Animation can be used for advertising, education, information, and to express emotions, just like live action, by using the exact same techniques, such as colour, film-language, and sound. Russell Brooke's NSPCC TV advert is an example of how animation is more effective than live-action. It is possible to exaggerate a situation, or a particular action to the point of being convincing. If a real child were being thrown in the advertisement, it would cause controversy and even though it's what happens behind closed doors, it would still be too much to watch. The character created for the animated film is designed to portray the child in the best possible light. This shows what a valuable tool animation is. It isn't just something to entertain children. This is a great way to demonstrate that cartoon violence can have a positive outcome.
Cartoons based on Marvel comics, such as X-Men and Spiderman, are mainly centered around fights but in a more bloodless way. Fighting sequences are usually a mix of punches, kicks, and superhuman powers that don't cause much physical harm to the other person. Instead, the loser gets a couple of scratches on their face and some blood from their mouth. Although realistic, the fights aren't too graphic. Otherwise, they would need to be shown at the end of the story. They are, however, descriptive enough to convey the story. The fact that in these cartoons, good always wins over evil is of paramount importance. It does not encourage fighting, but it does not justify it. Fighting in live action features is always more violent because it involves real people, who can be hurt. Cartoon characters do not feel anything and therefore the fighting seems less realistic. It is not true that animation is only aimed at children. However, in certain situations it can be used by the producers to their advantage. The recent 'DairyLea" commercials are a good example. Created in 3D Stop Motion, it shows talking cows encouraging kids to eat the product not only on its own but also with mashed potatoes. The commercial shows how 'DairyLea can be mixed with other food and is memorable for children (the talking cattle). Therefore, they will ask their parents to purchase some. The 'Green Cross Code (stop, listen and look) is another good example of animated content aimed at kids. This commercial encourages children to follow the hedgehogs as they cross a road, in an animated way. The format was chosen to help children remember the safe way to cross a road, as explained by singing hedgehogs. This would have been impossible in a live-action format. This advert is a fun, interesting alternative to boring, forgettable live action instructions. There are many ways to capitalize on the success and launch of a successful series. Producers see many opportunities to make more money with a popular cartoon, because they know children will do whatever it takes to obtain merchandise. For example, the battle cards for 'Pokemon.' The merchandise does not stop with playing cards; it also includes stationary, cutlery and bags, toys, clothing, posters, books and video games. This side of animation is what makes adults avoid the genre. The cartoons are blatantly directed at children, and this is enough for them to stop watching. In the past, animation was geared towards a younger demographic. Animation was a fascinating concept in the beginning, a drawing which was animated. People of all ages were interested in the new concept. The omnipresence in the form over the years has led to the conclusion that as people age, they stop watching animation. When they have their own children, they start again. This misconception and association of the format with children has led to successful attempts to break this mold. Some adults are interested in animation, and some titles and series have been created for an adult audience. These include Comedy Central's "South Park", "The Simpsons", "Futurama" and the Japanese "Hen-Tai". John Serpentelli concludes this point in an article by saying that "the connection between animation and children seems simple enough." Animation is no different. To a young child, everything is possible. John Serpentelli explains that the animation format can also inadvertently help children learn about the artistic side. Recent comebacks of 80s animation have shown a resurgence of popularity for classics like 'The Clangers,' 'Bagpuss,' and The Magic Roundabout.' These classics are re-watched by adults who watched them as children, and even their own children. In the workplace, some adults are forced to watch animations on safety issues. Adults may be put off by the drab and obvious animation because they find it difficult to follow. They might also think that the whole genre is just as bad. Animation can be just as informative and realistic as live action but is easier to understand. Cartoons for children, no matter how unrealistic, often include a moral at the end to help teach them what's right and wrong. This is because if a child sees their favorite cartoon character do something, or tell them to do something, they may be inspired to follow suit. It just goes to show that animations, if they are done right, can be both entertaining and educational. Animation is used to bring the character of the video game that the player controls to life. Animation is essential to give life to the character. FMVs (Full Motion Videos), which are used to tell stories within video games, also incorporate animation. Animation can do the impossible by bringing inanimate objects to life. Animation is an invaluable tool in all media, especially when it is necessary to make the impossible possible. Animation allows for a greater range of action and comedy than a live-action feature. This is because animation can create effects that are impossible to achieve safely, or by a human actor. In the movie 'The Mask,' Jim Carrey uses such effects to make the face of a mask wearer very rubbery and flexible. Animation makes the face of an actor very flexible, allowing it to do things that would be impossible for a human to achieve. Animation techniques are used mostly in special effects. It was true even in the days of 'Sinbad,' when Ray Harryhausen's stop-motion 3D monsters revolutionized filmmaking. The end result was stunning and effective. It added a new dynamic and atmosphere to the movie. This technique has been used in many films, including 'Robocop,' the ED-209 and the stone gargoyles from 'Ghostbusters.' Computer graphics have advanced technology, but the use of 3D Stop Motion in a live action film has not been forgotten. Animation has a unique way of manipulating objects. It can transform lifeless, innocent objects into sinister, dark beings. On the other hand, it can make toys what children would like them to be, such as in Disney's "Toy Story". Here is another element