Tony Kaye vs. Anton Corbijn

Moving Image Analysis

http://www.youtube.com/watch?v=NLWWtgqDG2M


The above link is an advert created by Tony Kaye, Tested for the Unexpected, produced for Dunlop. This short film advert created in the 1993 is ahead of its time. It is suggested that the advert has an arty appearance with highly detailed costume and makeup characters. The bright colours such as the shimmery gold and silver leaves a memorable impression in the viewer's mind. Throughout the video the scenes are striking in the sense there is a lot of activity going on in it. The lyrics of the soundtrack help relate to the video, ''Shiny, shiny, shiny boots of leather''.

The soundtrack also does not take attention away from video's imagery, the sound is psychedelic mixed with drone music, it is also relaxing to the ear which means it eases the viewer slowly into the advert. The lyrics are also re-inforced by the visuals of the video, the bright, shiny colours used such as gold and silver body paint convey these lyrics.

The target of audience the advert is aiming for is probably trying to target a wider range of people than for example mechanical car companies. The artistic appearance aims to strike conversation between people to get them talking about the company for any reason needed.
As seen in the screen capture image above displays the costume and makeup has a futuristic and some mythical characters.
However in comparison, the video 'Atmosphere' created by Anton Corbijn for the band Joy Division.

http://www.youtube.com/watch?v=GQSpJfpVHmg

This video's target audience is mainly aimed at the band's fans because the fans would be able to understand the meaning behind the video. It is a sort of memorial video to Ian Curtis, a band member that committed suicide. This memorial video also fits its function towards being like a goodbye to the deceased singer.

In the sense of historical factor, this video helps to leave a lasting memory of Curtis.
The video has features of cultism and religious views with the costumes the people are wearing. In a way the idea of there being a plus and minus sign on the back of the costume could mean joining of forces under any conditions. There isn't much light or colour as the imagery is black and white which helps the viewer to focus on the meaning of the video than the way the colours blend well on screen.

Viewers watching this video in the present day than when it was created in 1988 would view it as an outdated video because the quality is not there. Whereas, compared to the Tony Kaye's Dunlop advert can still be seen now as relevant to its purpose and be re-used again by the company because of its futuristic imagery.

The soundtrack to the 'Atmosphere' video is more post-punk with a hint of drone music. The sound is deep and heavy which again sets the mood for the video, since the tempo of the song is slow which is a slight contrast to Tony Kaye's video. Though the 'Atmosphere' video has cultism ideas in it, Tony Kaye's video does not have underlying religious meanings, it does however have some pre-historics tribal characters in it wading in the water and performing dances.

In conclusion, both videos complete the purpose it was created for.