Ash Ingham
DFGA ~ Moving Image Analysis ~ Compare & Contrast
“Tested for the Unexpected” by Tony Kaye and “Joy Division - Atmosphere”
by Anton Corbijn
Although both these clips use music, moving images, and involve items
coming onto the screen; one is clearly more sophisticated than the other. One clearly had a huge budget, the other did
not. While Dunlop’s “Tested for the
“Unexpected” highlights Kaye’s skills of planning size change, tone, speed of
image change, and flashing imagery “Atmosphere” struggles with simpler imagery,
the difficulty of carrying canvases steadily, less good use of space and a lack
of finesse which ultimately fails in its delivery.
“Tested for the Unexpected” boasts bold images which make full use of
the screen. The music has a ‘driving’
beat. Action enters the screen from all
directions and angles. Images flash
before your eyes and these reinforce the impact. Maximum use is made of light and shade so
that there is tonal impact as well as colour impact. Quickly the wheels tell us this is a tyre
advert. The ball bearings make
subliminal mental links such as the idea of fluidity – because they are
spherical – smooth running – ball bearings facilitate this and yet ball
bearings on the road mean danger – you could slip, roll, or slide! The pace of the changing images makes your
heart race – like a roller-coaster ride.
You become more aware, your eyes dart across the screen searching for
the next image. You are still shocked
and taken unawares as faces flash out at you – fat cats – rich and overfed,
another subliminal message – that of wealth.
Is this a ‘baddy’? Then comes a
face with cats-eyes – questions flash?
Cats eyes from the centre of the road? – A nice link here back to the
road, to ideas of safety and grip. This
is impressive because it uses many different methods of messaging. It is concise, punchy and makes compelling
viewing.
In contrast “Atmosphere” focuses more on its characters, though these
confuse as to what they are – Klu Klux clan members or monks? Initially the opening is strong, introducing
a narrow cone, however its top and bottom leave the screen cutting it into two
halves, weakening the impact. The
significance of the cone remains a mystery.
The figures walk across the screen reflecting the words of the
song. They move from left to right and
vice versa, but this becomes somewhat repetitive. The figures are, on the whole, in mid screen,
but the viewer is distracted by their random clustering. The negative shapes occurring between them are
not defined, meaning the overall image could be improved by better positioning. Possibly some still shots could have been
included and more impact created by using the juxtaposition between the black
and white figures rather than leaving them random. A further distraction is caused by the
difficulty that figures are having walking on the sand. Is this intentional to show that ‘walking
away’ (the lyric) is hard or is it just a problem not solved. It could have been resolved by walking on a
plank! One figure enters carrying a
cone, he falls and again we are left questioning was this an accident left in,
or planned? Good imagery should make us
feel comfortable, uncomfortable, gasp, or marvel, but not make us question the staging
of the piece. The puppets should be our
focus not its strings. The incidents
continue, figures carrying a large canvas across the screen struggling to keep
them level. Another group passes behind
a clump of cacti. They pass down too low
and nearly vanish – the distance behind the cacti is wrong! The clip begins to feel far too long.
In comparing the two pieces it is impossible not to notice that the
latter lacks the more dynamic use of the screen. It also lacks colour. Black and white can be a very powerful
combination but this clip misses out on impact by not using enough tonal work
and contrast of larger areas of black.
Finally its composition is lacking.
It could have been improved by the figures entering the screen fro0m
varied directions thus offering differing sizes of figure. The pace doesn’t change either and again this
would hold the viewers interest. I feel
so much more could have been done with the shape of the hoods, the folds in the
robes, the eyes within the hoods, and the use of an underlying geometric shape
to make a cohesive composition.
Technology
& Production value
Looking specifically we can see that “Tested for the Unexpected” uses
the latest technology, it has been produced in black and white and then
coloured so that the tonal values of the images could be assessed before the
extra benefit of the colour. This
implies that degrees of colour could be tested and evaluated before the final
tint was chosen. In contrast “Atmosphere”
uses a much lower level technology, though it is there. The closing + sign and – sign is a nice touch
echoing the opening sequence. The camera
work is very simple however.
Each has its own production values but one is very high and the other
has faults which let it down.
Colour
and Light
“Tested for the Unexpected” uses colour very carefully, the warm tones
in the skin of the faces are subtly changed.
Lights and darks are cleverly contrasted from the opening “out of focus”
shot through the whole sequence. Flashes
of orange fire contrast against the dark, yet shiny car and wheels.
“Atmosphere” uses no colour so we can only discuss light. Personally I find the overall imagery too
pale. There are places, like when we see
rocks, the cacti, and the trees where light and shade create interest and
texture. The figures are often just a
little too far into the middle ground, rather than in the foreground, which
creates a sense of distancing from the action.
As already mentioned more could have been made of the contrast between
the white and black figures – these just seem randomly jumbled whereas they
could have been grouped to create tension.
Content
and Symbolism
Tested for the “Unexpected” has a packed content. Each shot blends seamlessly to the next
despite vastly contrasting images. Faces
flash – fat cats who own cars, women who ride with them, children who need to
be safe outside the car, but also inside.
