The world of animation, long associated with children's audiences for its visual and content characteristics, has also expanded to include adults, adapting themes and aspects to more mature users. The production of animated audiovisuals has always required considerable resources in terms of time and human capital. With the development of advanced tools and technologies and the introduction of Artificial Intelligence, the production process has been simplified, costs have been reduced and animation has become more competitive on the market. Despite the progress, the use of this tool in the adult world is limited to a few areas and, in particular, those related to light and humorous entertainment. Animation has aroused great interest for its propensity to deal with complex and mature themes, disguised in simple and symbolic languages to make them accessible, but capable of having a great impact on the individual. In recent times, many cartoons are aimed at the dual target of children/adults. The children are satisfied through the images and the engaging story, the adults through the profound meaning of what is narrated. This thesis aims to investigate whether and how animation can, today, represent an ideal means of communication not only aimed at children, but also at adults. To do so, I started from the analysis of the evolution of cartoons and narration from a geo-historical point of view, comparing the Western product and its language with the Eastern one; I examine the cultural and social themes, which have become complex and significant; I illustrate the techniques that have made cartoons a tool capable of triggering identification and making the communication of messages, values and teachings effective. The market data indicate that online streaming platforms invest in animated series for adults, as they can become the point of connection between numerous fields. I also hypothesize future applications in the field of information, accessibility, corporate communication and branding. To understand the potential and benefits that can be drawn from its inclusion within communication, a study was conducted on animation techniques, contents and the way of narrating them. Thus, the technical aspects and strengths that distinguish the cartoon emerged and make it a preferable tool to other languages for the transmission of messages. Furthermore, all the potential of narration as a means capable of describing and presenting the most complex aspects of the human psyche and reality, as well as its ability to interact with the viewer in depth, were investigated. Finally, a field survey was conducted via questionnaire, with the aim of examining the reactions of young people and adults to an animated short, specifically created with the narrative and visual techniques described in the thesis. From the survey and research, a close connection between animation and emotion emerges; a greater understanding of the topic covered and, consequently, a growing acceptance of the cartoon as a form of communication applicable in many fields.
Il mondo dell’animazione, a lungo associato al pubblico infantile per le sue caratteristiche visive e contenutistiche, si è ampliato anche in quello adulto, adeguando temi e aspetti a utenti più maturi. Da sempre, la produzione di audiovisivi animati richiede notevoli risorse in termini di tempo e di capitale umano. Con lo sviluppo di strumenti e tecnologie avanzate e l’introduzione dell’Intelligenza Artificiale, il processo di produzione si è semplificato, i costi si sono ridotti e l’animazione ha acquisito maggiore competitività sul mercato. Nonostante i progressi, l’impiego di questo strumento nel mondo degli adulti è limitato a pochi ambiti e, in particolare, a quelli legati all’intrattenimento leggero e umoristico. L’animazione ha suscitato grande interesse per la sua propensione a trattare tematiche complesse e mature, camuffate in linguaggi semplici e simbolici per renderli accessibili, ma capaci di avere un grande impatto sull’individuo. Negli ultimi tempi, molti cartoni si propongono al doppio target ragazzi/adulti. Il primo è soddisfatto tramite le immagini e la storia coinvolgente, il secondo per mezzo del significato profondo di ciò che viene narrato. Questa tesi si propone di indagare se e come l’animazione possa, oggi, rappresentare un mezzo ideale per la comunicazione non solo rivolta ai bambini, ma anche agli adulti. Per farlo si è partiti dall’analisi dell’evoluzione del cartone animato e della narrazione dal punto di vista geostorico, comparando il prodotto occidentale e il suo linguaggio con quello orientale; si esaminano le tematiche culturali e sociali, diventate complesse e significative; si illustrano le tecniche che hanno reso il cartone animato uno strumento in grado di innescare l’immedesimazione e rendere efficace la comunicazione di messaggi, valori e insegnamenti. I dati di mercato indicano che le piattaforme di streaming online investono nelle serie animate per