Digital Graphics
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DIGITAL GRAPHICS The Backbone of Future Advertisements By Mayur D. Adhau 1 Dissertation submission is A partial fulfillment For degree of Bachelor of Fine Arts In Applied Art Submitted by Mayur Dadarao Adhau Under guidance of Mr. Subasha Pawar Mrs. Shruti Nigudkar At Bharati Vidyapeeth‘s College of Fine Arts Pune – Satara Road Pune – 411043 For the Academic year 2009-2010 2 Introduction t is hard now to imagine a world without digital graphics. Today‘s children have grown up with video games and graphic designers works almost I exclusively with computer programs to create images once laboriously drawn with pen, compass, ruler and T-square on paper. Pilots learn latest techniques of flight simulators, engineers and architects design everything from aircraft to skyscrapers, making three-dimensional models with their computers, T.V whether maps display precipitation as it occurs and doctors can look inside patients‘ body without breaking the skin. Digital graphics changed the advertising world. Now we can create anything which is in our mind which was not possible without digital graphics few years back. Digital graphics give designer unlimited power of visualization and creativity. As computer technologies developed graphics also developed from two dimensional to three dimensional. In today‘s advertising industry digital graphics has too much importance as almost all big brands ad campaigns are designed in 3D digital graphics only. Digital graphics are used in almost all big television commercials and prints ads. Almost all things from pin to plane and brand logos to realistic visuals are created in digital graphics. But most important thing is that digital graphics makes advertisements more attractive and communicative which increases sell. 3 Hypothesis Digital Graphics: the backbone of Future Advertisements. 4 Acknowledgment No great work is an endeavor in solitude; therefore I am morally thankful to the divine grace and to a lot of people who provided their vital help and guidance during the dissertation. Without their help this endeavor would have been left unfulfilled. Firstly I would like to thank Dr. D. R. Bankar sir for allowing me a chance to do dissertation. I would also like to thank Shri SUBHASH PAWAR sir and Mrs. SHRUTI NIGUDKAR madam for their continuous guidance, advice and direction throughout the dissertation. 5 Index Chapter 1. Advertisement 1 1.1 What is advertisement? 1 1.2 Brief History of Adv. 2 1.3 Digital Graphics and Advertisements. 4 Chapter 2. Graphics 5 2.1 What is graphics? 5 2.2 Brief history & Development of print graphics 5 2.3 Development of Graphics in electronic media 8 Chapter 3. Digital Graphics 10 3.1 Overview 10 3.2 What is digital Graphics? 11 3.3 Types and forms of Digital Graphics. 11 3.4 Brief history of Digital Graphics. 15 3.5 Technology of Digital Graphics. 17 3.6 3D Animation software magic. 17 3.7 Future of Digital Graphics 20 Chapter 4. Case Study 21 4.1 Videocon 21 4.2 Mentos 24 4.3 Strepsils 26 4.4 Sony Vaio 28 4.5 Print and Web Graphic Advertisements 30 Chapter 5. Conclusion 31 5.1 How I related hypothesis to my campaign 31 Chapter 6. Bibliography 32 6 Chapter 1: Advertising 1.1 What is advertising ? "Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor". By Kotler and Armstrong Advertising is a very effective medium to sell the product or service on large scale at low cost. Now a day‘s advertisement becomes part of our day to day life. We can‘t imagine any newspaper, magazine or television serial without advertisements. Every product or service which we buy or use is advertise compulsory may be it for new product or service launching or replacing existing product or for just some offers on it . The history of advertising spans the time since the town- crier or the seller shouted about his wares to the people with in ear-shot, to the present day sleek ‗commercials‘ over the television which try to sell sometimes even to an entire nation at a time. The far-reaching power and influence of mass media coupled with message based on the social science like sociology and psychology and modern techniques like marketing and market research, have made advertising today not only an art but a definitive science with more and more predictable result. No wonder then that advertising has now gained an importance as never before in its history so far, both as a supporting as well as independent marketing and selling tool. Objectives of advertising are the communication tasks to be accomplished with specific customers that a company is trying to reach during a particular time frame. A company that advertises usually strives to achieve one of four 7 advertising objectives: trial, continuity, brand switching, and switchback. Which of the four advertising objectives is selected usually depends on where the product is in its life cycle. There are many medias for advertising like print media e.g. newspaper and magazines etc. and digital media e.g. television, radio, internet, cell phone etc. which also used in different advertisement forms e.g. poster, hoardings, television commercial ad, web ad etc. As technology developing day by day advertising medias and presentation of advertising becoming more and more digital, effective and interesting. Use of more advance technology like Digital Graphics (computer graphics) in advertisements takes advertising to its next high end level. Advertising is one of the biggest industry in world and fast growing industry in India. 1.2 Brief History of Advertising Advertisements are not without history. In the Louver there is a 550 BC painting talking about buying. In the ruins of ancient Arabia commercial and political messages have been found. Ancient Egypt, Greece and Rome used papyrus to advertise products and ideas. Wall rock advertising was common in Africa and Asia as well as South America. Advertising began to take on its true colors with the coming of the Printing Age in the 15th and 16th centuries mainly in the form of handbills. In the 17th century it made its presence felt in the newspapers. From the 19th century advertising began to march hand in hand with economic growth. Mail-order advertising made its appearance. In 1841 the first advertising agency by Volney Palmer was set up in Boston. N.W. Ayer & Son were the first full-fledged advertising agency that started operating from Philadelphia in 1875. From 1920 radio stations began functioning and soon became advertising mediums. Television joined in from the late 1940‘s 8 and early 1950‘s. From the 1960‘s a new trend was seen. Advertising became an art. It became creative and called out to the best talents. The 1960s saw advertising transform into a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to consumers' eyes. The Volkswagen ad campaign—featuring such headlines as "Think Small" and "Lemon" (which were used to describe the appearance of the car)—ushered in the era of modern advertising by promoting a "position" or "unique selling proposition" designed to associate each brand with a specific idea in the reader or viewer's mind. This period of American advertising is called the Creative Revolution and its archetype was William Bernbach who helped create the revolutionary Volkswagen ads among others. Some of the most creative and long-standing American advertising dates to this period. The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and Shop TV Canada. Marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising. 9 1.3 Digital Graphics and Advertisements Relation of graphics and advertisement is very old as from its very 1st advertisement. In every advertisement there is graphic thought it would be in any form or media. You cannot represent any advertisement without graphic. Graphics make advertisements very attractive and create chances of been watch again and again by consumer. As technology develops from printing press to digital prints, computers graphics also developed 2D to 3D. Digital graphics make possible ‗What you get is what you think‘, means whatever now you think no matters it‘s very difficult or easy , real or imaginary computer graphics just creates it. 10 Chapter 2: Graphics to Digital Graphics 2.1 What is graphics? Graphics are visual presentations on some surface, such as a wall, canvas, computer screen, paper, or stone to brand, inform, illustrate, or entertain. Examples are photographs, drawings, line art, graphs, diagrams, typography, numbers, symbols, geometric designs, maps, engineering drawings, or other images. Graphics often combine text, illustration, and color. Graphic design may consist of the deliberate selection, creation, or arrangement of typography alone, as in a brochure, flier, poster, web site, or book without any other element.