Animated short films are different from animated feature films and animated series. As the name suggests, the most obvious difference from the latter two is that it is a shorter cartoon form. Secondly, it generally targets audience groups different from the latter two, mainly Fans of art films and professionals in film festivals are not ordinary audiences. Simply put, this form of animated short films faces "people in the circle". Therefore, due to the different audience groups, it does not have to Consider a series of commercial issues such as box office ratings. The source of funds for animated short films is generally the creator or a few people to bear the burden. The ideological connotation, theme meaning, expression form, etc. are all marked with "avant-garde", which highlights the creator or a kind of individual of the creative group. Independent will and independent thought are concise, abstract, and absurd in form, and have very profound meanings. These are some of the basic characteristics of animated short films.
Looking back at this "World of Trademarks" again, comparing with the characteristics of the above-mentioned animated short films, it seems that "World of Trademarks" is more plot-oriented in the narration of the story, and the expression of the plot is not abstract, but simple and easy. Understand, it seems to be a certain Hollywood police and robber shootout movie, eye-catching. Or, this is where the "World of Trademarks" can attract the audience the most among the many award-winning short films. Then, why this "World of Trademarks" animated short film has an obscure metaphorical plot statement, and uses a plot similar to Hollywood How about classical narrative methods to express plots and then express thoughts?
This slowly cuts into the subject of this short film.
"The World of Trademarks" uses a Hollywood gunfight-style plot telling to draw the audience into the world of storytelling very easily, just like watching a Hollywood blockbuster. After a fierce wait until the end of the story, use the end of the film. The remaining empty shots pull you out of it, allowing you to recall what happened just now in the joking music, until your thinking is close to the theme of the animation.
So, what exactly is this short film expressing? How can trademarks, such as rigid symbols of lifeless things, be displayed in this short film naturally and in a life-like manner by the creators?
It can be seen that the trademarks in the film have been humanized and humanized. Each of the trademarks Hedy Kid, Michelin, and KFC Grandpa have become petty citizens living in the real world. On the other hand, of course, it can be said that humans have been The trademark is symbolized. In this symbolic world, it is full of colors. As you can see from the film, the whole tone is dry yellow. In addition, other colors are also rigid and lifeless. We will eventually find that this is full of trademarks. In the world, we are all puppets holding a certain trademark symbol, and after the fierce trademark battle, only the silence of the world and a lifeless and disabled trademark body are left, everything is empty. "I Don't Want To Set The World On Fire", just like the title of the ending song, has long revealed the theme of the short film. Behind the fast-paced lives of us, you, and them, are we pursuing just such an empty thing as a trademark? , Such a symbolic thing covers us, we are so lifeless, we are so featureless. puppet? model? Perhaps it is better to explain our true identity in this materialistic society, just like after the fierce killing in the film, such a symbolic world is so fragile, and the blowout of material desire is enough to destroy everything.
"The World of Trademarks" needs to express the theme in a simple way. At the end of the story, the audience should suddenly realize that the story of the short film is our own business. The world in the short film is the city in which we live. , We are the fragile M beans in the short film.
How simple is that? The Hollywood classic narrative of the story, the close relatives of the characters, the familiarization of the characters, the commercialization of the use of shots and editing, except for the first time.
In terms of the plot, the stories of Hollywood’s everlasting police and gangster films are used, the righteous and violent Michelin tire man vs. the evil McDonald’s uncle; the plot uses Hollywood’s classic narrative, black and white character image design, justice Police, innocent hostages, evil gangsters; there are closed stories with climaxes at the beginning and the end, at the end the bad guys get the punishment they deserve, the good guys get safe, the evil McDonald’s accidentally killed by the hostage’s car, the climax happened at the time of the blowout earthquake; the story The causality of development is logical; the characters are always the center of the story and promote the development of the plot. These familiar Hollywood movie narrative models familiar to the audience enable the audience to quickly enter the story and participate in the development of the plot. This is one of the simple.
The close relative of the character's personality, the familiarization of the character's image,. We live in "Trademark World" and will find that there is nothing unusual except that the characters and buildings around us are all trademark appearances. The city is still full of tall buildings, the surrounding characters and the police are still reckless and violent. The fast food restaurant diners are still boring and lustful. The waitresses are still graceful and are often molested. The big boys are as bad as the children in our community. , All of this makes us in the plot feel that everything around here is very normal. These trademark owners are the people around us in our lives. Perhaps, we have also found ourselves in this film? This is the close relative of the character’s personality. Secondly, this short film also uses the familiarization of some characters to let us quickly enter the story. For example, the evil robber McDonald’s The Clown Robber is actually the classic clown in "Batman". The appearance, language, and laughter all replicate the latter.
The use of footage and editing has followed Hollywood's usual continuous editing. The chase scenes and gunfight scenes in the film all use action editing and fast editing to create a sense of intense scenes and fast-paced editing. The panning and shooting while chasing makes the chase exciting, and makes the audience familiar with commercial blockbusters and fast food culture feel familiar with this animated short film. That’s right, the editing of the chase is the same as what you’ve seen before. The editing of the chase scenes in a certain film is the same. From the real chase overlays to the editing of the footage in the TV, it also appeared in "Born Murderer" or "Trumen's World". Therefore, this film follows a coherent editing method that is most acceptable to the audience to express the story in a simple way, stitch the audience together, and enter the black hole leading to the end of the film. It is worth noting that some scenes in the film are used in scenes, and the McDonald's robbers are repeatedly used to shoot upside down, showing a kind of ugly and vicious image of robbers. The most important thing is that the opening shot is shifted away from a billboard with subtitles and moved parallel to the left to show the location of the story. This kind of shot, similar to the sentence pattern of moving forward, gradually introduces the audience. The story, and at the end of the film, the camera uses the backward sentence pattern that is opposite to the forward sentence pattern, gradually pulling away from the trademark world where the story takes place, from the panoramic view to the last big vision of the universe world, pulling us out of just now Everything that happened, the camera stayed in the quiet universe, drifting slowly, accompanied by the ridiculous and absurd "I Don't Want To Set The World On Fire" music at this moment, let us think and discover that we are just In a corner of this materialistic world, the original "trademark world" is only a subset of the "trademark universe". Is the trademark universe a subset of whom?
The music and colors of the short film are also worthy of our attention. The dry yellow at the beginning of the film and the blue at the end are both comical colors, reflecting the absurd style of this short film. The trademark owners are full of "humanity", discussing the zoo and other things. Things in life, therefore, in a world of absurd colors, this group of absurd "human beings" are still living, working, shooting, and molesting in such a serious way, which creates a sense of joking. Realistic sound effects intensify this kind of banter, and the irony is gradually expanding.
These aspects work together to lead the audience to the final theme in a simple way.
In addition, the interesting part of this short film is that it connects the performance of the trademark in the film with its reality in the real business world. For example, the American MGM Lion, who was sleepy and ran away altogether, As well as Paramount where the birds and the beasts walk, etc., I believe that audiences with more background cultural knowledge can find fun in it.
"I Don't Want To Set The World On Fire", the absurd world of trademarks.
(It's only for pen practice, the ending is a little hasty, everyone is welcome to advise)
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