Digital Graphics

DIGITAL GRAPHICS

The Backbone of Future Advertisements

Mayur D. Adhau

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

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.

Hypothesis Digital Graphics: the backbone of Future Advertisements.

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.

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

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

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

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.

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.

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. Clarity or effective communication may be the objective, association with other cultural elements may be sought, or merely, the creation of a distinctive style.

2.2 Brief History and Development of Graphics

The earliest graphics known to anthropologists studying prehistoric periods are cave paintings and markings on boulders, bone, ivory, and antlers, which were created during the Upper Paleolithic period from 40,000–10,000 B.C. or earlier. Many of these were found to record astronomical, seasonal, and chronological details. Some of the earliest graphics and drawings known to the modern world, from almost 6,000 years ago, are that of engraved stone tablets and ceramic cylinder seals, marking the beginning of the historic periods and the keeping of records for accounting and inventory purposes. Records from Egypt predate these and papyrus was used by the Egyptians as a material on which to plan the building of pyramids; they also used slabs of limestone and wood. From 600–250 BC, the Greeks played a major role

in geometry. They used graphics to represent their mathematical theories such as the Circle Theorem and the Pythagorean Theorem. In art, "graphics" is often used to distinguish work in a monotone and made up of lines, as opposed to painting.

The invention of printing from movable type in 1440 by Johann Gutenberg in Germany was a big forward step in civilization. Printing was the solid foundation for information, education and advertising, the first printed English advertisement which was in the form of a handbill or poster was done by William Caxton in 1477 and since then printing flourished.

In the mid-15th century Johannes Gutenberg invented a mechanical way of making books. This was the first example of mass book production. Before the invention of printing, multiple copies of a manuscript had to be made by hand, a laborious task that could take many years. Later books were produced by and for the Church using the process of wood engraving. This required the craftsman to cut away the background, leaving the area to be printed raised. This process applied to both text and illustrations and was extremely time-consuming. When a page was complete, often comprising a number of blocks joined together, it would be inked and a sheet of paper was then pressed over it for an imprint. The susceptibility of wood to the elements gave such blocks a limited lifespan.

As technology develop printing and graphic quality also developed which help to create good quality advertisements.

After Printing Press Lithography came invented by Bavarian author Aloys Senefelder in 1796, lithography is a method for printing on a smooth surface. Lithography is a printing process that uses chemical processes to create an image. For instance, the positive part of an image would be a hydrophobic chemical, while the negative image would be water. Thus, when the

plate is introduced to a compatible ink and water mixture, the ink will adhere to the positive image and the water will clean the negative image. This allows for a relatively flat print plate which allows for much longer runs than the older physical methods of imaging (e.g., embossing or engraving). High-volume lithography is used today to produce posters, maps, books, newspapers, and packaging — just about any smooth, mass-produced item with print and graphics on it. Most books, indeed all types of high-volume text, are now printed using offset lithography.

Then offset press come in 1870 Offset printing is a widely used printing technique where the inked image is transferred (or "offset") from a plate to a rubber blanket, then to the printing surface. When used in combination with the lithographic process, which is based on the repulsion of oil and water, the offset technique employs a flat (planographic) image carrier on which the image to be printed obtains ink from ink rollers, while the non- printing area attracts a film of water, keeping the non-printing areas ink-free.

After offset in 1907 Screen printing come screen printing is a printing technique that uses a woven mesh to support an ink- blocking stencil. The attached stencil forms open areas of mesh that transfer ink as a sharp-edged image onto a substrate. A roller or squeegee is moved across the screen stencil, forcing or pumping ink past the threads of the woven mesh in the open areas. Screen printing is also a stencil method of print making in which a design is imposed on a screen of silk or other fine mesh, with blank areas coated with an impermeable substance, and ink is forced through the mesh onto the printing surface. It is also known as silk screening or serigraphy.

