Both images and sound are a form of communication, and when synchronized together, make even a bigger impact. But depends on how well is it unified. The first Bravia video with the original sound of paint explosions is more dramatic and real at the same time, we feel as we’re taking part in it. The second – on the contrary – gives more of an art feeling to it, classical music makes it more divine and sophisticated. But in both cases, sound and image are inseparable; they complete each other’s mission, which is emotional influence on the viewer. I think people respond to the visuals, which were designed to be complex and spectacular, and this is definitely what Sony had in mind creating these videos.
Advertising message “Colour – like no other” stayed permanently in the memory of people who have seen Sony Bravia ads. We could safely assume, that the potential customer will be more willing to buy Sony product over another, because he’s got an image of colorful, bouncing balls that once created a positive emotion to it. Everyone marveled at this beautiful image, and vivid color along with a wonder did they really released all these balls or are these just computer effects. However, such a creative and entertaining form of promotion is much more interesting and more effective than standard methods using, for example, human actors.
Music is the most subtle form of communication. It can be said that no branch of art does affect the subconscious as music does. It can develop and heal people’s minds, calm or stimulate in various ways. Music today is an art, entertainment and medicine in one. Three scientists from the University of California have discovered the so-called “Mozart effect”, which proved that even a 10-minute fragment of the composer’s sonatas can contribute to the spatio-temporal reasoning skills increase. So when a sound image is combined with a visual image, it becomes a different, and even more persuasive tool.
Great example of a harmony between visual and sound is a video “Solipsist” by Andrew Thomas Huang. It’s an amazing, carefully executed and surrealistically beautiful story in three acts, inspired by solipsism – philosophical theory assuming, that nothing exists outside of the self, and the world that we perceive is a collection of the subjective experience of the mind. The author describes it as: “Non-narrative experience designed to transport viewers through hypnotic, dreamlike journey”. He wanted to create a movie about – on one hand – gaps in communication, on the other – how living creatures converge with each other, and the indescribable things and phenomenas in between, which we can’t see, know or classify, because they are beyond our senses. And I think he was pretty successful in achieving that. It’s very intriguing visually, there is a lot of different elements to it, fantastic colors, motion and texture of objects, and of course amplifying sound that empowers the reception. Inspired by nature and eastern philosophy, Huang created a self-reflection on communication between creatures, their body perception, how they connect together to create something new, but at the same time – he’s showing one’s alienation in this surreal world.
I’m very glad that there is such a variety of media to pass the message with, and I’m even more glad people do it in such exquisite and creative ways.