Zastosowanie efektów wizualnych w reklamie telewizyjnej
Ładowanie...
Data
2012-09-21 20:44:45
Autorzy
Tytuł czasopisma
ISSN czasopisma
Tytuł tomu
Wydawca
Abstrakt
Przedmiotem rozważań w niniejszej pracy jest wykorzystanie efektów wizualnych w reklamie telewizyjnej. Celem jest również poznanie opinii respondentów na temat stosowanych efektów wizualnych i animacji 3D w reklamie telewizyjnej. Wybór tematu pracy podyktowany został zainteresowaniami autora animacją komputerową 3D i reklamą. W części teoretycznej pracy skupiono się na istocie i modelach komunikacji marketingowej, przedstawiono uwarunkowania efektywności reklamy. Ponadto przedmiotem rozważań były wybrane problemy dotyczące wykorzystania reklamy jako instrumentu promotion mix. W rozdziale drugim przedstawiono proces tworzenia reklamy telewizyjnej. Trzeci rozdział zawiera analizę dwóch reklam telewizyjnych, które zostały wygenerowane komputerowo i zmontowane z obrazem filmowym. Przedstawiłem ich analizę od strony środków przekazu i zastosowania nowoczesnych środków wizualnych. Starałem się wybrać jedne z najbardziej oryginalnych reklam zarówno zagranicznych jak i z Polski. W czwartym rozdziale pracy zawarto analizę wyników badań marketingowych, przeprowadzonych na 150 nielosowo wybranych respondentach. Celem badań było poznanie opinii badanych osób na temat reklamy telewizyjnej i wykorzystywanych w niej specjalnych efektów wizualnych.
Main goal of my master thesis was subject of usage visual effects and 3d animations in tv commercials. After analysis of my research and completed questions from my respondents we can judge how important are such things in modern tv commercials. Most people find visual effects and animations as necessary and urgent content in every tv commercial. They find it as a key factor for visual communication and marketing tools between seller and buyer. In my work I tried to focus on theoretical part related to marketing communication and tv commercials, also I wanted to show some modern advertising campaigns which contain a lot of visual effect stuff and animations from technical aspect. Theoretical part of my work involves analysis urgent aspects of marketing communication which guarantee to be effective in advertising and to sell the product. I also wanted to show various method to check effectiveness of tv commercials as a part of marketing promotion mix process. In the second chapter I focused on tv commercials and things which are key parts of them like image, sound fx and animation. I tried to show process of making tv commercials - the most important parts of it. Third chapter of my work have samples of two advertising campaigns – tv commercials which are rich in visual content and 3d animations also involves live action integration. I choosed one of the latest polish campaign which helps one company in rebranding process, second commercial I choose is foreign campaign but easy to adapt worldwide. I showed some technical aspects and tools used in those productions related to visual effects. Last chapter of my work summarize my marketing research based on the opinions collected from 150 people. Opinions of that probe was related to modern tv commercials, visual effects usage and most important aspects of every successful tv commercial.
Main goal of my master thesis was subject of usage visual effects and 3d animations in tv commercials. After analysis of my research and completed questions from my respondents we can judge how important are such things in modern tv commercials. Most people find visual effects and animations as necessary and urgent content in every tv commercial. They find it as a key factor for visual communication and marketing tools between seller and buyer. In my work I tried to focus on theoretical part related to marketing communication and tv commercials, also I wanted to show some modern advertising campaigns which contain a lot of visual effect stuff and animations from technical aspect. Theoretical part of my work involves analysis urgent aspects of marketing communication which guarantee to be effective in advertising and to sell the product. I also wanted to show various method to check effectiveness of tv commercials as a part of marketing promotion mix process. In the second chapter I focused on tv commercials and things which are key parts of them like image, sound fx and animation. I tried to show process of making tv commercials - the most important parts of it. Third chapter of my work have samples of two advertising campaigns – tv commercials which are rich in visual content and 3d animations also involves live action integration. I choosed one of the latest polish campaign which helps one company in rebranding process, second commercial I choose is foreign campaign but easy to adapt worldwide. I showed some technical aspects and tools used in those productions related to visual effects. Last chapter of my work summarize my marketing research based on the opinions collected from 150 people. Opinions of that probe was related to modern tv commercials, visual effects usage and most important aspects of every successful tv commercial.
Opis
Słowa kluczowe
efekty wizualne, reklama telewizyjna, grafika i animacja 3D, komunikacja marketingowa, nowe technologie, efektywność reklamy, visual effects, tv commercial, 3D graphics and animations, marketing communication, new technology, advertising effectiveness