An alternative marketing method in visual communication: Cinemagraph

One of the major functions of the human eye is movement perception. Decades of studies have revealed the human ability to use visual cues to analyze static and moving objects. Humans are especially sensitive to sensory input from moving objects, and can more acutely perceive and react to movement. Cinemagraphs are artworks of the Digital Age that use contemporary methods to create infinite movement within a finite universe. Cinemagraphs are a popular novel visual media form that lies between a picture and a video, where a certain part of the image is continuously and animatedly moving in contrast with the part that is completely still. Cinemagraphs are attractive as a visual form due to the facile creation process and the striking end result. The traditional approaches in marketing are influenced and transformed by the developing technology. Digital marketing channels become more and more diverse, cultivating competition. Cinemagraphs are a part of this trend, where they have become a valuable tool that is used for the promotion and marketing of fashion, food, and electronic products as well as venues and locations. Our study presents and describes cinemagraphs via several examples from the Kutahya Dumlupinar University, Evliya Celebi Campus. We discuss the use of video as a form of visual media that can be further developed through artistic perspectives into cinemagraphs and the marketing fields that are able to effectively utilize this method. Keywords: Visual Communication, Marketing, Video Art, Advertising, Cinemagraph.