As technology developed in printing print outs become more and more attractive now multicolor and complicated graphical images can be done easily after 1960‘s technology progress rapidly then Xerographic office photocopying was introduced by Xerox in the 1960s, and over the following 20 years it

gradually replaced copies made by Verifax, Photostat, carbon paper, mimeograph machines, and other duplicating machines. The prevalence of its use is one of the factors that prevented the development of the paperless office heralded early in the digital revolution. The laser printer, based on a modified xerographic copier, was invented at Xerox in 1969 by researcher Gary Starkweather, who had a fully functional networked printer system working by 1971. Laser printing eventually became a multibillion-dollar business for Xerox.

But Development not stop here now a days there are digital and 3D prints also which changed the advertising world.

Print is not only media where digital graphics used television is also a biggest media where digital graphics are wieldy used in advertisements, in fact you can‘t see any advertisement without digital graphics on T.V commercial digital graphics is must for video commercial because they are very attractive , expressive and communicate in just few seconds.

Graphics also developed in TV commercial from 2D black & white graphics to 3D digital colour. From the beginning of the television era, advertising has been used as a vehicle for many countries. Television commercials first emerged in the late 1940's and since then have become the most effective, persuasive, and popular media of selling products of any kind. Television was first created as a commercial medium using the format of radio advertising. Radio advertisement was already a well-established and most popular medium for advertising, before television arrived. When television was in its infancy, it was extremely difficult to separate the difference between the actual television programs and the commercials. Most of the first television programs were sponsored by single companies which inserted their company name or the products they wanted to advertise as much as possible. The

philosophy of commercials was created as the following: television programming was intended as a way to capture the audience's attention, keeping the watchers hooked to the television,, so the viewers could watch the commercials while waiting for the next television segment. In the 1960's on average a typical hour long American show would run about 51 minutes excluding the commercials. Today's programs only run approximately 42 minutes, which means that television companies have placed a larger incentive in playing commercials to earn revenue.

Now a day‘s most of television commercials used 3D Animation and 3D Visual effects due to use of this digital graphics TV commercials become powerful in

creativity and visualizations. Now you can see many things in TV ad which is not actually possible in real life or impossible to shoot in real life. For example in resent TV commercial of Alpenliebe in which a 3D animated crocodile has show which talking and dancing and chasing film star Kajol for alpenliebe chocolate which is impossible to do in real life.

Chapter 3: Digital Graphics

3.1 Overview

Today‘s advertising world is digital graphics / computer graphics world now you can create anything; any form; any visual for advertisement which was not possible few years back. Most of the today‘s advertisements you can‘t imagine also some year back.

Digital graphics is everywhere now a day from poster to newspaper, form television to films. Due to development in computer graphical software we can use high quality graphics in any media it may be print or video. We can‘t imagine any television commercial without computer graphics. Now a day‘s mostly 3D animations are used in an advertisement which makes advertisements more attractive and interesting. Most of Logos, Products, Visuals and Illustration are made in computer graphics which are more realistic and interesting which defiantly effects in product selling.

New technologies have had a dramatic and creatively liberating impact on the advertising community. Creative‘s in the advertising world were previously harnessed and restrained by the limitations of not only what was technically available, but also the affordability and geographic access to what was technically achievable. As new technologies evolved, and became more powerful, versatile, and readily available in both large and smaller markets, agency creative‘s were truly able to think outside of the box in a more sophisticated manner. Altering or reproducing reality was easily

achieved. Creating an entirely fictitious but realistic world was similarly achievable. Physical travel has become less critical and visual communication more fluid and instantaneous. As technology improved in parallel with the volume of advertising communications, the conceptual and creative parameters have also widened exponentially.

3.2 What is Digital Graphics?

Digital graphics is also known as computer graphics. Computer graphics are graphics created using computers and, more generally, the representation and manipulation of pictorial data by a computer.

The development of computer graphics, or simply referred to as CG, has made computers easier to interact with, and better for understanding and interpreting many types of data. Developments in computer graphics have had a profound impact on many types of media and have revolutionized the animation, advertising, film and video game industry.

