Seminar 6: Animation in the commercial realm

‘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’The issue with the commerical realm is when we compare it to auteur theory. It is seen as the exact opposite and therefore a bad thing, however there are many advertisments that though they are advertising a product, they are pushing the boundaries of style and what can be done to simply advertise a product. Advertisments can often be more create than feature animation films because the goal of advertising a product also has to be achieved aswell therefor making an animation deeper.