CoP Seminar - Animation In a Commercial Real

In this seminar we talked about advertising is using animation to better get there point across to the viewer. Most commercials can be for educational, title sequences, and music video animations and they use animation because its becoming more popular in our days and you can do more things in animation than you can in a live action advertisement.  














A good commercial gain for animation was in the Nintendo game 'Animal Crossing' because there aimed at the young, employs animation foster specific social skills and life lessons in children, and introduces capitalistic values and never ending but increasing hard to achieve aspirational level of luxury and opulence.

This animated advert is another good example of animation in the commercial real because of the message it shows you which was that Lloyds bank will always be there for you throughout your life. They do this by showing you a short time laps of a families life, from when the couple meet on the train, to them getting married, and to the couple waving their daughter goodbye on the Lloyds Bank train.

Putting It Together / Final Animation

I thought of just doing an illustration for my visual response of just the two characters put together and it saying choose your character. However, being an animation student I thought at the last minuet to make it into an animation, which shows you someone choosing between the two characters and then picking the sexist character at the end.

I did this by going onto the software After Effects messed about with the 3D editing part to create the effect of someone scrolling through the characters. I also added a glow effect to the characters so that it looks like its highlighted up when the character is being selected. I then placed in some stats to the characters so that you can compare to two characters and see which one is better. I've made most stats better on the realistic character but then made the person choose the sexist character because thats what gamers do.

After I did all that I then added some sound effects to the animation so that it'll give the effect of someone scrolling through characters on a menu screen. Some of the sound effects were taken from youtube so you might be able to recognise some of the sounds because they're from popular games.

A couple of things I would change in my animation would be having better looking stat boards because at the minute the stat boards are a bit bland. Another thing I would change would be the background because a simple ramp effect in After Effects still isn't appealing, and it doesn't really look like an actual gaming menu.

Sexist Woman Character Design

This is my sexist character design that I've created from the drawing that I did. I made this be scanning in the drawing that I did then placed it into photoshop and traced over it again and added colour and shading to it. I also added a shine to it because most women in video games are quite shinny for some reason. Again most of my inspiration for this character came from the video game Mortal Kombat because of the way they dress and the figures of the women. For the character I made her typical to the gaming society by giving her an appealing body rather than an appealing personality.

The thing that I like about this character is the shading of the body because it makes her look 3D and shinny. However, I was uncomfortable drawing this female because of the way she is but something that I don't like about this character is her face and hair because I feel that she looks a bit flat because I found it hard to shade it.

Realistic Woman Character Design

This is my final design that I did on photoshop using the inspiration from my drawing that I did and then using further inspiration for example Maya in Borderlands for the hair. For this character design I've kept her looking quite petite and young but also tried to make her look bad ass. One of the hardest things when drawing this character was creating the face because I didn't know whether to make her smile or just use a plane face, and then the hair as well was hard because I didn't know how to shade it or even to add shade so I just outlined some of it to make it look appealing.

Looking at my female character I like the posture and how she seems to be innocent but badass if you cross her. Another thing I like about my character design is how she doesn't fit in with most of the women you find in games because she hasn't goes massive breasts/hips and that she's not wearing any clothes. However, if I had to change anything about the character I would probably get rid of the scarf because it doesn't seem to go with the look of the character or maybe I'd just change the shape of it and make it smaller so that its less in your face.        

Sketching woman/Initial Ideas 2

For this design I got some inspiration from the game Mortal Kombat because most of the female characters were hardly anything and they are mostly sexualised as well. I wanted the pose of the woman to look like a modeling pose so that it caputuers the "sexy"ness of the character, and I also wanted the character to have big hips and breast so that she would look appealing rather that badass.

   You can see from this these women on the right I've taken some inspiration from their clothing/armour and also from their figure. You can tell that the most common thing to wear is the long boots and the top that hardly covers anything up so thats what I wanted to apply to my character.

Sketching women/ Initial Ideas

 For my ideas of the respectful woman I'm drawing some of the women that I feel show good representation in video games. These women are Lara Croft, Ellie (the last of us), and my own interpretation but with some elements from the women in my mood board inputed in to it like the scarf from the borderlands woman.

