TV-CF

Study about practical use of motion graphic title design in TV-CF.

(Song, eun hwa)

- 192 -

Abstract

. 1.

2.

. TV-CF 1. TV-CF

2. TV-CF

3. CF Message

. 1.

2.

3. TV (Transition)

4. (MotionGraphic)

5.

. TV-CF 1.

2. TV-CF

3. TV-CF

.

Image

.

,

. TV

.

TV CF

, ,

. , ,

,

CF

CF .

.

,

.

, motion

,

" , (Motion Graphic)

. ,

,

TV-CF -

- 193 -

,

TV-CF

.

AbstractThe formation of communication has changed by the

advance of media and of digital technology

innovation. Among them, the image media with di-

versification of image became popular by powerful

media. Also the transition of communication system

let intensive and suggestive superiority which makes

the recognition of the whole meaning be exists in a

short space of time in the same breath.

Above all TV has attraction of image that animat-

ing in limited time by it's particularly which accom-

plished by meeting of human and machine's eyes.

CF on TV has strength on the aspect of higher ef-

fectiveness than other media and it makes customers

to see, hear and feel directly by the expression of

five senses. On the side view of customer, it is ac-

cepted as an information and concept of a new

product and lifestyle. And on the side view of com-

pany, they are using CF on the purpose of creating

their image and appeal to their customers by utiliz-

ing it as a program for publicity of an enterprise,

introduction of their product and sales promotion.

The most of pictures and texts in the commercial as

a factor of expression have a function of original

and interrelationship each other and they're using in

every fields of visual medium. Among them the ty-

pography accomplishes the most important role in

exchanging information because of its definitude and

strong symbolic characteristic of meaning delivery

which the character system has, and it operates the

charge of creating the possible sense to communicate

with the consumers in the aspect of its quickness in

delivering the commercial message and effectiveness.

An allowance of motion to the commercial which

pursuing the effectiveness and positiveness creates a

diversity of image language and the practical using

of this is the highest priority of task. Some says

"The movement which is a powerful object of visual

perception to attract one's attention brings the

change in many conditions of environment and the

change needs a response to reaction."So to speak, by

application of graphic control and hidden contents

and time in motion graphic, a considerable change to

meaning transmission and maximization of the com-

mercial effect must be given. This is not only the

multiple image expression on visual and spatial con-

cept but also the feature of positive communication

by transmitting information.

Therefore in this research we study the motion

graphic which is corresponding to an intension of

design, and efficient and aesthetic part of typo and

linguistic role of title which is one of the important

point with accuracy and quickness of delivery in-

tention in a brief space of moment for the commer-

cial as a communication to raise the consumer's

purchasing power and transmitter of message. And

as this is the effective communication method of CF'

s image in TV, this research will lay emphasis of

the study on effect of practical using and the pro-

posal of value.

(keyword)

motion graphic, Title

Vol.13

- 194 -

. 1. ,

.

Image

,

.

,

,

.

(Motion) ,

.

,

(Motion

Graphic)

.

.

.

. 19

, H.

.

.

(Motion

Graphic) .

(Motion Graphic)

.

(Motion Graphic)

. TV

(Motion Graphic)

TV CF

(Motion Graphic) .

(Motion Graphic)

TV-CF

TV-CF (Motion

Graphic)

.

2. TV-CF (Motion Graphic)

.

TV-CF TV-CF

, .

TV-CF

,

,

TV-CF

.

1

, 2 TV-CF

TV-CF , 3

, 4 TV-CF

.

5

TV-CF

.

. TV-CF

.1)

4

1) , , , 1990, p.44

TV-CF -

- 195 -

.

1. TV-CF CF Commercial Film

. CF CM

(Commercial message)

CM

CM .

CF , , , ,

.2) CF

15, 20, 30

CF

TV .

TV CF

, ,

.

CF

, ,

. CF

CF

.

.3)

TV-CF

2) , TV-CF , , 1998, p.113) , , . Graphic Design, 2002, p.72

.

2. TV-CF (Sight), (Sound) (Motion)

(Persuasiveness) (Product Demonstra-

tion) (Sampling) ()

.

TV 9-10

(Impact) .4)

CF .

. , ,

.

(Selling Point)5)

,

.6)

3. CF Massage (Advertising Message)

, , ,

.7) ,

.

, ,

(

), .8)

4) , , , 1970, p.3145) , ,

.6) , TV , , 1990, p.227) , , 1996, p.1308) http://www.adcollege.co.kr/colle7.html

Vol.13

- 196 -

, , , ,

,

.

.

.9) ,

,

.

.

. 1. (Motion Graphic)

Motion Graphic .

(Motion Graphic)

(kinetic Typography), (Liquid

Typography), (Temporal Typo-

graphy) .10)

(Motion Graphic)

. (Motion Graphic)

,

(Motion)

9) , , , 2001, p.5210) , , , 2002, p.11

. , ,

,

.

(Motion Graphic)

.

,

, (type),

3 .

(Motion Graphic)

. 2 3

.

,

, , CF, ,

,

TV,

.11) ,

(Motion Graphic)

.

, (Motion Graphic)

.

,

.

(Motion Graphic)

, ,

, , (Graphic Ele-

ment)

,

11) , Film Title , . 2002, p.24

TV-CF -

- 197 -

(Motion Graphic)

(Digital Motion Graphic)

.

