The concept of communication as a model is based on the relationship between a transmitter and a receiver and how well a message can be transferred. This not only applies to telecom and data transfer but also to the communication between the media and it's audience, which I will be discussing in this post.
Im a big fan of TV advertising especially if its CG or animation based; im not saying that if their advert impresses me then I'm bound to buying their product but it will certainly leave me inspired. I recently fell in love with the new Müller Light 'wünderful stuff' advert, which has come a long way since Müller's last twee advertising campaign of 'licking the lid of life' which was a regular cue for me to change the channel or risk death by cringe.
With the faces of a shropshire farming community and cheesy music completely removed; Müller have progressed to something far better... Robots and Mr. Men! The ad is a compilation of many classic cartoon characters brought together to make some kind of euphoric street scene. With an explosive opening of the 'Knight Rider's car' emerging from a cloud of smoke the viewer is instantly drawn in, but what is it that makes this ad so successful? Is it the complex and detailed CG? Partly, but not completely. More importantly I think it is the way that the advert communicates with its audience.
The advert plays heavily on luminosity, showing a very desaturated (grey scale) city that progressively turns more saturated and colourful towards the grande finale of the rainbow.
This plays on the viewers emotions and makes them feel slightly euphoric themselves, not to mention the feeling of triumph as a parking warden is swallowed by a robot (a vision we would all love to see). These elements and wide variety of characters pull together to make a rather 'random' sequence of events, which leads me onto my next point...
When communication follows a pattern the proceeding steps can start to become quite predictable, if this is over used in a story line then the whole thing can become quite dull and information can be left redundant. Fortunately for us Müller have avoided this and given us the element of surprise, no one would have guessed that Yogi Bear could appear in the same advert as Mutley, therefore this use of Entropy (a condition of disorder and chaos, which also describes the advert perfectly) is very successful.
In communication, an often annoying boundary is 'noise,' an occurrence that causes disruption in communication. The reason this advert works so well is that it uses noise to aid its entropy. The fast and complex imagery can slightly confuse the viewer at first, but isn't that the idea? This advert 'breaks the mould' (sorry VO5) therefore any confusing imagery can only add to its success!
I would say that due to this being a television advert, the final step of communication; 'Feedback' is broken, but infact this blog is feedback in itself, so if your reading this Müller... Good job!
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