. I drew each frame separately, with the animation tool, to give the illusion of free movement. I added an onion skin to show the previous f...
Learning Outcome 3: Be able to create a planned animation M3: Optimise the content for use in the final animation Exporting High res I first exported my animation as a .mov file. I used this file type because it is very convenient; as it can hold different media elements, including video and audio, I can easily edit the files if I need, avoiding the need to rewrite it. As seen in the two pictures, it has been exported to a high resolution (4096 x 2048), making it beneficial for uploading onto streaming platforms, such as YouTube or Vimeo. Such platforms will stream it with the high quality of video and audio that it was exported in. However, as the resolution is so high, and takes up a lot of space on devices to download, it would be best to use this file on computers, not smartphones or tablets. For example, it would be fitting to play this version at the ZombieFest in the background whilst the other activities are taking place. Similarly, if Brain Goo decide ...
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