3.3 Types and Different Forms of Digital Graphics

There are different types of computer graphics raster, vector, Pixel Art, 2D computer graphics, 3D computer graphics and Computer Animation.

The raster graphic is composed of pixels and vector graphic is composed of drawing paths. It is important to understand the difference between these two types before you choose the graphics format to save the barcode image.

Raster Graphics

A bitmap is basically an array of pixels with values indicating the color. The bitmap sizes are defined in pixels. BMP, TIF, GIF, JPG, PNG and most other graphics formats are raster graphics. Since the sizes are measured in pixels, the print dimension depends on the resolution of the printer. BMP records every pixels in the image, so the size is very big even for small images. Other formats use compression algorithm to reduce the file size without causing great visual degrading, but remember the barcode is read by

machines other than human. Overall, you need to keep the physical size unchanged otherwise you will run into problems.

For example, you generate a barcode with 1 inch wide and 0.75 inch tall. The display devices usually have a dpi of 96 that translate 96 pixels per inch. If you save the image into raster graphics format, you get a bitmap array with 96 pixels wide and 72 pixels in height. When you print from a laser printer at 600 dpi, the image shrink to 1/6 of the original size and become un-readable. In our Barcode Studio and ActiveX control products, you can set the target resolution. Still when you copy the image form one machine to another, the same problem may arise again.

Vector Graphics

A vector graphic contains the drawing instructions other than the color value in pixels. In Windows platform WMF is most widely used vector graphic format that is supported by all printers. The best feature about WMF is that the dimension measures are completely device independent. It can be easily scaled without losing any characteristics (most likely you will not use the scale feature). We strongly recommend that you save your barcode image in this format. In our Barcode Studio/ActiveX products copy/paste operation is based on WMF format which preserves all the information. Other vector graphics formats include EPS (Encapsulated PostScript), SVG (Scalable Vector Graphics) format. To use EPS, you need to have a printer with postscript enabled. SVG is designed to use with World Wide Web, but they are not widely accepted. WMF is only supported in Windows platforms.

Graphics are visual elements often used to point readers and viewers to particular information. They are also used to supplement text in an effort to aid readers in their understanding of a particular concept or make the concept more clear or interesting. Popular magazines, such as TIME, Wired and Newsweek, usually contain graphic material in abundance to attract readers, unlike the majority of scholarly journals. In computing, they are used to create a graphical interface for the user; and graphics are one of the five key elements of multimedia technology. Graphics are among the

primary ways of advertising the sale of goods or services.

Pixel Art

Pixel art is a form of digital art, created through the use of raster graphics software, where images are edited on the pixel level. Graphics in most old (or relatively limited) computer and video games, graphing calculator games, and many mobile phone games are mostly pixel art.

2D computer graphics

2D computer graphics are the computer- based generation of digital images— mostly from two-dimensional models, such as 2D geometric models, text, and digital images, and by techniques specific to them. The word may stand for the branch of computer science that comprises such techniques, or for the models themselves.

2D computer graphics are mainly used in applications that were originally developed upon traditional printing and drawing technologies, such as typography, cartography, technical drawing, advertising, etc.. In those applications, the two-dimensional image is not just a representation of a real-world object, but an independent artifact with added semantic value; two-dimensional models are therefore preferred, because they give more direct control of the image than 3D computer graphics, whose approach is more akin to photography than to typography.

3D computer graphics

3D computer graphics in contrast to 2D computer graphics are graphics that use a three- dimensional representation of geometric data that is stored in

the computer for the purposes of performing calculations and rendering 2D images. Such images may be for later display or for real-time viewing.

Despite these differences, 3D computer graphics rely on many of the same algorithms as 2D computer vector graphics in the wire frame model and 2D computer raster graphics in the final rendered display. In computer graphics software, the distinction between 2D and 3D is occasionally blurred; 2D applications may use 3D techniques to achieve effects such as lighting, and primarily 3D may use 2D rendering techniques.

