영화서사리듬의 멜로디 : 애드무비 <Identity>와 <U-Turn>을 중심으로

Abstract

A movies is a media art that represents the video narrative and has narrative rhythm. It is four kinds for events, characters, time, and space to control the film narrative rhythm. The plot allows time and space to contain the issue and figures. The figures in a cinema enable time and space, which are not materialized, to be shaped. Thus, a position of director is significant because he can sublimate stories that constitute the four kinds of elements, which come to interact with each other, into the perceptual image. As musics and poetries engage audiences' attention, videos also have rhythm. The image rhythm is widely divided into "the internal rhythm" and "the external rhythm". The internal rhythm is revealed by "the exercise images" such as subject movements, camera movements. The external rhythm is expressed by "the visual images". To be specific, there are editing, lighting and saturation. By the change of media, the melody of the film narrative rhythm can be separated from the Internet-Movie, the Interactive-movie and the AD-movie. The source of ad-movie can be found by a piece of work, <The Hire>, manufactured by BMW in 2002. After this work, series of a plentiful works were to be shot and these Omnibus pictures that a lot of customers have great interest in was based on creating the ad-movie of a new concept. The ad-movie is a compound word that is made by the ad which is the abbreviation for advertisement and a word of movie. The ad-movie is defined as a media way that can emotionalize products put in a popular movie. The first AD-movie made in korea was the Lotze cranked by the Kia Motors corporation, in addition to a work that the Hankooktire corporation took a photograph of. The AD-movie can be classfied as three types. First of all, it is formally classified as a form of documentary. Above all, it is categorized as a kind of drama. thirdly, it is fractionated as a sort of music video. In terms of narrative, it can be divided into a type of event, a format of character and a form of the hybrid AD-movie immixed kinds of event and chracter. In the future, a new media will not slacken the speed of evolution and improve much more types of content of film narrative. In conclusion, artists who are in a narrow range of creative activities need to enlarge their art areas by adjusting changes in the flow of media. The advent of AD-movie as another genre of expression is a good news for motion picture artists.