In my final design I would like to capture the innocence of the girl but also the badassness of the woman as well. I want to do this by making her look young but make it look like her can fend for herself by putting a weapon in her hand.

One thing that I'd like to change in my drawings would be that she won't be wearing a crop top/ short sleeved shirt, because thats more practicality than fashion.        

The Illusion of “Identity”: Gender and Racial Representation in Animation

In the article it talks about how animation goes from shape shifting like effects, or transmogrification (one of the advantages of working in animation rather that live action) to a new tradition in animation, which began in the 1930s, rendering the human form in motion in a “realistic” manner. Disney studios championed by showing “believable” humans and animals making “natural” movements.

A few theorists have taken a “social constructionist” stance towards the idea of “identity” and that “identity” is created through social situations rather than through a biographical inevitability. In social constraints feminists writers tried to begin to use this concept to free women. However, masculinity, heterosexual, and racial identity has been challenged.

Looking at one of Disney’s animated featured films Aladdin (1992) the films construction of “appealing”, yet “realistic”, characters, it draws into question issues of “identity”, especially related to masculinity and ethnicity. Appeal of at character is where your eyes are drawn to the figure that has appeal, and , once there, it is held while you appreciate what you are looking at. Many employees at Disney used rotoscoping or tracing to capture the human figure while working on the film Snow White, rotoscoping was always “improved” upon to give the character more appeal. At this point in time Disney had not done many male characters that had appeal like Snow White, in fact they’ve only done Pinocchio and Peter Pan but there masculinity was problematized, the appeal of Pinocchio is more in his wooden form, and the sexual ambiguity of Peter Pan’s persona has been discussed by many. Disney were struggling to find Aladdin’s appeal because the character Jasmine was becoming more of the lead character and vice president Jeffrey Katzenberg was noted saying “I can see what he sees in she, but what I don’t see is what she sees in him”. So Aladdin went back to the model sheets and was then noted that the appeal was then taken form actor Tom Cruise.

The genie on the other hand has no gender but appears on screen mainly male but does dress up in women clothing, and the genie also transforms into animals like a goat and a bumble bee. The genie draws on a lot of traditions of comic transformation in animated cartons, and who is also reminiscent of Bugs Bunny’s predilection for drag. The genie perfectly embodies Mary Ann Doane’s theory of “masquerade”, in which subjects put on different personae rather than having on stable subject position. A large portion of gay and lesbian studies has been on the culture of drag, subjects enacting female or leather personae, becoming both subject and object simultaneously, consciously performing subjectivity, much like the genie.

It seems that in some ways, Aladdin is an enlightened feature, using traditions in animation to further the decentering of the white heterosexual patriarchy. Yet in attempting to over throw the system and deconstruct identity. By contrast, when a scene of lesbian or gay identity is lost, the straight world finds it easier to ignore social and political issues that directly affect gays and lesbians as a group.

Disney’s tradition of creating “ the illusion of life” perfectly exposes this problem. Although, the illusion sacrifices attempts at realness in favor of appeal, the end effect doesn’t call attention to lack of real. Where as the genie, in Aladdin, thrusts performativity in the viewer’s face, it is often easy to forget the performance of masculinity and femininity in Aladdin and Jasmine.   

Character Inspiration For Sexist Women

For the character I was inspired by looking at women from the games Tera and Mortal Kombat because these women don't dress appropriately when they're fighting, they just cover up their privet parts all seductively like. Most people will think that it's uncomfortable to play the characters as they are or they just like playing the characters because they look "sexy" to them. So what I'm trying to achieve is for my character to look like this so people will feel uncomfortable to play as her because of the way she's dressed.

To create my character and to make her look like most of the women above I'll have to give her massive breasts, big hips, a skinny waste and she'll have to wear hardly nothing, so that I will achieve the look of what some people like girls to look like in video games.

