Virtual Typography

2.5

2

Job:01212 Title: Basics typography (AVA)

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Approaching multimedia: 2.5 The borderline between image and text

2.4 Novelty value

Automotive Hydraulic – Studio for Virtual Typography

These stills show a music video developed for Loca

Records in Brighton, UK. Inspired by movement in nature,

the text appears through transitions that remind the viewer

of raindrops and air bubbles moving through water. Much

of the footage used was created digitally. As most of the

content is of a typographic nature, the video passages are

also often perceived as virtual typography, even though the

coloured lines were created through long exposure shots of

artifi cial lights in the street at night. This misinterpretation

of information shows the extent to which visual perception

relies on the viewer’s expectations. The text is the English

translation of a German concrete poem written by Helmut

Heissenbüttel (a Chinese reader stated that the graphic in

the fi fth still resembles a Chinese character when written in

cursive writing, an ancient style of Chinese). Depending on

the context, one would read either ‘thing’ or ‘event’.

It appears as if the borderline between image and text

remains in question.

The borderline between image and text

Job:01212 Title: Basics typography (AVA)

2nd Proof Page:52

001-184 01212_C1.indd 52001-184 01212_C1.indd 52 1/16/09 11:41:08 AM1/16/09 11:41:08 AM