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After watching recently many advertisements for new game releases, (especially the semi-recent Metal Gear Solid 2 and GameCube ads) I have come to the conclusion that game advertising still remains rather formulaic and what's worse, doesn't show why I should buy the game advertised. Most of the ads are happy by showing some subtly surrealist sequence and/or combining it with FMV from the game. I think that excluding actual lack of skill, one of the reasons game advertisements are, in general, unsuccessful is because the advertisers find it difficult to recreate through visuals only the immediate and tangible feeling of playing the videogame in question – that is why advertisers usually resort to using surrealistic and/or metaphorical imagery. I feel that new ways to advertise videogames are needed; surely more games would be sold if more people in the audience knew what the advertisement was actually trying to sell. With this in mind, I have come up with a new technique for use in advertising –a more direct approach that would be more useful.
My idea involves heavy use of montage as defined by Sergei Eisenstein and his colleagues of 1920s Soviet cinema. In short, montage refers to the technique in which creation of a sense or meaning is not derived from the images themselves but by their constant juxtaposition; Eisenstein's aim was to manipulate the audience’s emotions into one pre–determined direction using this technique. The best example of this technique, for me, comes in a sequence at the end of Eisenstein's The Strike, in which the workers on strike are shown being massacred by the Tsarist army. The way in which the sequence is shot, however, emphasizes the tragedy by cross–cutting and juxtaposing images from a butcher cutting up a cow (I believe the point Eisenstein was trying to make in this sequence is obvious). However, although I suggest using Eisenstein's definition, in practice I'm thinking of using montage in the manner of Kuleshov's experiments. In one of these experiments he showed how a smile was seen to change its significance according to the image that preceded it. It is this kind of idea that I'd like implemented in game advertisements. I'll provide a simple example:
- A person is shown playing a game console.
- Shot of smile.
- Footage of game being played.
- Shot of smile.
- Game console and/or game advertised are shown separately, along with company logo.
- Shot of smile.
Admittedly, my example is somewhat crude and unimaginative. Nevertheless, I believe a talented filmmaker could make better, more effective game advertisements using the basic structure of montage and combining with creativity. Learn the rules, and then break them. Advertising is a very fashion oriented industry; producers go with what happens to be in vogue at that particular time. Take Sony's 'Third Place' series as an example. Gamers and critics raved about it; it was off-the-wall, kind of cool, and very 'Sony'. But when my mother saw the ads she had no idea what they were for. It might be fashionable it skirt around what you're advertising, but don't stray too far. Secondly, who is your target audience? If you're advertising the latest Silent Hill title then sure, a montage might well get your target thinking about the product, and considering what your point is. But try it on the latest Action Man title and you'll not stand a chance. The Cheerios ad following is more exciting than thinking. Thirdly, you'd have to be careful. Imagine an advert for Doom 3, chainsaws and plasma rifles ripping demons apart, interspersed with visuals of someone smiling. Does that say 'fun game' to you? Or does it say 'Hey, you're a psycho'? Montage requires thought, so it's really for adults, which means it’s for adult games, and, well, chainsaws and smiles.
Ok, there’s the awful Halo advert, that’s given. It’s trying to sell the game on testosterone and slick graphics. But that’s what the game is all about. Fairy snuff. But what about the GameCube ads? They're offbeat without being obscure, they show the games well, and they have a thought provoking twist. And on top of that they promote the Nintendo brand. Few companies could ask for more from an ad. Sometimes, being different for the sake of it doesn't work. Film and television literacy jumps with every generation. Eisenstein is rightly applauded as a pioneer, and his films have a powerful artistry, but as a modern sales device? Yes, games advertising usually misses the point, and modern advertising in general often lacks focus, but this is due to advertisers fear of being seen as boring, condescending, and manipulative, to a young audience. Being thudding obvious is almost as bad as being too oblique. Also the ability to 'read' games footage is an acquired skill. The Jak and Daxter ads quite neatly used the cut-scene footage to emphasize its 'cartoon-ness' and humor. I thought the Lucozade ads did a great job of selling the essence of the games, with a bit of added humor thrown in, without alienating anyone by showing Ms. Croft blowing away cuddly, wild animals.
Pity they were selling soft drinks, and not the games...
Thanks for reading,
LF
My idea involves heavy use of montage as defined by Sergei Eisenstein and his colleagues of 1920s Soviet cinema. In short, montage refers to the technique in which creation of a sense or meaning is not derived from the images themselves but by their constant juxtaposition; Eisenstein's aim was to manipulate the audience’s emotions into one pre–determined direction using this technique. The best example of this technique, for me, comes in a sequence at the end of Eisenstein's The Strike, in which the workers on strike are shown being massacred by the Tsarist army. The way in which the sequence is shot, however, emphasizes the tragedy by cross–cutting and juxtaposing images from a butcher cutting up a cow (I believe the point Eisenstein was trying to make in this sequence is obvious). However, although I suggest using Eisenstein's definition, in practice I'm thinking of using montage in the manner of Kuleshov's experiments. In one of these experiments he showed how a smile was seen to change its significance according to the image that preceded it. It is this kind of idea that I'd like implemented in game advertisements. I'll provide a simple example:
- A person is shown playing a game console.
- Shot of smile.
- Footage of game being played.
- Shot of smile.
- Game console and/or game advertised are shown separately, along with company logo.
- Shot of smile.
