Moving Words of Seduction

In the context of the television medium typography has until relatively recently been largely absent as a creative element within advertising. This is in sharp contrast to the status placed on the typography in print based advertising where the relationship between the copy content and how it is typographically represented is considered crucial to the success of the advertising message. During the last decade the introduction of the desk top publishing and the development of digital typefaces has created an experimental typographic culture which has inevitably found its way into television advertising. This study examines the development of the application of animated typography in pursuit of a seductive message. The work focuses on the exploitation of the animation potential of the digital medium and the new screen reading capabilities of a contemporary audience. The work also looks at how written words move from a fixed medium to a fluid one can inform the development of web hosted communication.