3D computer graphics are often referred to as 3D models. Apart from the rendered graphic, the model is contained within the graphical data file. However, there are differences. A 3D model is the mathematical representation of any three-dimensional object. A model is not technically a graphic until it is visually displayed. Due to 3D printing, 3D models are not confined to virtual space. A model can be displayed visually as a two-dimensional image through a process called 3D rendering, or used in non-graphical computer simulations and calculations.

Computer animation

Computer animation is the art of creating moving images via the use of computers. It is a subfield of computer graphics and animation. Increasingly it is created by means of 3D computer graphics, though 2D computer graphics are still widely used for stylistic, low bandwidth, and faster real-time

rendering needs. Sometimes the target of the animation is the computer itself, but sometimes the target is another medium, such as film. It is also referred to as CGI (Computer-generated imagery or computer-generated imaging), especially when used in films. Virtual entities may contain and be controlled by assorted attributes, such as transform values (location, orientation, scale; see Cartesian coordinate system) stored in an object's transformation matrix. Animation is the change of an attribute over time. Multiple methods of achieving animation exist; the rudimentary form is based on the creation and editing of

keyframes, each storing a value at a given time, per attribute to be animated. The 2D/3D graphics software will interpolate between keyframes, creating an editable curve of a value mapped over time, resulting in animation. Other methods of animation include procedural and expression- based techniques: the former consolidates related elements of animated entities into sets of attributes, useful for creating particle effects and crowd simulations; the latter allows an evaluated result returned from a user-defined logical expression, coupled with mathematics, to automate animation in a predictable way (convenient for controlling bone behavior beyond what a hierarchy offers in skeletal system set up).

To create the illusion of movement, an image is displayed on the computer screen then quickly replaced by a new image that is similar to the previous image, but shifted slightly. This technique is identical to the illusion of movement in television and motion pictures.

3.4 Brief History of Digital Graphics

The phrase ―Computer Graphics‖ was coined in 1960 by William Fetter, a graphic designer for Boeing. The field of computer graphics developed with the emergence of computer graphics hardware. Early projects like the Whirlwind and SAGE Projects introduced the CRT as a viable display and interaction interface and introduced the light pen as an input device

Further advances in computing led to greater advancements in interactive computer graphics. In 1959, the TX-2 computer was developed at MIT's Lincoln Laboratory. The TX-2 integrated a number of new man-machine interfaces. A light pen could be used to draw sketches on the computer using Ivan Sutherland's revolutionary Sketchpad software.

The development of Sketchpad made Ivan Sutherland the "grandfather" of interactive computer graphics and graphical user interfaces.

The research at MIT would help shape the early computer and computer graphics industries. Major corporations soon became interested in the technology. IBM quickly responded by releasing the IBM 2250 graphics terminal, the first commercially available graphics computer. Several computer graphics companies were founded in the mid 1960s including TRW, Lockheed-Georgia, General Electric and Sperry Rand.

In 1969, the ACM initiated A Special Interest Group in Graphics (SIGGRAPH) which organizes conferences, graphics standards, and publications within the field of computer graphics. In 1973, the first annual SIGGRAPH conference was held, which has become one of the focuses of the organization. SIGGRAPH has grown in size and importance as the field of computer graphics has expanded over time. Many of the most important early breakthroughs in computer graphics research occurred at the University of Utah in the 1970s.

In the 1980s, artists and graphic designers began to see the personal computer; particularly the Commodore Amiga and Macintosh, as a serious design tool, one that could save time and draw more accurately than other methods. In the late 1980s, SGI computers were used to create some of the first fully computer-generated short films at Pixar. The Macintosh remains a highly popular tool for computer graphics among graphic design studios and businesses. Modern computers, dating from the 1980s often use graphical user interfaces (GUI) to present data and information with symbols, icons and pictures, rather than text. Graphics are one of the five key elements of multimedia technology.

