Just as the LP has enjoyed a second spin among retro-minded music fans, animated GIFs — the choppy, crude snippets of video loops that hearken back to dial-up modems — are enjoying an unlikely vogue as the digital accessory of the moment. In fashion advertising, they are suddenly as hot as ironic brogues, popping up in online marketing campaigns for brands like Burberry, Diesel and Jack Spade. And social media sites like Tumblr have entire pages devoted to viral GIFs plucked from the biggest news events of five minutes ago political speeches, awkward awards-show moments and other pop-cultural flotsam , which instantly circulate as must-see memes. The format has since grown up. Artists and photographers have used GIF technology to push far beyond the lo-fi novelty of Web 1. Consider the Wigglegram , a craze on Tumblr, which creates a jaunty 3-D effect by looping multiple images shot from slightly different perspectives, like an old-fashioned stereopticon. In addition to looking more fluid and professional, GIFs are becoming easier to create, thanks to Web-based apps like GIFSoup and Gifninja, which allow people to create them in an instant, said Brad Kim, the editor of Know Your Meme , a site that tracks Web fads of the moment. And in a world where so much daily communication takes place by text, GIFs are being used by Web geeks as a visual way to drive home a written point.
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