ANIMATION SPOT
By Howard Beckerman
When we speak of animation we are often referring to films that were made 30 or 40 years ago. I realized this recently, when I dropped in to view the present re-release of Disney's 1942 animated feature, "Bambi." Anybody who enjoys animation can recall, non-stop the best moments of most of the classic Disney films as well as regale you with memories of the smart Alec antics of Bugs Bunny or Woody Woodpecker. Ask them to tell you which animated spots they enjoyed on television last night, and you may get a blank stare in return.
Animation today, while competently done and dazzling to behold, often lacks an important ingredient, personality. When easy recognition is the purpose of most advertising, it is interesting to note how few animated spots can be easily recalled by viewers. Certainly the prime example of spots that brought recognition to the product as well as the characters that espoused it was the Harry and Bert Piel commercials of the 50's and early 60's. It was said at that time that Piels sold more beer in the winter months of January and February than they normally did as a result of that campaign. Today's art directors seem to be enamored by the techniques that can be used in animation and have somehow passed over the interesting aspect of personality. Characters that people can relate to and laugh at and perhaps sympathize with has long proved to be an audience getter. This is the idea behind most of the television programming that goes out to the world,
The only place that you might see identifiable characters is usually in commercials for cereals beamed at kids on Saturday morning. Even here the action usually takes precedence over real personality development. Still, it is usually only in the area of commercials directed towards children that characters with some recognizable traits are drawn.
The present crop of special effects films bears out the importance of personality over technical fireworks. Spielberg's E.T. is mentioned as a film that Disney should have done. The film is often cited for the warmth of the characters in the children as well as the visitor from outer space. Disney's last film, Tron, however, perhaps a forerunner for the shape of films to come, has characters that lack what Disney has always been known for, warmth and appeal. The effect of E.T. stays with the viewer long after the dazzling pyrotechnics of Tron. There is no reason that television spots meant to be seen by adults could not utilize animated characters with definable personalities to best advantage. As we know, cartoon drawings don't age as do real flesh and blood actors, nor do they become embroiled in embarrassing social or political predicaments in their private lives. Also, characters today do extra duty as trademark symbols not only on packages and in print promotions, but as soothing devices for the populace. A quick look at stores that sell cards and all of the accompanying paraphernalia reveals that characters are being offered as pertinent decorations on coffee mugs, pillows, T-shirts and anything that doesn't repel printers' ink. The likenesses of Snoopy, Strawberry Shortcake and the Smurfs are obviously being cuddled up to by adults as well as kids. The possibility of a character that sells relief for hemorrhoids on the late news and can be kept around in some pleasant form as a comforting reminder, is not an unlikely speculation.
The return of the animated spokesperson is long overdue. Too many years have we weathered the streaks and strobes of outrageous television. Why must we watch the glows of starfields for the umpteenth time? Where is the art director whose soul cries out for something with warmth? Soon the animated personalities will be with us once more strutting and fretting their 30 seconds on the stage. A character will wink and nod at you and point a stubby finger in your direction, and you'll find yourself buying all manner of products, even if they don't glow effervescently.
1. Beckerman H. Annimation: ANIMATION SPOT. Back Stage (Archive: 1960-2000). 1982;23(31):22. http://mutex.gmu.edu/login?url=https://www-proquest-com.mutex.gmu.edu/magazines/annimation-animation-spot/docview/962802895/se-2?accountid=14541.
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