3D graphics became more popular in the 1990s in gaming, multimedia and animation. In 1996, Quake, one of the first fully 3D games, was released. In 1995, Toy Story, the first full-length computer-generated animation film, was released in cinemas worldwide. Since then, computer graphics have only become more detailed and realistic, due to more powerful graphics hardware and 3D modeling software.

Now a days graphics are also widely used in internet almost all web sites are based on digital graphics and animations are widely used in it. Many web sites used 3D animation and digital logos and graphics.

3.4 Technology of Digital graphics

Technology plays an very important role in digital graphics most of digital graphics are created with the help of computer software. There are many softwares are availble now to creat digital graphics from 2D to 3D like Autodesk Maya, 3DS Max, Softimage, Flash Photoshop etc. Digital graphics is widly divied into 2D graphics and 3D graphics. Many times advertisements used 2D illustration and diagrams and drawing which are vector images created in 2D software like Illustrator, coral, photoshop etc. which are used in printing because they don‘t get pixelet and image never blur. In 3D software like Maya or 3DS Max rastor, jpeg, bmp, png etc. images are created in pixels formate with dpi (dot per inch) resolution. But mostly in 3D animation videos are created which are used in tv commercials. A digital image is a representation of a two- dimensional image in binary format as a sequence of ones and zeros. Digital images include both vector images and raster images, but raster images are more commonly used.

3.6 3D Animation software magic

Computers are excellent number crunchers. Pixels are arranged in rows and columns on a screen. The number of pixels in rows times the number of pixels in columns determines their density, or resolution. Resolution is one of the components of the computer‘s ability to form a distinguishable image. A typical computer screen contains 640 pixels in a line and 480 pixels vertically. Multiplied, the number of pixels on a typical screen equals 307,200.

Although the ability of computer hardware and software to produce a dense or high resolution image is important to create a quality image, their ability to duplicate colours is even more important.

Primary colours – red, green and blue can be combined to produce full or true colour. Their lightness or darkness or values as well as their colour create shapes, just as they would in a painting or drawing.

To create three dimensional images a computer uses a mathematical transformation called a projection. Although the images are presented on a two dimensional screen, the computer, through using the principle of perspective- foreshortening, shading, and hidden surface removal and through its ability to make quick calculations, can portray the objects so as to make it apper to the human eye as a three dimensional object. These techniques are the basis for the computer – aided drafting and computer animation. Rapidly changing 3-D images on the computer screen creates the illusion of motion or animation. An animated movie will use slightly differing images on a filmstrip to create a illusion of motion. A computer acts much the same way, although it cannot produce the twenty- four full screen images per second typically in an animation film.

The computer, however, will accomplish the same effect by displaying one image on the screen while creating a new image in the background and swapping the screen. The eliminates the time between display of the image, creating the illusion of motion.

3D animation go through process of modeling then texturing, compositing and finally rendering in any animation software.

3D modeling is the process of developing a mathematical, wireframe representation of any three-dimensional object, called a "3D model", via specialized software. Models may be created automatically or manually; the manual modeling process of preparing geometric data for 3D computer graphics is similar to plastic arts such as sculpting. 3D models may be created using multiple approaches: use of NURBS curves to generate accurate and smooth surface patches, polygonal mesh modeling (manipulation of faceted geometry), or polygonal mesh subdivision (advanced tessellation of polygons, resulting in smooth surfaces similar to NURBS models). A 3D model can be displayed as a two-dimensional image through a process called 3D rendering, used in a computer simulation of physical phenomena, or animated directly for other purposes. The model can also be physically created using 3D Printing devices. Texture mapping is a method for adding detail, surface texture, or colour to a computer-generated graphic or 3D model. Its application to 3D graphics was pioneered by Dr Edwin Catmull in 1974. A texture map is applied (mapped) to the surface of a shape, or polygon. This process is akin to applying patterned paper to a plain white box. Multitexturing is the use of more than one texture at a time on a polygon.[6] Procedural textures (created from adjusting parameters of an underlying algorithm that produces an output texture), and bitmap textures (created in an image editing application) are, generally speaking, common methods of implementing texture definition from a 3D animation program, while intended placement of textures onto a model's surface often requires a technique known as UV mapping.

