Tuesday, July 14, 2009

Silent Films = Silent Advertsing

"Language is much closer to film than painting is." - Sergei Eisenstein - a pioneering silent filmmaker in early twentieth century.

Silent films are brilliant in their simplicity. Good ones communicate meaning, story and artistic references, while at the same time they try to transcend language, but keeping in mind there can always be the odd cultural misinterpretation of an image.

When music videos came to the forefront in the 80s, critics and academics had a tendency to liken them to silent films for the obvious reason that they lacked dialogue (and also critics often held them in disdain because compared to the traditional forms of films, these failed to tick most of their establish boxes.)

Now 30 years after music videos and about a hundred years after the birth of silent films, advertising is revamping the silent film for it own means.

I'd like to go out there and say this prediction, over the next few years we're going to see more and more online video advertising without any dialogue. It's going to be the Plat De Jour.

Because while the big corps have known for a while their market places aren't confined by language or borders, they have tended to use targeted regional advertising that is culturally specific.

Fair enough too, because pushing a homogeneous global campaigns isn't always the most effective, but economics may be the reason for the new direction.

So anyway, check out this cool advert for a playstation game.

No comments:

Post a Comment