Character Inspiration for Realistic Woman

For my realistic character I wanted a look that was't too over the top but who also at the same time looks bad ass, so I decided to look at female characters from games who look and are bad ass and saw the way they dressed. There were three games I looked at which were Borderlands, Tomb Raider, and Beyond Two Souls because all the characters are suitably dressed for the situation that there in, there bodies aren't massively exaggerated like their breasts, hips, and arse and their posture is correct by nit standing to stick their arse out or bending over to show off their cleavage.

Whilst playing through the games I've chosen for inspiration, I saw great female representation because not only were the females appropriately dressed they also had great fighting skills and some even had powers. For example Maya (from Borderlands) had in my opinion the best power in the games because she can lift people up into the air in a bubble then you can easily shoot them down, where as the other characters you either shoot two guns, have a turret do the work for you, or go invisible for a few seconds.

       

Mood Board Number 2

For the second mood board I decided to research into the actual clothing on women in video games that were designed to appropriate. Many of the women below are designed to look badass but not sexualised at the same time. It was quite hard trying to fine these images but with the ones I did fine were great at representing women in video games, plus some of these characters I actually found them while playing the game myself because I thought they were cool in the game and exiting to play as.

There are many styles of dressed women above, which make them unique to the game, they also make the game more realistic to play which is a good thing when playing a video game.

This type of design is more on the lines of what I would like to produce for my character design because I feel like it is more modern and I feel that I can by creative with the clothing design that the armour designs.

Mood Board Number 1

This is one of my mood boards I have produced after researching into women in games, this is about female characters wearing armour in video games. In the mood board below you will find many women in inappropriate outfits and others which just mocks the concept of women in hardly any armour, it also shows women in full armour which is ideal for the situation there about to attend there aren't many images of women in full armour because its 'not attractive' to the male view. 

There is quite a range of women here, many look different from the rest, like size, sex appeal, style. It is very clear to see that there are more undressed women than there are fully dressed women, whcih is a big issue in our days especially which more and more young kids are beginning to play video games.  

Creative Visual Response

For the Visual Response brief we have to come up with something Visually Creative which relates to our essays that we've produces. The topics for the visual response are the same for the essay so it seems logical to use the same question as me essay which was about gender in animation, so for my visual response I have chosen to do it about how women have been represented in video games by there armour/clothing.

 Above you can see that most of the women characters don't have the greatest clothing/armour in, which is not the best why to represent women in video games. Also in our days there are not that many female characters that has a good appearance because they're either there just for sex appeal or to make the game have people playing it because of an attractive character. Take the game TERA for instance because most of the women characters in the game hardly wear any clothing and armour, but the worst thing about that game is that there are little six year old girls that wear the same armour and the women do and it just looks wrong, thats why it's banned most places in the world.

 









So for my idea I am wanting to create a female character that wears the appropriate attire and not looking 'slutty', but who still looks like a badass character who you'd want to play as. For example like characters off of mirrors edge (Faith), The Last of Us (Ellie), Borderlands 2 (Maya), and Beyond Two Souls (Jodie).

How successfully has animation been used to represent gender and/or otherness? Refer to specific examples in your response

This essay will address the question of gender and how gender equality is a big issue in today’s but, before talking about that, this essay is going to explain to you what topics will be discussed throughout this essay. Some of the topics will be; how we interpret gender through society and get it mixed up with the sex of a person. Why we argue over equality and what makes men better then women at doing some things but then women are better then men at other thing. Looking through the history of women in animation, what they have achieved and discuss about women’s characters looks and societies expectations on how women’s characters should be in animation. Also how Disney has been portraying women and men in their feature films and how their characters are suppose to be role models for young children when they are growing up.

‘Gender’ and ‘sex’ do get misinterpreted amongst other people, but these two are quite different from one another. Sex is biological and physiological characteristics that describe a man and a woman, where as gender is a social reference which determines someone’s personality, activities and behavior between a man and a woman. Another way of thinking about this is that the sex of a woman means that she has menstrual cycles and breasts which lactate milk for a newborn baby.  Men, however, have testicles and also, in the main, have bigger bones than women. However, with regards to gender, men in some countries earn more money then women even though the job is similar. In Saudi Arabia women are not allowed to drive cars and, in another example, some people might say that women do more house work then men do (World Health Organization, 2015).