Rendering

Rendering is the process of generating an image from a model, by means of computer programs. The model is a description of three dimensional objects in a strictly defined language or data structure. It would contain geometry, viewpoint, texture, lighting, and shading information. The image is a digital image or raster graphics image. The term may be by analogy with an "artist's rendering" of a scene. 'Rendering' is also used to describe the process of calculating effects in a video editing file to produce final video output.

Future of Digital Graphics

Digital Graphics is one of the fastest growing industry in India and world. Digital graphics has made their place in almost all the media of advertisement no doubt it is the backbone of future advertisements. As technology and software developing we can aspect more and more good qualities of advertisements so every manufacture want to endorse there product by using digital graphic.

Not only in advertisements digital graphics used in other fields also in large scale like in films, TV serials, education, medical, etc.

Chapter 4: Case Study

There are many advertisements in which we will find different forms of digital graphics used. I have taken four different advertisements of different brands for case study so we will find how digital graphics like 2d animation, 3d animation and digital Visual Effects used in them to endorse there product.

Case Study 1: Digital 3D Animated Advertisement.

Brand: Videocon

Agency: T.A.G

Storyboard:

Brief

In the year July 2009 Videocon changed its brand identity. Conceived by Interbrand, Singapore, the 'V' in the new logo is representative of the new identity of the brand – an identity that is fresh, dynamic, and has been provided a life of its own. The new 'V' is composed of two animated green, lava-like shapes called Chouw and Mouw, both of which have distinct identities. Chouw and Mouw are 'live' characters, and used through a series of short videos to tell simple stories, each depicting a positive dimension of Videocon's new tagline, 'Experience Change'.

Both have certain personality traits, based on their physical attributes. The bigger one, Chouw, is slow but earnest; strong and silent; he is patient, good natured, kind, and maybe a little romantic too. The smaller one, Mouw, is quick witted, energetic bordering on restless, curious, and funny.

Physically, they can coerce their bodies into rudimentary shapes that help them to get on with tasks at hand. The colour palette has been chosen to reflect the philosophy of the Videocon Group, that is, the green colour is symbolic of the company's ecology drive.

Prasoon Joshi, executive chairman, McCann Erickson India, and regional executive creative director, Asia Pacific, McCann Erickson, says, "The task at hand was challenging, keeping in mind the brand equity and recall Videocon already enjoys. So, keeping in mind that the brand was getting into new age categories, it was decided to get rid of the static nature of the brand and getting it to move on. Hence, the new identity will bring energy into the brand."

As far as the characters are concerned, Joshi maintains that they will help to create buzz and visibility around the transformation and establish the new logo in the consumer's mind effectively.

As show in above Videocon story board this complete advertisements is created in digital graphics as 3D animation. The complete environment and characters are 3D. This new fresh look has really helped Videocon to make its brand more popular and increase its sell, because it‘s really attracts everyone of any age.

This new 3D commercials advertisements really effects on Videocon brand as well as consumers it completely changed the views of consumer towards Videocon. Power of digital graphics is far much we can know to it, due its new look people now tacking interest in buying Videocon products and remember that two 3D animated green lava characters‘ as Videocon brand.

Case Study 2: 3D Animated Cartoons Advertisements

Brand: Mentos

Agency: O&M

Storyboard:

Brief:

Mentos ‗Dimag Ki Batti Jala De‘. This is a very funny 3d animated advertisement created at O&M advertising agency, as you can see in the storyboard this is composition of 2d background and 3d animated characters. This ad is an very good example of composting 2d and 3d graphics together.

