Audience Theory // Analysis Of Stop Motion (Secondary Sources)

Hello.

Since we're studying audience theory, I wanted to make an analysis of several stop motion pieces so I can get an idea of what targeting an audience means and how advertisements often appeal to the majority!!!!

ADVERT - McDonalds

McDonalds is a family orientated fast food restaurant, with a million chains around the world. This advert appeals to children and adults alike, and i'll tell you why this is.

Using the art of stop motion to show tiny figurines cutting up life-sized apples and humongous carrots will be appealing to kids because of the animated playful style and will also appeal to adults because it shows that the ingredients used at McDonalds are "organic" and "home-grown." The music playing is cheerful and bouncy, correlating with the vibrant visuals we see on screen to give the advertisement a friendly undertone. The jolly whistling in the BGM is a constant reminder that we are supposed to be happy watching this commercial and that the McDonalds jingle is also a whistled tune, which injects the brand into the viewers mind further (hypodermic needle theory). The narrator uses onomatopoeia and sound effects (ooh's, ahh's etc) to appeal to children, but also states factual information about the produce which is important to adult consumers. This inclusiveness makes the age rating for this video (U)niversal as it is suitable for all age groups.

SHORT STOP MOTION FILM - Rabbit Punch

Rabbit Punch is a short film about pubescent sexual revelation and reflects on a young school boy and his friend Nathan's morality. The film is aimed at an older audience as it is quite abstract and uses indecent language from the onset and throughout. It's fictional so the theoretical explanation for this film's consumption is for escapism and/or the diversion of reality. The film targets teenage male viewers by using graphic animation (the rabbit being stamped out in it's own blood) and includes things that they, (a stereotypical hormonal boy) can relate with (dialogue about sex, a lynx can, childishly calling girls stupid.) The animation style gives the impression that the scenes were sketched with a graphite pencil almost, and the pigment of red really gives the film a minimalistic, professional feel. The sound effects are appropriate and the filmmaker uses foley sound to portray realism in his film. I would rate this video 15+ as it targets older viewers and people who are specifically interested in film and fictional media with it's style.