In modern society gender is becoming less of an issue compared to the 20^th century because women can achieve a lot more in life and they can change a bit of society around them as well. For example, women are allowed to vote now, drive cars and be independent in their careers. But this is not allowed in the Middle Eastern i.e. Arab women, because the men want them to be traditional, stay at home and raise the children. They are not able to say what is on their mind and, if they want to go travelling, the women have to get permission. However, in the Western part of the world you often see women in the stereotypical jobs like receptionists, personal assistants, nurses, teachers and housekeepers. Also if a woman has the same job as a man she sometimes receives a lower salary but this does not happen if the roles are reversed. Some stereotypical jobs for men are; fireMAN, policeMAN, milkMAN,  and mailman.

In animation there are many different job roles you can go into and oddly enough men and women tend to work in different groups in the industry. This quote by Linda Simensky director of the cartoon networks programming explains what is meant by different groups in the animation industry “First, imagine you were attending a large party for members of the animation industry. After a round of toasts to, say, Bob Clampett or Shamus Culhane, everyone went off to the lavatories at the same time. The line into the women’s room would be comprised of a large number of network executives, studio management types ranging from producers assistants, colour and background designers, and perhaps an occasional director. The line into the men’s room would include studio owners, business types, directors, artists, show creators, designers, and a significant number of other animation artists.” (Women in the Animation Industry—Some Thoughts)

Looking at the history of women in the animation industry you can see that they have had some success throughout the years, some women have even created popular animated TV shows and full-length feature films. For example, a woman called Bianca Majolie worked on projects such as Pinocchio, Cinderella, Peter Pan, and fantasia’s Nutcrackers Suite. Another female animator you may have heard of is Retta Scott. Retta ‘s hobby was going round her local zoo drawing the animals and this led to her being asked to work on the feature film Bambi. The scary dogs at the end of Bambi were Retta’s first attempt at animation.

Bianca Majolie was the first female Walt Disney hired for the story department, Hollywood Citizen News heard about this and then did a story about her but they left her name out. This article was passed round her office and so she sarcastically wrote, “who is this girl?” Silly Symphony’s Elmer Elephant was one of her most recognizable pieces of work and was said to be the inspiration for Dumbo, so two of the famous nine old men gave credit to her for enhancing storytelling at Disney. They said “we could not have made any of the feature films without learning this important lesson: Pathos gives comedy the heart and warmth that keeps it from becoming brittle.” (A History Of Women in Animation: Mothers of a Medium, 2014).

Retta Scott was the first female animator Disney hired because of her works at CalArt. Throughout her time there she spent most of her free time going to the local zoo and drawing all the animals she could. Whilst Scott was at Disney some animators would say that she was incredible at drawing animals.  At the end of the film Bambi, where the dogs are chasing Bambi’s girlfriend, she made the dogs so realistic that it was actually scary.

During World War II she continued at Disney but, after the war finished, she left and became a freelancer and  created a book called ‘The Big Golden Book Edition of Disney’s Cinderella”, which also included Bambi, Fantasia and Dumbo. This gave her the title ‘Disney Legend’ in 2000.

Another female animator is Reiko Okuyama who was known as being the first female Japanese animator. As a child she was very ill so she spent most of her time drawing and by the time she was at college she was amazing at it. Reiko was hired has an inbetweener at Toei Doga, but was promoted to second key animator in the 1959 Shonen Sarutobi Sasuke/ Magic Boy. Then Reiko became a mother and was expected to step down and become a homemaker, but she did not like that idea. Her bosses were brushed the wrong way and tried to threaten her with the notion that her husband’s job was on the line, so she left. Reiko did come back but with the industry unions behind her and won the right for women to balance their work and family without losing their career over it. She continued to produce work and teach other people animation until she passed away in 2007.