of the target audience. Depending on what age group you are targeting, animation can be dark or cheerful. Animation is becoming more and more popular around the globe. Production of animated features or series follows a process that is almost identical to the production of live action features or series. Both formats require a compelling story to keep the audience's attention. Storyboarding is required, just like a live-action feature. In both formats, the correct use of film-language is crucial to creating an action sequence or a suspenseful scene. Both formats are heavily reliant on characters. Audiences need to relate, like or, in the case of 'bad guys,' hate them. The audience will lose interest if the cast does not have the right attributes. They will be less interested in what happens to characters and will feel detached from the story. Animation uses the same technique as live action features, which casts famous and real actors. However, because animated features use computer generated characters instead of real actors, it's just as important that the character has a personality to convince the audience they can be just as powerful as a real star. Disney is increasingly incorporating well-known Hollywood actors into their animated features to create more believable characters. They also use voice talent that's recognizable, which attracts a larger audience just like live action films featuring well-known stars. Tom Hanks is an example. He provides the voice of 'Woody,' in the movie 'Toy Story.' This makes the film more popular because it encourages more people to watch the film. The process of creating a live action feature and an animated feature share many similarities. The character, whether animated or real, must be able to convey emotions convincingly, show body language, and have a realistic dialogue. In both films, the film language is important, as well as characters. This allows a situation be emotional, suspenseful or create an effective action scene. Audio is just as important to create atmosphere and convince the audience, as visuals. There are many similarities between the production of an animated feature film and a live-action feature. Live action movies tend to be more realistic because the actors and props used are real. An animated movie can be either realistic or unrealistic, and the characters and situations are up to the animators. Live action movies are limited by the abilities of human actors. Animations don't require stuntmen and stunt doubles, and the characters are much more flexible because they do not ask about working hours or make wage demands. Recent animated films such as "Final Fantasy: The Spirits Within" show that technology is advancing and computer-generated characters will soon be more realistic. Professor Nina Martin says it best: "Animation and live action are two different media forms, but the history of both is closely linked." "You cannot fully understand the history and development of live-action narrative films without including animation". The definition of cinema, "...is rooted in its ability to create an illusion of motion by presenting a series (and possibly sounds) of images that represent representational objects. A selection from the 2nd edition of 'The Cinema Book'. The fact that live action films and animated movies are both created the same way is highlighted. The only difference is the medium in which they're expressed. Live action is a live action film and animation a drawn medium. Both forms use multiple images to create the illusion of motion. Some critics have described animation as "Cinema in its purest form" from 'The Cinema Book 2nd Edition. Since animation creates motion where there wasn't any'real’ movement at the pre-filmic phase". Animation is being used more and more in live action films as people learn how it can be done. The 'Green Screen" technique can be used, for example, to recreate dangerous stunts, without putting any lives at risk, as seen in the recent box office hit 'Spiderman,' where the character swings high up between buildings, without having to do so in real life. Animation can be used to achieve something that is impossible for an actor to perform, such as in the film 'The Mask.' Movie crossovers are not a new phenomenon. They were used in films such as "Mary Poppins", where human actors shared a world and interacted with animated creatures. Since then, films like 'Who Framed Roger Rabbit?', Space Jam!' and Rocky and Bullwinkle have all used this crossover genre successfully. Direct on Film is the purest form, in which animation is created directly on film reels. A quote from the 'The Cinema Book 2nd Edition,' states that "Such animated makes the most of the medium, as it brings to the forefront the entire process of creating, projecting and then perceiving motion where none previously existed." In the past few years, computer technology has allowed animation to become more realistic. This allows for the creation of frighteningly real films and effects. In an article by Paul Wells from 'Art and Animation gogo anime,' he shows that "live action and animation' are once again converging, in ways that make them indistinguishable, and serving a new orthodoxy of realism' in feature films like ‘Jurassic Park’ and ‘Twister’." Disney, Warner Brothers, Hanna-Barbera, and Matt Groening are all producing great animated films as the genre grows in popularity and recognition. Animation is used more and more as a tool as it becomes more flexible, as animation technology advances. Video games can be animated to create realistic images in a computer-generated, fictional world. The PlayStation 2 game 'The Getaway,' shows how video games are becoming interactive movies. London is an exact replica of a real-life location. The vehicles have been recreated to be as real as possible, and the actors have been created in a way that they look just like their counterparts. Motion capture and script recording were used to create an animated film. The actors were used to enhance the characters' credibility and convincingness in the game. The game shows that animation is not limited by technology and can be made as realistic or unrealistic as needed. The game has such a realistic element that actors have been offered roles on popular TV shows. For example, Joe Rice, who played the police officer in "The Getaway", was recently in "EastEnders". This shows that live action and animated cross-over is becoming more popular. The advancements in computer technology and capability have allowed animation to be used in more ways than ever. However, as Sean Wagstaff states in his book 'Animation on the Web': "There's not question that the 3D art hasn't fully evolved and, in the hands too many users it's still a science rather than an art."
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