Sequential visual narratives is an art technique that displays multiple images in a sequence to tell a story or show information. It is most commonly used in storyboards and comic strips however it can also be seen in painting, adverts and even in tapestry and can be dated back as far as the stone age with some of the earliest examples being of cave drawings and Egyptian hieroglyphic.
The advantages of using this style is that more information could be given to the reader without having to use lots of words, meaning that they can get the message through in a short amount of time because it takes less time to look at something than it does to read something, which means even someone in a rush can still get the message. On top of that the viewer might not even want to read and so looking takes less effort than reading. Also if there are to many words it makes the advert look boring and unappealing and reading all the words might seem like a task, with there just being images it makes the advert look more interesting and it doesn’t take that much effort to look at. However there are also disadvantages to this style as well, for instance the images could be misinterpreted and give off a different message to what was intended and with no words to clarify the meaning, people will believe that the wrong message is the message the designers were aiming for. It can also only give a limited amount of information it can’t give you certain times or numbers because only images are shown.
The part that I like about this concept is the way in which you can tell a story using images. The idea that I got from this concept is to tell a story of how the viewer’s life could be made better by buying a car.
Visual Analyse Example 1
This work is called “Dubo, Dubon, Dubonnet”, it was created by the designer A.M. Cassandre as a advertisement for a French wine company called Dubonnet . The artist has used the concept sequential visual narrative in his work by placing 3 images in a sequence, the first of a man picking up a glass of wine, the 2nd of the man drinking it and the last of the man pouring more into the glass. The purpose of the advert is to get people to drink Dubonnet’s wine.
The message of this advert to the viewer is that Dubonnet’s wine is really good because the man is having more which means that it must be good or he wound’t be having more. Also the first image is only partly coloured in and the 2nd is a bit more coloured in and the last is all coloured in, this suggests that drinking Dubonnet will put some colour in your life, the lack of colour also makes the man look dull and boring and when he is coloured in he looks more exciting, which could mean that the wine could turn your boring dull life to an exciting one. The name of the company is also partly coloured in as well and by the last it is all coloured in, this is to suggests that it is people drinking the wine keeps the company going, without people drinking there would be no company. The font is also written in big letters so that it can be seen from a far and so that that word sticks in people’s heads there is no need for words because the images are telling the viewer everything that they need to know, also if there are not mush words then the viewers will be turn off and they might not want to read that much one word will stick in people’s heads.
The concept helps the advert because it shows the viewer that drinking the wine will put some colour in your life, by showing what the man was like before he drank the wine, lacking colour and dull and by showing that he is like after he drank it, filled with colour and exciting.
To me the poster is successful because you can understand the message that they are trying to send it is also interesting to look at and the bright colours catches the attention of the viewer, the way the man is dressed also makes it seem more adult and classy which makes people think that the wine is also classy. The idea that this work gives me is to show what life is like without a car and show what life would be like if they got a car.
Visual Analyse Example 2
This advert is for the beer company, Heineken, it was designed my the advertising company, Collett, Dickenson and Pearce (CDP). In the advert it shows a TV character called Mr Spock drinking the beer, in the first image it shows Spock with an unhappy face and drooping ears, in the second it shows him drinking the beer and his ears starting to bounce back and in the last image it shows that he has finished the beer and his ears are back to normal with a mind bubble saying “Illogical” and a caption saying “Heineken. Refreshes the parts other beers cannot reach.”. The designers have used the concept in this poster by showing Spock before he has a beer, as he is having a beer and after he has had his beer in a sequnce. The purpose of this poster is to get people to buy Heineken’s beer.
The meaning behind this advert is that this beer is better than other beers. Mr Spock is shown in the advert because he is an iconic character that is well known and loved if fans of his see him drinking the beer they may be tempted to drink the beer as well. Also Mr Spock is seen as a very wise and smart person and so choosing to drink this beer is also a wise and smart choice. The caption in the mind bubble “Illogical” is one of Spock’s catchphrase which again would make fans of his want to drink the beer and links to the TV shows. Also at the bottom it says “Heineken, Refreshes the parts other beers cannot reach.” this is saying that Heineken beer is more refreshing than others which is shown in the first image when Spock has floppy ears but when he drinks the beer in the second image his ears begin to bounce back, which shows that the beer is so good that even your ears can feel the freshness.
The concept helps show the meaning of the advert by using images an sequence to tell a story of how the beer can refresh you. I would say that the advert is successful because it shows an iconic TV character and so people will be tempted to stop and look at the poster because it shows their favourite character. I like this advert because I am a fan of Star trek and so with advert will catch my eye and it will help me remember it, I also like the fact that they used his ironic catchphrase “illogical”. From this poster I will take the idea of using famous TV characters to get people to look at the poster.
Visual Analyse Example 3
This poster is called “Mozart Sneezes” it was created by Milton Glaser in 1983, it was made for the Mostly Mozart Festival at the Lincoln Center. In the poster it shows images in a sequence of Mozart walking, then in the 5th sequence it shows him sneezing then it goes back to normal. The designer has used the concept sequential visual narrative in his work by showing a sequnce of images of Mozart sneezing. The purpose of the advert is to get people to come to the Mostly Mozart Festival.
The meaning of the advert is to make fun of “stuffy notions of classical music”. The poster shows this by making the first 4 panels look normal, then in the 5th panel it shows Mozart about to sneeze and in the 6th when he sneezes the image turns funny and the lines become spiky and the image losses it’s shading and it becomes block colours. Also Mozart is a very well known composer of classical music and so this links to the message that the designer is trying to send. At the top of the poster it shows the name of the festival and where it is at and at the bottom of the poster the name of the advert and the name of the designer is written in very small writing, it is written small so that it does not take the attention away from the main images.
The concept helps convey the meaning of what the poster is trying to send, by showing Mozart normal in the first 4 panels, then showing he sneeze in the 6th, because if the poster just showed Mozart in the 6th panel the viewers will not know what is going on or what the meaning is mean to be, but showing it in a sequnce better conveys the meaning.
The successful part about the poster is the fact that it links the images with the festival of the advert so that it gives the viewer an idea of what the festival will be about, because it shows Mozart it means that the festival must be about classical music. However the unsuccessful part about the poster is the font because it is hard to read what it says and so people might find it frustrating. From this poster I will take away the idea of linking the meaning of the advert with the images. I will also make sure that I use typefaces that is easy for people to read.