adulti, in quanto possono diventare il punto di congiunzione tra numerosi ambiti. Si ipotizzano, inoltre, future applicazioni nel campo dell’informazione, dell’accessibilità, della comunicazione aziendale e del brand. Per comprendere le potenzialità e i benefici che si possono trarre dal suo inserimento all’interno della comunicazione, è stato condotto uno studio sulle tecniche di animazione, sui contenuti e sul modo di narrarli. Sono emersi, così, gli aspetti tecnici e i punti di forza che contraddistinguono il cartone animato e lo portano a essere uno strumento preferibile ad altri linguaggi per la trasmissione di messaggi. Si sono, altresì, indagate tutte le potenzialità della narrazione quale mezzo in grado di descrivere e presentare gli aspetti più complessi della psiche e della realtà umana, nonché della sua capacità di interagire con lo spettatore nel profondo. Infine, è stata condotta un’indagine sul campo tramite questionario, con l’obiettivo di esaminare le reazioni di giovani e adulti a un corto animato, realizzato appositamente con le tecniche narrative e visive descritte nella tesi. Dall’indagine e dalla ricerca emerge una stretta connessione fra animazione ed emozione; risulta una maggiore comprensione del tema trattato e, di conseguenza, una crescente accettazione del cartone animato quale forma di comunicazione applicabile in molti campi.
Il cartone animato come strumento di comunicazione per adulti: caratteristiche, potenzialità e prospettive
Falce, Daphne
2023/2024
Abstract
The world of animation, long associated with children's audiences for its visual and content characteristics, has also expanded to include adults, adapting themes and aspects to more mature users. The production of animated audiovisuals has always required considerable resources in terms of time and human capital. With the development of advanced tools and technologies and the introduction of Artificial Intelligence, the production process has been simplified, costs have been reduced and animation has become more competitive on the market. Despite the progress, the use of this tool in the adult world is limited to a few areas and, in particular, those related to light and humorous entertainment. Animation has aroused great interest for its propensity to deal with complex and mature themes, disguised in simple and symbolic languages to make them accessible, but capable of having a great impact on the individual. In recent times, many cartoons are aimed at the dual target of children/adults. The children are satisfied through the images and the engaging story, the adults through the profound meaning of what is narrated. This thesis aims to investigate whether and how animation can, today, represent an ideal means of communication not only aimed at children, but also at adults. To do so, I started from the analysis of the evolution of cartoons and narration from a geo-historical point of view, comparing the Western product and its language with the Eastern one; I examine the cultural and social themes, which have become complex and significant; I illustrate the techniques that have made cartoons a tool capable of triggering identification and making the communication of messages, values and teachings effective. The market data indicate that online streaming platforms invest in animated series for adults, as they can become the point of connection between numerous fields. I also hypothesize future applications in the field of information, accessibility, corporate communication and branding. To understand the potential and benefits that can be drawn from its inclusion within communication, a study was conducted on animation techniques, contents and the way of narrating them. Thus, the technical aspects and strengths that distinguish the cartoon emerged and make it a preferable tool to other languages for the transmission of messages. Furthermore, all the potential of narration as a means capable of describing and presenting the most complex aspects of the human psyche and reality, as well as its ability to interact with the viewer in depth, were investigated. Finally, a field survey was conducted via questionnaire, with the aim of examining the reactions of young people and adults to an animated short, specifically created with the narrative and visual techniques described in the thesis. From the survey and research, a close connection between animation and emotion emerges; a greater understanding of the topic covered and, consequently, a growing acceptance of the cartoon as a form of communication applicable in many fields.File | Dimensione | Formato | |
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2024_Ottobre_Falce.pdf
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Descrizione: Tesi di Laurea Magistrale di Daphne Falce. Il cartone animato come strumento di comunicazione per adulti: caratteristiche, potenzialità e prospettive.
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https://hdl.handle.net/10589/226874