Admittedly, my example is somewhat crude and unimaginative. Nevertheless, I believe a talented filmmaker could make better, more effective game advertisements using the basic structure of montage and combining with creativity. Learn the rules, and then break them. Advertising is a very fashion oriented industry; producers go with what happens to be in vogue at that particular time. Take Sony's 'Third Place' series as an example. Gamers and critics raved about it; it was off-the-wall, kind of cool, and very 'Sony'. But when my mother saw the ads she had no idea what they were for. It might be fashionable it skirt around what you're advertising, but don't stray too far. Secondly, who is your target audience? If you're advertising the latest Silent Hill title then sure, a montage might well get your target thinking about the product, and considering what your point is. But try it on the latest Action Man title and you'll not stand a chance. The Cheerios ad following is more exciting than thinking. Thirdly, you'd have to be careful. Imagine an advert for Doom 3, chainsaws and plasma rifles ripping demons apart, interspersed with visuals of someone smiling. Does that say 'fun game' to you? Or does it say 'Hey, you're a psycho'? Montage requires thought, so it's really for adults, which means it’s for adult games, and, well, chainsaws and smiles.
Ok, there’s the awful Halo advert, that’s given. It’s trying to sell the game on testosterone and slick graphics. But that’s what the game is all about. Fairy snuff. But what about the GameCube ads? They're offbeat without being obscure, they show the games well, and they have a thought provoking twist. And on top of that they promote the Nintendo brand. Few companies could ask for more from an ad. Sometimes, being different for the sake of it doesn't work. Film and television literacy jumps with every generation. Eisenstein is rightly applauded as a pioneer, and his films have a powerful artistry, but as a modern sales device? Yes, games advertising usually misses the point, and modern advertising in general often lacks focus, but this is due to advertisers fear of being seen as boring, condescending, and manipulative, to a young audience. Being thudding obvious is almost as bad as being too oblique. Also the ability to 'read' games footage is an acquired skill. The Jak and Daxter ads quite neatly used the cut-scene footage to emphasize its 'cartoon-ness' and humor. I thought the Lucozade ads did a great job of selling the essence of the games, with a bit of added humor thrown in, without alienating anyone by showing Ms. Croft blowing away cuddly, wild animals.
Pity they were selling soft drinks, and not the games...
Thanks for reading,
LF
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People have mentioned this as a GAD contender, and I'm inclined to agree.
Well done!
:D
Well done!
:D
Nice topic, Lawless.
GAD worthy post, BTW, and good luck ;-)
GAD worthy post, BTW, and good luck ;-)
An interesting idea there, LF
I can see your point about the mix of FMV etc not being very appropriate, and your simple idea would appear not to be so simple.
But don't smile..ever :D:D
GAD? .....If I say, you won't win...im unlucky :D
I can see your point about the mix of FMV etc not being very appropriate, and your simple idea would appear not to be so simple.
But don't smile..ever :D:D
GAD? .....If I say, you won't win...im unlucky :D
Good post indeed. Well thought out. You a media student?
While it certainly seems that most of the videogame adverts fail to hit the spot for us lot, I reckon that we're exactly NOT the target demographic that game ads are aimed at. Purely by virtue of spending time posting here, I think we can agree that most of us are pretty well informed purchasers, but more importantly, we're also 100% reliable purchasers, that is, the commisioners of the adverts know full well that we're going to spend a significant proportion of our hard earned beer tokens on gaming goodness.
They don't need to sell games to me. I'm already sucked in. It's little Jimmy who's birthday is coming up, and Mummy doesn't know what to get him. Which is exactly why the flashy FMVs constitute most of the footage we see. When you're advertising a McD's burger, do you show the limp sorry excuses for food that you'd normally get, or a fresh crisp burger? You have to show your product in the best possible light, and FMV does exactly that.
I'm with you all on the travesty that was the Harry Potter ads, but again, if we look at them, who are they designed to appeal to? Probably 3-9 year olds. Does the average 3-9 year old have a decent appreciation of what constitutes involving gameplay, or would be rather knaw his arm off than do without the toys that all his little friends are going to have? So you emphasise the fact that it's Harry Potter, i.e. the brand, over the quality of the product, which in that particular case is mostly irrelevant anyway.
While it certainly seems that most of the videogame adverts fail to hit the spot for us lot, I reckon that we're exactly NOT the target demographic that game ads are aimed at. Purely by virtue of spending time posting here, I think we can agree that most of us are pretty well informed purchasers, but more importantly, we're also 100% reliable purchasers, that is, the commisioners of the adverts know full well that we're going to spend a significant proportion of our hard earned beer tokens on gaming goodness.
They don't need to sell games to me. I'm already sucked in. It's little Jimmy who's birthday is coming up, and Mummy doesn't know what to get him. Which is exactly why the flashy FMVs constitute most of the footage we see. When you're advertising a McD's burger, do you show the limp sorry excuses for food that you'd normally get, or a fresh crisp burger? You have to show your product in the best possible light, and FMV does exactly that.
I'm with you all on the travesty that was the Harry Potter ads, but again, if we look at them, who are they designed to appeal to? Probably 3-9 year olds. Does the average 3-9 year old have a decent appreciation of what constitutes involving gameplay, or would be rather knaw his arm off than do without the toys that all his little friends are going to have? So you emphasise the fact that it's Harry Potter, i.e. the brand, over the quality of the product, which in that particular case is mostly irrelevant anyway.
Thats a great post and like the others said it's GAD worthy. Are you thinking of a career in advertising?
Brings back aweful kiddy-grabbing ads such as the 'not in game footage' ads of Lego (something, can't remember the name) and Harry Potter.
Greta post LF, really good. Made me think about a lot of things really. Is it the game or the advert that pulls you in?
GAD worthy.
:D
GAD worthy.
:D
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