Aesthetic Evaluation.

The chosen short commercial animation advertisement for this aesthetic evaluation is Fanta “Chase Commersial,new 2011” commersial. Four criterion has been set based on EMOTIVISM,i.e.

1. Audience (AUDIENCE) definitely will experience (BEHAVIOR) vibe and excitement that fully (Degree) loaded from the video for a long time (CONDITIONS)
2. Audience (AUDIENCE) will be able to taste the enjoyable (BEHAVIOR) of mood set-up,Characters,    Story-telling and background music during all (Degree) durations of the video every  time they watch it    (CONDITIONS)
3. Audience  (AUDIENCE) should be able to feel touched (BEHAVIOR) with the message and impact from starting of the video until the end (degree) for a long time. (CONDITIONS)
4. Audience AUDIENCE) will be able to feel impress (BEHAVIOR) with the ultimate (Degree) natural of  visual communications and give a deep impact in their selves forever .(CONDITIONS)

You can watch the animation advertisement below.

More Fanta, Less Serious.As what you can see, the tagline itself shows that the product is providing a FUN service in a bottle of FANTA. FANTA is a global brand of fruit-flavored carbonated soft drinks from the Coca-Cola Company. It clearly can be seen that their target users is teenagers who that still wondering and searching what can give a full blast of fun in their life. The Coca-Cola Company wants to plant in these teenagers mind that the answer is FANTA.

Based on my criterias, this animation advertising video brilliantly achieves the mission well!

Firstly, in these video we can see a lots of teenagers characters that represent different modern teenagers lifestyle that chasing a bottle of Fanta that owned by the Skater Boy. Everyone wants that Fanta so much like it was a only cozy drink bottle that left in this world. Metaphor. It’s totally suit my criteria well that I will feel vibe and excitement that fully loaded from the video for a long time. This video will disturb me for ages.

Then, audience will be able to taste the enjoyable of mood, characters, story-telling and background music during all durations of the video every time they watch it. After I watch this video, I so impress fantastic teenage mood that have been setting, the characteristic that have been design, the imaginative and enjoyable story-telling and funky music background that increase the level of excitements flavor of this video. This video superbly can grab teenager’s attention.

Thirdly, the impact on how this video make the Skater boy’s Fanta bottle was the last enjoyable drink that left in this world really give a huge effect on me. How the storyboard set up all the characters chasing the bottle like crazy and the emotions that display on their face when the drink was finish and how their face expression was really great. It totally makes me believe that Fanta was a precious drink that no brand can challenge it.

 Those 2 dudes have been attracted by Skater Boy's enjoyable face drinking Fanta. 

Fanta excitements effects everyone too! Everyone want to snatch the Fanta Bottle and have a taste of it.Even just the gas bubble. 

But wooopssss.You cant have it!

Lastly, I totally impress with how the thirst’s of the each character that really want to snatch a way the Skater Boy’s Fanta bottle. Its such a good visual communication.Although it do like imaginative but its really look natural on how they really want to have it point of view.

One of the Chase action.Its totally shows how each character really want to snacth the Fanta bottle from him.

ACADEMIC ARGUMENTATION.

My Cautious friend, Nazirul who represent Relativism points of view bring up the issue that Coca-Cola advertisement also delivered a same ideology towards customers which is grab people’s attentions. I do respect his perspective. From my opinions, Fanta’s advertising video mostly want to influence those teenagers that live in Urban lifestyle that hunger of satisfaction and for Coca-cola, their target viewer mostly for the people that live in society, different cultured and busy lifestyle to  take a time enjoyable the chill of Coca-cola and make it as their lifestyle. In conclusion, both of them have different target marketing.

I do agree with my curious friend, Amirul’s opinion (Subjectivism) that d) Audience  will be loaded with full curiosity in the end of the animation.Its totally happen to me too! I already have been influence of curiosity on how the  Fanta will be taste like.Did it really taste so good so that all the characters would like to dying just because they want to have it? I feel like I want go to the shops directly after watching the video.

 Based on my pragmatic friend, Syauqi (Objectivism) ,he believe that

Audience should feel natural with the movement of the characters so that they would be able to follow the story leave with a positive feeling.Totally we are in the same shoes of perspective.We can feel the natural storyline so that in the end of video,the ideology that will plant in audience mind is “EXCITEMENT”  .By get the positive influence from the video,they definitely will leave the product with positive comments and buying the product with no doubt.

IMPROVEMENTS.

There are always rooms of improvements on something. For me, there are only too minor things that can be improve by this video .Firstly, the actions on how they snatch the Fanta bottle should can be improvise by more imaginative action. For example, maybe they can use more high technology vehicle like Spaceships,Superbikes, etc to make the chase scene more interesting. But if they just want to keep it in Teenagers context, using skateboards, bicycle and rollerblade surely just fine. 

Then, to increase the desire of customer to get the product, maybe the designer should show more disappointed face expression during the Skater Boy show that he just tasted the last drop of the Fanta.So that the customer believe that, if they don’t go to the shop and buy Fanta immediately, they will regret it for the rest of their life!

Its a last drop!

Each Characters feel very sad because the Skater Boy already taste the last drop.  Unfortunately,the face expression doesn't really show their disappointing. This can be included as improvement of this animation advertisment.

CONCLUSIONS.

I believe that’s only my aesthetic critique of this Fanta "Chase" Commercial”,New 2011 animation advertisement video.I believe this video will be a great impact towards target user especially teenagers and increase the market level of the Fanta evantualy.

Thank You for your reading.This is such a enjoyable research.