Users of social networks, such as Facebook and Instagram will have noticed that some adverts have started to blur the boundary between photographs and video - cinemagraphs. Even Android and iPhone users are able to replicate this effect, which consists of one or two minor elements of motion in a photograph. 

Although this might seem a recent development, it was first used in 2011 by its creators, photographers Kevin Burg and Jamie Beck. They composited a series of photographs into what is perceived as a repeating or continuous motion. The husband and wife team referred to the resulting images as 'cinemagraphs', and used them in their fashion and news photographs. 

Cinemagraphs include a seemingly endless bottle of red wine being poured into a glass, bacon sizzling in a frying pan, and a woman's hair gently blowing in the breeze. This dichotomy of images creates a melancholy experience for the viewer. 

At first I was very unsure about this technique, especially for advertising, because the viewer could be captivated more by the effect rather than the product for sale. However in this fast-paced digital age, cinemagraphs do provide more information to the viewer in the same screen space as a static photograph.  

In particular I am intrigued by how a photographer is able to communicate at a deeper level than can be achieved within the two dimensions of a traditional photograph. It has encouraged me to consider how I could apply this technique to my fifth assignment. Meanwhile I must also bear in mind that cinemagraphs are only applicable to digital media, therefore the subject must be suitable for this type of image.