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COMPUTER
ANIMATION AND IT’S ROLE IN ADVERTISING
(FOCUS
ON ONLINE ADVERTISING)
ABSTRACT
This
research project COMPUTER ANIMATION AND IT ROLE IN ADVERTISING (FOCUS ON ONLINE
BANNER ADVERTISING) looks deeply at the computer animation and most importantly
the role these two places in advertising.
One can never know the value or importance of ones power of imagination unless
its being to existence that moving images have the potentials to convey a lot
much more information although images still convey a lot information because
the human visual system is a sophisticated information processor.
Animated being recorded or produce for viewing is typically presented in film
or video format and it cuts across advertising by recording a series of still
images.
This research project also looks in the vital role animation and computer
animation plays in advertising as mentioned in the first paragraph.
Animation got a big bit when it delved into television and television been one
means which advertising can achieved effectively.
This was a turnover
for animation. Initially animation was just art. Computer animations coming in
to play, advert or commercials are now more interesting creating attention,
talking of attention, ‘An animation banner ad will have greater attention-
getting capacity than a static banner ad.’ This will be discussed later.
ABOUT ANIMATION
It’s very improper to state any
exposition or revealing of computer animation and it role in advertising
without having the knowledge of animation and its background.
Animation refers to the process, in which each frame of a film or movie is
produced individually whether generated as a computer graphic, or by
photographing drawn images, or by repeatedly making small changes to model and
then photographing the result. When the frames are strung together and the
resulting film is viewed at a speed of 16 or more frames per second. There is
an illusion of continuous movement (due to the persistence of vision).
Generating such a film is very labour intensive and tedious, through the
development of computer animation has greatly speed up the process. A graphic
film format, which is called GLF, allows animation to be reviewed on a
computer.
Another format called
flash allows for animation to be viewed over on the Internet.
But basically, to ‘animate’ is to literally ‘to give life to’.
Animating is moving
something, which cannot move itself.
Animation adds to
graphics the dimension of, which vastly increases the amount of information,
which can be transmitted. In order to animate something, the animator has to be
able to specify, either directly or indirectly, how the thing is to move
through time and space.
There are different
styles of animation:
1.
Traditional animation
2.
Rote scooping
3.
Computer Animation
4.
Cutout animation
5.
Analog computer animation
6.
Stop- motion animation
7.
Clay motion
8.
Pixilation
9.
Limited animation
10.
Pinscreen animation
11.
Drawn on film animation
The history film animation begins with the earliest days of silent film and
continuous through the present day, the first animated cartoon was from French
Emile Renaud, that created praxynoscope, animation system of pictures and films
of about 500 pictures projected on its own theatre optique, system near from
modern film projector, at Musee Gevin in pairs, French, in cartoon on standard
picture film was Fantasomogorie by the French director Emile courted in August
17, 1908.
‘Animation should be art… what you fellows have done with it is making it into
trade… not an act, but a trade… bad luck’ these were the word from Winsor
Mccay, father of animation cartoon. As a then animation was just art.
The work of animation was no longer a one man work, it was a stream lined,
assembly- line process in the best Henry Ford tradition.
SOME FAMOUS NAMES IN ANIMATION.
1.
Tex Henry
2.
Max Fleshier
3.
Emile Counter
4.
Walt Disney
5.
Mel blance
6.
Winsor Mc Cay
7.
Hayao Miyazaki
8.
Norman midaren and lots more.
Even before McCay had shown the world the true potential of the animated
cartoon in his landmark film ‘Gertie the dinosaur’ (1914), the first animation
studios were already, trying to exploit the medium for what they could.
Some animation studios are:
1.
Aardman animation
2.
Warner Brothers
3.
Walt Disney studios
4.
Small films
5.
Flecscher studios
6.
Filmation
TABLE
OF
CONTENTS
CHAPTER
ONE
I.1
introduction
i.
Computer animation
ii.
Computer animation’s
Role
in
advertising
1.2 Background
Problem
1.3 Research
Problem
1.4 Research aims/
objectives
1.5 Scope of
study
1.6 Limitation/
delimitation
1.7
Operation definition of
terminology
CHAPTER TWO
- LITERATURE REVIEW
2.1
Overview
2.2 Relevance of a computer
graphic
CHAPTER
THREE -
RESEARCH METHODOLOGY
3.1 Time/
approach
3.2 Source of
data
3.3 Project
development
CHAPTER
FOUR
4.1 Project
analysis
CHAPTER FIVE
- CONCLUSION
5.1
Achievement
5.2
Recommendation
Reference and
bibliography
CHAPTER
ONE
INTRODUCTION
1.1
COMPUTER ANIMATION
This research project is basically to help undergraduates or even be handy for
computer graphic programmers who want to learn and know more about the basis of
computer animation programming and even go a step further to knowing it role in
advertising because this research project gives some deep and explanatory as
earlier stated.
As discussed earlier in animation itself, to ‘animate’ is literally to give
life to ‘Animating’ is moving something, which cannot move itself and its
concern with time so, computer animation is the art of creating moving images
via the use of computers or the use of computer to create animations. It is a
sub field of computer graphic and animation.
