Commercial animation is the opposite of auteurism.
In the commercial realm you actually have a client with their own ideas, which have a subject to promote, such as an advertisement, where negotiations about the style, money, audience etc. take place; whereas auteurism - which we looked at in a previous seminar - gives the creator ownership over their work, more like a film.
This was the first ever animated piece of work, created as an advertisement for matches:
For its time, it's groundbreaking and inventive, since no one had tried it before, it wowed its audiences. Especially since it's a campaign to send matches to help the soldiers in the first World War.
It was 114 years since the British made this film, and since then animation has evolved into something much more...
A more recent advertising series is from Lloyds TSB:
This is an example of an advert with it's own style. Since Lloyds TSB work with the same animators, they can use the same character designs and have little stories for them. This in a way makes the animators for it auteurs themselves... However the difference between auteurship and commercial is they are restricted with what they can do with character development because ultimately it's for the client.
Ultimately, I think that animation used in advertisements is more appealing to audiences, because the characters, stories and styles are relatable and can be anything you want it to be, which is why there has been a higher usage of it in recent years.
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