1) (Image) :

,

.12)

(Motion Graphic)

()

,

(Sequence)13) .

2) (Illustration) :

.

.

3) (Diagram) :

.

.

4) (Typography) : (Motion

Graphic)

.

,

.

5) (Graphic Element) : (Line),

(Bar), (Frame)

(Graphic Element)

.14)

12) , , 15, 2004, p.11513) (Sequence)- , (scene) (Sequence) .14) ,

2. (Motion Graphic)

.

(Motion Graphic) ,

,

(Motion Graphic) .

1)

, , ,

(Motion Graphic)

.

. TV ,

,

.

SF

.

(Motion Graphic)

.

2

.

(ground)

(Planer ground)

(Linear ground) .

(Planer ground)

, .

, , 2002, p.35-36

Vol.13

- 198 -

.

(Linear ground)

(Linear ground)

, .15)

2)

.

(Motion Graphic)

.

1

.16)

(

, , ) ,

. ,

,

.17)

.

(Motion Graphic)

.

, ,

.

15) , , , 2003, p.97-p.9816) , , , 2003, p.9817) http://blog.naver.com/linigy.do?Redirect=log&logNo=80002206810

.

.

3)

. .

.18)

, ,

. ,

(Motion Graphic)

.

.

(story) .

,

(Narrative)19)

.

,

.

.20)

.

,

.

18) , , , , 1992, p.819) . (story)

.20) , , , 1996, p.69

TV-CF -

- 199 -

.

. ,

(Object) .

(Motion Graphic)

.

.21)

4)

, , , 4

. (narration)

(dialog) ,

.

(Motion Graphic)

,

,

.

,

.

.22)

.

.

.

1

.

,

21) , , , 2003, p.1022) , , Moving Type, , 2001, p.41

.23) (Motion

Graphic)

.

3. TV (Transition) TV

.

.

1) (Cut)

.

.

.

2) (Dissolve)

(Lab Dissolve)

.

. TV

23 .

.

.

(Soft Cut) .

3) (Wipe)

.

23) , Wep Design, 2001, p.70-72

Vol.13

- 200 -

.

4) (Fade)

Fade out

Fade In .

,

.

.

5) -(Bullet)

.

. (Transform)

.

6) , - , (Zoom In, Zoom Out)

Z ,

. Object

(Track up/Zoom in)

(Track back/Zoom out)

. ,

.

4. (Motion Graphic)

(Motion)

.

1) X() : ,

.

.

.

2) Y() : ,

, , ,

, , , , .

.

3) XY : ,

.

, .

,

.

.

.

4) Z() : ,

.

,

,

.

.

.24)

,

.

,

24) , , [Moving Type], , 2001, p.46

TV-CF -

- 201 -

.

5. (Rudolf Arnheim)

,

.

,

.25)

.

,

.

,

30

(Illusion of Motion)

() .

.26)

.

,

.

.

0.03

,

(Aftereffect) . ,

,

(Bino-

25) (Rudolf Arnheim), [ ], , 1996, p.5626) http://search.naver.com/

cular Parallax)

(Stroboscope)

. ,

(),

.27)

. TV-CF 1.

.

, , , ,

, ,

.

,

,

.

,

, , (Copy)

, , , , ,

. , (Dadaism),

(Destijl), (Bauhaus)

.

2. TV-CF TV

. , TV

525 ()

()

.

27) (Rudolf Arnheim), [ ], , 1996, p.57

Vol.13

- 202 -

. TV

.

. TV

(), (), ()

3

,

.

(Frame)

. TV

, 4:3

. TV 4:3

,

. ,

4:3

.

.28)

, , CF

.

.

4:3

.

.

3. TV-CF (Motion Graphic)

,

.

TV

, CF.

28) , TV-Program , , p.121

,

. CF

.

(Text)

,

,

.

,

. ,

.29)

TV

. TV

.

,

.

. (Bridge

Title)

.

,

.

.

29) , Film Title , . 2002, p.57

TV-CF -

- 203 -

.

TV

. TV

.

.30)

.

DVD

.

.

.

TV. TV

.

.

TV-CF

30) , Film Title , . 2002, p.60

. ,

(type),

TV-CF

.

(type)

. ,

. ,

. , TV-CF TV-CF

,

.

,

TV-CF

TV-CF

TV-CF

.

TV-CF (Motion Graphic)

TV-CF

.

. TV-CF

TV-CF

.

TV-CF

Vol.13

- 204 -

.

, ,

.

TV-CF

TV-CF

TV-CF

.

, , , 1990

, TV-CF , , 1998

, ,

. Graphic Design, 2002

, , , 1970

, , 1996

, , Moving Type,

, 2001

, Wep Design, 2001

, TV-Program

,

, , ,

, 1992

, , , 1996

, TV ,

, 1990

,

, , 2001

, ,

, 2002

, Film Title ,

. 2002

,

, 15, 2004

,

, ,

2002

,

, , 2003

,

, , 2003

, TV Moving Typography

, , 2003

, TV-CF

, , 2004

Web site 1)http://www.adcollege.co.kr/colle7.html

2)http://blog.naver.com/linigy.do?Redirect=log&logNo

TV-CF -