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TRANSCRIPT
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TV-CF
Study about practical use of motion graphic title design in TV-CF.
(Song, eun hwa)
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- 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
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- 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
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- 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
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- 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 -