Dangers appear from every direction symbolised by the ball bearings, the
fire, the twists and turns. The fires create
a ‘James Bond’ like feel and who wouldn’t like to be James Bond? The tyres spray water in great sheets which
symbolise the danger yet also create a memorable visual impact. The wheels turn safely despite it all. The balls fly, symbolising danger cast
aside. Then flash the words TESTED and
FOR in white on black rubber, then comes the nail filled gimp suited head –
symbolising one more problem and finally THE UNEXPECTED. All is safe – what a conclusion! There is just enough of a break with the black
head for us to breathe so that a climax can become a conclusion. It is quite masterly.
Undoubtedly “Atmosphere” has content.
However I have found it difficult to find a thread or message within
it. Too many questions remain unanswered
and yes asking questions is good, but answers should also be found. Different people may come up with different
ideas and that is fine, but there must, for me, be a message or a symbol which
creates a personal impact. Sadly there
are few aspects in this clip which I can appreciate. I find ‘mistakes’ that are too noticeable
spoil the overall effect.
Historical
and Contextual factors
Historically the Dunlop advert is one in a line of expensively produced
ads which date back as far as the Dunlop firm.
These would have been originally posters progressing to today’s short
films. To compete with other firms the
ads have to be slick and polished. They
also have to be very much ‘of the moment’ with a content which reflects current
thinking. They must be as new as the
fashions that appear on the catwalks each season with images that are
memorable, new and exciting.
Whereas “Atmosphere” shows much less finesse. I am sure that the use of + and – signs are
not original nor the use of cloaked figures.
Consequently I feel the clip is of poor value. If the images do not have a true value then
they insult the viewer. The film-maker
should portray a mood or atmosphere, a storyline, and direct the actors to give
an impressive performance otherwise the value is not there. For me “Atmosphere” lacks value because it
lacks coherent content.
Relationship
to the Soundtrack
“Tested for the Unexpected” fits hand in glove with its soundtrack
because the images appear to the pulse of the music and as a result they
complement each other. Undoubtedly the
fact that the music is powerful and dynamic is helpful, in contrast to the
music for “Atmosphere” which is repetitive and lacks changes in rhythm or
pace. Consequently the clip appears slow
moving and less pacey than “Tested for the Unexpected”. The result is that the “Atmosphere” clip
appears less interesting and certainly does not have the close link to its
music.
Function
and Fitness for Purpose
The Dunlop advert is expertly put together and for Tony Kaye to have
been given this brief you would certainly expect the result to be fit for
purpose which it undoubtedly is and more.
I only had to watch the clip once to be impressed whereas the “Atmosphere”
clip I watched several times to even establish what it was about. Later, on returning to the Dunlop clip I was
further impressed by the juxtaposition of images and was struck by how well
these had imprinted on my memory – something that did not occur as readily with
“Atmosphere”. Thus I must conclude that
though both are fit for purpose “Atmosphere” could be improved. I acknowledge that the music is harder to
create images for. Possibly therefore,
more abstract images or patterns would help.
Or, if the clip was re-shot with a much more formal positioning of the
figures thus creating a more stylistic imagery it would be better fit for
purpose.
Target
audience and how it communicates with them
The target audience will be very different. For car tyres your audience is much wider and
their financial status very different.
However everyone needs tyres so you are aiming to outdo your
competitors. The target audience is
possibly more male than female. Most
females taking advice on tyre purchase from male tyre dealers, boyfriends, or
husbands. The males therefore make the
decisions as well as being purchasers themselves. The Dunlop ad is very macho, it has overtones
of adventure, mystery, speed, and that ‘James Bond’ element which is a sure fire
recipe for success. The clip
communicates with its audience boldly with the message “you can be part of
this…”. As a bonus no female could fail
to be ‘bowled over’ either.
In contrast “Atmosphere” target audience is much more limited. This audience is a young one and both male
and female. The audience will buy the
music even if the clip is not brilliant, so it is the music which sells the
item, in contrast to the Dunlop ad where the advert sells the product. Consequently Tested for the unexpected has to
be of a higher calibre. No one will
return their music because the video is not up to standard, but if your tyre ad
is not the best the customer will buy elsewhere.
Conclusion
In conclusion it is easy to praise a masterpiece because its imagery is
bold, its movement fluid, and the positioning of its images careful and
contained but you are actually praising hard work and dedication to achieve
those results. A masterpiece is produced
by a perfectionist who corrects and hones his work. Furthermore your can argue that this is all
due to a generous budget, but even a low-budget film can encompass these
skills. If it is not perfect re-do
it. Taking time will ensure that images
are well positioned. Thinking will
ensure that the composition of each frame is well balanced and being analytical
at every step will ensure an impressive final product. “Tested for the Unexpected” has the hallmark
of a masterpiece whereas “Atmosphere” has attempted these skills, but it lacks
the meticulous attention to detail that would elevate it away from the
mundane.
