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  • 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 -