There are different method operate or make computer animations.
Increasingly it is created by means of 3D computer graphics or animation;
through 2D computer graphics are still widely used. Sometimes the target of the
animation is the computer itself sometimes the target is another medium, such
as file. One way to create computer animation is to create objects and render
them. This method produces perfect and three-dimensional looking animations.
To create the illusion of movement an image is displayed on the computer screen
then quickly replaced by a new image that is similar to the previous image, but
shifted slightly. This technique is clinical to how the illusion of movement is
achieved with television and motion picture
i.
SAMPLE EXAMPLE (CA)
The screen is blanked to a background color such as back. Then a filled red
circle is drawn in the center of the screen. Next the screen is blanked; but
the red circle is drawn slightly to the right of its original position. This
process is repeated, each time moving the circle a bit to the right. If this
process is repeated fast enough the red circle would appear to move smoothly to
the right. This basic procedure is used for all moving pictures in films and
television.
ii.
TOOLS
Computer animation can be done on a variety of computers, simple cell animation
requires nothing more than that a computer system capable of simple graphics
with proper animation software. Unfortunately, most of the computer animation
that you see on television and in other areas is done on extremely
sophisticated workstation. This page is broken into two software and hardware,
There are some of the most popular software packages used by companies schools
and individual all around the globe.
1.3D Studio Max
2. 3D Studio
3. Light ware 3D
4. Adobe PhotoShop
5. Animator Studio
EXPLANATION
To trick the eye and brain into thinking they are seeing a smoothly moving
object the picture must be drawn at about 24 frames per second (FPS) or faster
(a frame is one complete image). With rates above 70 FPS, no improvement in
realism or smoothness is perceivable due to the way the eye and brain process
images at rates below 24FPS, most people can detect Jerkiness associated with
the drawing of new images which detracts0 from the illusion of realistic
movement. Conventional hand-draw cartoon animation often used 12EPS in order to
save on the number of drawings needed, but this is usually accepted because of
the stylized nature of cartoons. Because it produces more realistic imagery
computer animation demands higher frame rates to reinforce this realism.
The reason no Jerkiness is seen at higher speeds is due to ‘persistence of
vision’ from movement to movement the eye and brain looking together actually
store whatever you look at for a fraction of a second and automatically smooth
out’ minor jumps movie film seen in a theater runs at 24FPS which is sufficient
to this illusion of continuous movement.
(ii)
COMPUTER ANIMATION’S ROLE ADVERTISING
Advertising is mass communication that
advertising pays for in order to convince a certain segment of the public to
adopt ideas or take actions of benefit to the advertisers.
In the 1950s the advert of television, which is one of the faster way of
advertising, developed fast to the advertising medium #1.
Now advertising could
demonstrate thee use of their products and present well know figures to praise
it. They also arrange emotions through television.
One of the most popular uses for computer animation is in television
advertising some of thee models that the commercial would see extremely
difficult to animation in the past (i.e. saxophones, boxes of detergent,
bathrooms, kitchen etc.) this is use or was discovered. The modeled objects
would then be animated and incorporated with live video. The process involved
in modeling and create the animation could take as many weeks.
In most case, advertising needs media to be inserted. Usually, animation is
used images derived from live film.
Sometimes the
animation detail is so high, that viewers can’t tell if what they are seeing is
real or not.
In this context of computer animation in advertising, the effects of animation
in Online Banner Advertising will be assess; Hierarchy of effects models.
This study/ research attempts to examine the effects of animation banner ads,
as well as the moderating effects of involvement, on each stage of the
hierarchy of effects model.
The
result of this study/ research provide support for the notion that animated
banner ads prompt better advertising has better attention – grubbing
capabilities, and generates higher recall more favorable Ad.
While online advertising has grown dramatically during the past several years
(low 2000) attracting individuals attention and persuading them remain one of
the critical issues for the practitioner. The only way these practitioner can
make a big hit is by the innovation of animation in the ads.
The also attempts to assess the effect of animation banner ads over status ads
with the framework of the hierarchy of effects.
1.2
BACKGROUND HISTORY
Computer animation has been around as long as computer graphics. The University
of Utah founded by DARPA. Was the easily pioneer in computer graphics and
produced many of the well- know names in graphics. The first major sketchpad in
1962 by Ivan Sutherland. This system animates line drawings on a screen—based animation.
Also produced for the effort of the university of Utah
were some early films hand and an animated face by such folks as Ed cat mill,
break crow, Fred Parke, and Jim Blinn. It has been earlipsed.
In the late sixties chuks Csuri was doing some pioneering work in computer
animation in the computer graphics Research Group at the Ohio state university.
A
Major feature
of that came out the Ohio State in the seventies was real time video play back
from a digital disk.
In the early 80s the research group become the advance computing center for Art
and Design and continues to produce computer animation.
Norm Balder, at the University of Pennsylvania, was one of the first
researchers addressing the problem of human figure animation. He has continued
this research and has established the center for human modeling and simulation.
Also in the mid-seventies, at Cornell university, the programmer for computer
graphics, under the direction of Don
Green berg, generated
some architecturally walk- through of Conrail’s Campus.