Moving on, this part of the essay will discus how sexism has been improved throughout the years in Disney Pixar feature films. Also it will look at the songs from the films which were aimed at children and discus how it could influence them when they are growing up. For example, in the Little Mermaid, Ursula sings to Ariel about giving her, her voice so that Ariel can walk on land, but when Ursula starts to persuade Ariel she says “It’s she who holds her tongue that gets the man” (Poor Unfortunate souls, Written by Howard Ashman and Alan Menken, preformed by Pat Carroll), this implies that women shouldn’t speak around men because men don’t care for what women say.

It is, apparently, a known fact that Disney has produced some hidden sexist and racist nature throughout their movies, and that they have portrayed most of the earlier princesses as being fragile and very dependent on males to come and save them from a bad situation. In the movie Mulan (1998) she has to change her whole appearance so that she can join the army, because women in China were not allowed to join. Also in the movie Mulan, there are two song that are sung by the army, the first one is called ‘I’ll make a man out of you’, which at the beginning has the line “Did they bring me daughters, when I asked for sons?” This states that men are better equipped at war because they are ‘braver’, ‘stronger’, and ‘faster’ but by the end of the song Mulan shows that she is all these things. The second song that they sing is ‘A Girl Worth Fighting For’. In this song there is a sentence with the lyrics  “Err, how about a girl who’s got a brain, who always speaks her mind?....Ner!”. This is sexist because it is saying that men do not want a smart and confident spoken woman, they want a woman who can cook, marvel at there strength and be beautiful. This is telling little girls that you should cook and be good looking so that they can be liked be males, if not males won’t be interested in them.

Moving on to another movie now, The Little Mermaid has parts in it that are sexist with a hint of racism in there as well. A great review was done on this movie by a YouTuber called ‘Honest trailers’, where he says that Ariel only fell in love with Eric because he was hot, that Ariel should always look beautiful and that Ariel is a “half naked 15 year old” who hangs around with friends that are dumber and fatter than she is. The Little Mermaid is also racist because of the crab and how he is the only creature with an accent, and that he is “the closest thing this movie has to a black person” (YouTuber, screen junkies, Honest Trailers). The Little Mermaid also teaches little girls that it is okay to change your appearance so that a man will like you, and that it is okay for you to run off and leave your family behind with a guy you just met. There is one song as well ‘Poor Unfortunate Souls’ where Ursula sings to Ariel about how when she looses her voice men will find her more attractive because men are interested in women who do not talk and who are very beautiful. This also encourages little girls to use body language instead of their personalities to get boy to like them.

If you want to watch the Honest Trailer for the little Mermaid then go to this website - https://www.youtube.com/watch?v=CA-eyG7lUv8

The animated full-length feature film ‘Toy Story’ has hardly any toy women in it. This is because the child Andy is a boy so really he should have boy toys but the only girl toy he has is Little Bo Peep, who doesn’t actually have a major effect on the main plot of the story. This can be shown because as the movies progress Bo Peep gets handed down to Andy’s little sister because she is a girly toy, also Bo Peep is just there so that Woody has a little something on the side. However, in ‘Toy Story 2’ this all changed when Jessie and Mrs. Potato Head were introduced to the story but Mrs. Potato Head is automatically married to Mr. Potato Head because of the similarities of their names.

