Proposal

        So, how to address the complex topic of sexual exploitation in advertising? The main point that I wanted to focus on was whether suggestive adverts stick in the memory for the right reasons; is it memorable for the product or just the provocative imagery? I haven't been able to find a more apt demonstration of such an advert than the controversial 2000 Opium campaign, which focuses solely on a nude Sophie Dahl (successfully communicating the brand's glamorous and opulent image, but neglecting the  product). 

 

        I propose to make a short animation which communicates how the desire to capture attention can often eclipse the actual purpose of advertising campaigns. My first thought was to construct a narrative, with a character (either male or female, as there are just as many adverts featuring scantily clad men as women) glued to a provocative advert. Later, as the character reminisces about the advert, they are unable to recall the featured product. This idea is quite complex however, with a lot of elements and animation involved which may be beyond my capabilities within the remaining timescale. I needed to pare back the animation, making it as simple yet effective as possible.

 

        The solution was to abandon the narrative aspect, and extra character and focus just upon the advert (I'll use Dahl's Opium campaign rather than create my own), removing the suggestive figure to show that the rest of the advert is empty, and is not best utilised to make the product seem enticing or appealing, as indeed it is not present anywhere within the image.

 

        The nature of this idea fortunately means that I won't have to use multiple angles or backdrops, as I will be animating within the pre defined parameters of the existing image. Consequently I will be able to efficiently create the backdrop and moving figure separately rather than redrawing the background for each frame, and layer the two components together later.

 

        Hopefully, the effect of my completed animation will be that the viewer pauses to contemplate the appropriateness of provocative imagery in advertising. I am not against such adverts as long as the suggestive content is justified, rather than just employed to be eye catching and memorable.