Video Art and Commercials (advertisements)

Hello Netizens,
In my last blogpost I talked about video art, what it is and examples of it and I have also clarified how it is different from Film [link]. For this blog, I would like to tackle the difference between Video art and commercials.

Video Art like "Anti Mercato" was created in 2012 by William Kentridge, have a purpose entirely different than an advertisement. In his video, he explores the ability of an artist to avoid time and withstand the linearity of it shown by scientists. This video art is a part of a collection for dOCUMENTA 13 in Kassel, Germany, and its purpose is to challenge our view on time and space and how we view it a as a linear and constructed thing.

With video art you can play around with ideas, techniques and construction, as it is seen here. Kentridge breaks the idea of time by running the film backward, making the drawing appear as if it is being erased rather than drawn. In the drawing - before it was erased - you can see a cat, a man and a coffee pot coming out of a typewriter. I feel like the illustration shows how  these random things are created from chaos, the scribbles, and how they can all be the result of a typewriter, thoughts.

Video art can be and is a platform for experimenting and creating pieces that have the intention to say something, not necessarily deep or revolutionary, and make the viewer feel something.

In the other hand, a commericials purpose is to impact the viewer into doing something, by stealing the attention of the targeted audience through a high impact video advertisement. Videos have been a powerful medium used to impact a large number of individuals for several years now and it is a great way to engage the consumer with the product.

There are different ways companies go by advertising their products in television commercials. According to Film Creation there are fours different ways to go about it, and they are:
  1. Comparison Commerial (by comparing the company's product with other products). 
  2. Need Commercial (by showing the consumer why you need the product). 
  3. Demonstration Commercial (by showing the consumer how the product works). 
  4. Benefit Commercial (by showing the consumer how this product would benefit them).
However not all commercials are created to sell products and some are created to change ideals, beliefs or messages. Charities and selfless organisation also create ads to convince people to help in the cause or/and solve a problem. 

As an example I will be using an advertisment made by Save The Children. It was created to make the viewers empathise with the Syrian children affected by the disasterous war. The advertisement is called "Most shoking second a day video".

This advertisement has currently reached more than 58 million views on Youtube, receiving majority support. I remember watching this advertisement on television and thinking how accurate it is. Rewatching it now after three years since it was uploaded, It managed to make me cry. What is even more sadening is this advertisement is still relevant till this very day, althought years have already passed since the misery begun.

What this advertisement did right, is making it feel real and it did this through:
  • Filming every shot within the little girl's eye level. 
  • Making every scene the most ordinary thing a child would do. 
  • Beginning and ending the advertisement with the same event. 
  • Simple but direct concept.
Advertisements like this prove that video commercials can also spread a positive message or fight for a cause. They can too be deep and touching. 

Afterall, video art and video commercials both have something to say, whether it is to change your beliefs or to sell you a product. Both are different forms of expression that happen to share the same medium. 



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