Some may say that the animated film ‘Brave’ has Disney’s first female lead role that is a great representation of women in animation. This is because Merida the main character is not the typical stereotype princess. Merida isn’t committed to the idea of an arranged married to a prince and she wants to figure out her own fate without getting pressured into getting a man (unlike Cinderella, Rapunzel and Mulan). In some aspects Merida actually fails as a princess, to best get this fact across Sierra’s review of ‘Brave’ may help; “She admits it – nay, proclaims it: she hates that ladylike crap. Unlike Rapunzel, Merida is not at all afraid to tell her mother how she feels. On the contrary, she’s a frothing bundle of anger at ridiculous gender norms and the restrictions of being a role model to her clan and its allies. She throws some serious barbs at Elinor (her mother), who has spent Merida’s whole childhood telling her what a princess shouldn’t do… Merida’s rebellion is actually that: rebellion. It’s defiant and petulant and generally immature. Which is fine, since the reel plot hasn’t started yet. But it makes her a less sympathetic character to daughters of Christian patriarchy than Rapunzel because, unlike Rapunzel and unlike us, Merida doesn’t give a damn about pleasing her mother. She’s a teenager that the daughters of Christian patriarchy would have never dared to be.” (Review: Pixar’s Brave is Braver Than it Looks, 2012). Merida is a good role model to girls because she shows that she wants to keep her independence, plus Merida relates to the teen girls because she is going through the same relationship problems with her mother. This film is more about the relationship between the mother and daughter, who goes on a journey about dangerous magic and fate, than it is towards Merida and a man. This shows young girls that you do not always have to rely on men to come and save the day and they can to be more independent in there own way.     

Many people will have different views and opinions on this next film‘Frozen’. In some peoples’ opinion the full length animated feature film is a good representation of female relationships. This is because ‘Frozen’ shows small children that for true love you do not need a man you just need love from a family member like a sister.  Other people do not like the film because the animators used the same model as Rapunzel from Tangled for Elsa and Anna, so they are saying that Disney has been lazy. However, this essay can give you three reasons why the film Frozen has good female representation: the first reason is that for the first time in a Disney movie the princess has the magical powers unlike other movies where Ursula, Maleficent, Cinderella’s fairy godmother all have magical powers but are themselves either villains or maternal figures. For Elsa it is all different because she can manipulate the elements through a burst of her powers and this is shown in the very famous song ‘Let it Go’. (4 Reasons Why “Frozen” is the Most Feminist Disney Movie Ever, 2014). The other reason Frozen is a good film is that Elsa, the snow queen, is an introvert where “pop culture has deemed that, in order to stand out or be noticed or liked, you have to be a little more outgoing or have a more charming personality. Just look at all the female leads in romantic comedies. Elsa is not any of these things. She’s a full-blown introvert and is not as bubbly or as talkative as her sister Anna, thus proving that it is okay to be more of an introvert and still be awesome. (3 Reasons why ‘Frozen’s’ Elsa is a Good Role Model, 2014) Lastly, the third reason why it is a good film is that the movie has two great role models for little girls, Elsa is a powerful QUEEN not princess who rules over a land that does not care that a woman is in charge of things. Her story is about learning to overcome her shame and take pride in having a unique gift. Anna on the other hand has no powers so no unique gift for her, but what she does have is bravery, resourcefulness, determination, kindness, and she is filled with love for her family. So together they say, be proud of your unique gifts and you too can be ordinary but still save the day. The sisters show little girls that there is more that one way to be strong. (4 Reasons Why “Frozen” is the Most Feminist Disney Movie Ever, 2014).

To come to a conclusion in this essay then it would seem that, over the many years of animation and gender equality in films, the female character has gained more respect and has, therefore been given more lead roles and become more independent, “even though it is harder to animate female characters because they have more emotion to get across but keep them pretty at the same time.” (“Frozen” Head of Animation Says Animating Women is “Really, Really Difficult, Lino DiSalvo, 2013). Also it is becoming more and more acceptable for women in animation to have lead jobs and direct movies so in modern day society some people might think that women are becoming more equal with men.              

             

Bibliography 

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https://www.youtube.com/watch?v=CA-eyG7lUv8

Sierra. (2012). Review: Pixar's Brave is Braver Than it Looks. Available: http://www.patheos.com/blogs/phoenixandolivebranch/2012/06/pixars-brave-a-review/. Last accessed 26th Feb 2015.

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Veronica Agard. (2013). 6 Disney Films That Are Undeniably Racist and Sexist. Available: http://mic.com/articles/68219/6-disney-films-that-are-undeniably-racist-and-sexist. Last accessed 22nd Feb 2015.

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Unknown. (2006). Social Differences between Eastern and Western Woman. Available: http://www.awtministries.com/english/culture_detail.php?id=155&cat=culch. Last accessed 15th Jan 2015.