Cinemagraphs:

A cinemagraph is a still image with minor movement within it, bringing the photograph to life, often making it more realistic and thought-provoking. Cinemagraphs are created using adobe photoshop, a video file must be imported into layers. 

1. All but the first layer of the video must be put into a group folder and then create a layer mask to this group.

2. From the layer mask you must either select the area you want to move with the lasso tool, feather the edges and select layer mask. You must then select all the layers and ensure that layer 1 is visible. 

 

Or use the eraser tool to erase the moving image from the areas of the composition that you want to keep still. 

Depending on where you want the movement depends on what tool you should use For example, I used the eraser tool for both these cinemagraphs to gain the most effective movement. 

3. To finish the cinemagraph you must edit the video as you would usually edit on photoshop, adding layers of brightness, contrast, vibrance etc.

Cinemagraphs are effective as the motion within them creates a narrative within the composition allowing the viewer to have a deeper understanding of the photographer's ideas. Cinemagraphs are used to grab the viewer's attention and therefore I believe that they should be used within websites and on social media to attract customers attention. The use of cinemagraphs in advertisement would create a greater consumer base as individuals would be more easily drawn into a product if there was a sense of 'magic' within the advertising campaign. 

Cinemagraphs have recently become more popular and used for a variety of purposes. Marie Edwards creates aesthetically pleasing cinemagraphs influenced by stories such as Alice in Wonderland and the Harry Potter series whereas brands such as Toyota are using them for advertising purposes.