We’re at a pivotal point with advertising and the creation of content, a point that’s not unlike what happened in cinema. We looked to caricaturize and package a sales pitch and, in many ways, look to project it to the back of the room to make sure that none of its target audience is excluded. For years, we’ve been taught that good advertising is a dramatization of a problem and its solution. Something very similar is happening today in advertising. Suddenly there was a marked shift in film style and performances were no longer wooden, theatrical, and disconnected from their audience. They did something that made sense in front of an up-close lens. It wasn’t until actors like Marlon Brando adopted method acting and introduced nuanced and real human behaviour that film changed. Except the audience is up close and all you can see and hear is a caricaturizing of human behaviour. That’s because the actors are trying their hardest to project to the back of a theatre to make sure that everyone in the audience can see and hear them. Ever watch one of those films from the 40s or 50s and wonder why the acting seemed so contrived? Most likely that’s because you were watching theatrical actors try to take their craft and employ it where it doesn’t belong – in front of the camera.
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