Computer animation has become regular and popular in special effect. movies
such as ‘Jurassic Park’ terminator 2 judgement Day and ‘the Abyss’ have brought
computer animated called Hunger was produced by Reine Jodin and directed
animated by peter folders in 1974. This effort was a 2.5D system that depended
heavily on object interpolation techniques.
A major part in integrating live film and computer animation, is to make
absolutely sure that scale and perspective of the animation are light. The
scale is important to making the animal beharable. The animators go through a
greater deal work to make sure this is right.
In 1907 the HAUNTED HOTE is an animators film by James Stuart Blacktion. In
this film the animated was created by stop motion and effects animated of
3Dobjects- wine
Poured into a glass,
bread cut and a table set without a human present. The film was a success and
introduced 3D animation at the world.
Storyboards play an important role in creating animation, but there would
probably never be a storyboard for something as simple as a flipping logo or a
bouncing ball.
For example the movie ‘terminator 2 judgement day’ produced in 19….. there was
a scene in that movie when one of the characters walks through fire. The
animators would have to perfectly model the character to the greatest detail.
They would then make their model unimick the live character movement and make
him walk through. The fire then they would the two images together.
In
1995, Disney and pixar released the very first, fall length, totally computer
animation motion picture.
Just like conventional animation computer animation is also a form of art. This
can be confirmed by the words of the father of animation should be art in
1911-21. An artist can control a magnitude of things in a computer animation
with a few clicks of a mouse than he can do in the conventional animation
methods. A light source can be moved very easily without re-doing the whole
animation.
There is now a great industry in computer animation. There is a great need for
more stunning animations for television to keep the watchers glued to the
screen. There is also demand for computer animation in many fields because of
this demand. There is also a growing number of computer animation companies.
They are to mention a
few:
1. Adobe system Inc.
2. Alias/ wave front
3. Aula Desk
4. Bantering
5. Calgary
6. Computer vision
7. Electro Image
8. National Association of Broad Casters.
1.3
RESEARCH PROBLEM
This project is out
to solve the idea of just having a stain banner advert, but giving importance
of having an animated banner advert with the use of computer to achieve this.
Static banner advertising does not appeal to the eye- brain because of its
usual nature, which is static. Animation comes in to change all that because it
draws attended and the memory of it remains.
This project research is out to change the face of advertising and to through
light on the importance of computer animation.
1.4
RESEARCH AIMS/
OBJECTIVE
An animated banner advertising will have greater attended- getting capability
than a static banner ad and also images convey a lot information because the
human visual system is a sophisticated information processor. So, it follows or
it can be said that moving images have the potential to convey much more
information.
The versatility of an artist in the society is the ability of being really
creative and experimental especially in the field of animation in respect of
adverting in the field animation and advertising. Meleis in 1890 using simple
tricks and techniques of a camera to make inanimate objects appear to move. Art
history has made it open to the artist about the style expressionism and
mannerism to be more creative in expression design. The aim of this research is
to make artist and computer graphics programmers see the important of been
innovation in their thinking.
1.5
SCOPE OF STUDY
This project scope is basically based on animation production through computer
and to know the important nature of animating in advertising because animation
gives adverts a different status altogether. It creates more time than the old
usual adverts.
And how these representations and creativity can be manipulated to produce this
result through the user of computer with the use of full 3D computer animation
and the techniques to move objects interesting ways.
1.7 OPERATIONAL
DEFINITION OF TERMINOLOGY
Animate:
Denotatively
mean to give life to.
Animating
is moving something, which cannot
move
It’s self.
Anthropomorphic: is an attributing human form to a god
to or
animal.
Camera:
An apparatus use to produce images
through light.
Computer:
An electronic device with features that
enable
the performance or acceptance of
input (Data/ instructions/ signals)
proceeds the input as directed by the
computer internal control operations store
information’s and yield a result (output) a
Consequence of the processing actions.
Constraint:
A restriction in a strained manner.
Direct
3D
Microsoft’s API for 3D graphics.
Flipbook:
is a table of paper with an individual
drawing on each page so the viewer could
flip through them.
Film
strip:
A motion picture film made of a number of
still photographs shown in sequence.
Film
A transparent photographic material
chemical
treated to produce images when
exposed to light.
Film
studio:
A studio in which motion pictures film/ s
are recorded.
Frame:
An
organized shaped button for the finished
decoration of an art piece according to its
shape.
Fogging:
Blending part of a scene with colour.
Interpolate:
is acts inserts, or interject.
Raster
Graphics: Computer
graphics system which process
images, formed from raster of pixels.
Scene:
the sequence of play, television or motion
picture show over a continues period of time.
Screen:
the surface into which the image of a side
television or motion picture is projected.
Shot:
A continues filming
by a camera.
Sketch:
To make an outline of a drawing such that the
Objects is recognizable.
Studio:
the place where an artist works an origination
point
for television and radio programmes.
An enclosure where pictures are taken.
Storyboard:
A presentations panel comprising of
illustration’s of various shots, sequence, scripts
and notes regarding filming of a television
commercial.
Pixel:
The smallest addressable element of a picture.
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