This ad is created in a very funny manner they show how a monkey is transform into a man by eating a Mentos but this all possible due to digital graphics, in real life you can‘t show what is happening in this advertisement. Due to digital graphics lots of time and energy is saved in live action too many people and artistes are worked together and lots of time waste in traveling, creating sets, makeup shooting etc., but due to digital graphics this all can be done in a one studio with help of computer and 3-4 graphic designers and animators.

This ad really attracts children and youth due its 3d presentation and humor.

Case Study 3: 2D animated Advertisement

Brand: Strepsils

Agency: McCann Erickson

Storyboard:

Brief:

This is an complete 2D animated graphical advertisement. This ad is created by McCann Erickson advertising agency. In this ad you can see 2d character and 2d background with its 2d strepsils product. In this ad they shown a man with his sore throat, then how after tacking strpsils it goes through his throat and makes metal blade disappear. Its look very simple and funny in this ad but it‘s not possible to show in real life means you cannot put camera in anybody throat by due to digital graphics it‘s become possible to show and explain that how strepsils works easily. Due to this ad consumer can easily understand working and how to use this product easily and create a trust towards product which will defiantly help product to sell.

Thus here also due to digital graphic manufacture easily and effectively communicate and explain his product to consumers without spending much time and money.

Case Study 4: Composition of 3D graphics and live action

Brand: Sony Vaio

Agency: JWT

Storyboard:

Brief:

This an good example of composite graphics. Here you can see Animated graphics and real life video together. In this Sony Vaio advertisement you will find the flying eye balls behind the girl and boy as we know its not possible in real life, and then you will see the revolving Sony Vaio laptops in air which is again not possible and lastly the tag line ‗All eyes on you‘ which come in front of girl, this all became possible due to digital graphics.

The 3D eye balls placed in a real life video which is wonderful quality of digital graphics software. As the tag line of Sony Vailo ‗All eyes on you‘ they actually shown the eye ball coming out of humans and follow that person who is carry sony vaio laptop this visualization can be done in 2d illustration also but due to digital 3d visual effects this visualization become as real as reality. This show the beauty of digital graphics.

Also the product which is again in 3D which makes easy for advertiser or graphic designer to show product from any angel, in any colour, in any shape which helps manufacture to promote his product in much better way in ads.

Case Study 5: Print and Web Graphic Advertisements

Brief:

Digital graphics are not only used in TV commercial advertisements it is also used largely in print and websites. As above you can see Ulta Perk newspaper ad in which a bollon flying a girl which is actually not possible but with the help of digital graphics designer show it and it looks as real. Many ads now you can see online also. On websites you will found lots of graphical ads as in above two ads of LIC and LG mobile total ad is based on graphics in this ad video are not used mostly so the size of ad will not increase.

Chapter 5: Conclusion

As we seen above thesis and case studies it proves that digital graphics are really important for today‘s advertisement, we seen how digital graphics is used in advertisements in different medias and in various forms. We also seen that mostly advertisements are made in digital graphics and most of the TV commercials are not possible without digital graphics.

Digital graphics give power to create anything what creator visualize, digital graphics software are much developed then before that makes digital advertisements more realistic. Digital graphics has changed the face of today‘s advertising world, today every manufacture is using digital graphics may be its 2d cartoon animation, 3d animation, live action visual effects or just vector graphics everyone wants digital graphics in there advertisements. We seen not just manufacture but consumer also attracted toward digital graphics because sometimes in advertisements he found so many amazing things that he also never imagine about it and that effects on consumer minds.

Digital graphics are very helpful to sell a product; it has power to sell boring or unpopular products effectively. Digital graphics has no limits and it is not only used in advertisements it‘s everywhere films, TV serials, medical, research centers. Digital graphics is base of today‘s advertisements and defiantly is the backbone of future advertisements.

5.1 How I related hypothesis to my campaign.

I have taken TV channels network for my campaign its name as Magic Man Network. This is a brand new TV channels network with six different channels. My whole campaign is based on digital graphics I designed channels logo in 3D and many of advertisements are done in digital graphics. As we can see one of my campaign advertisement I used 3D hat and logos which are composed with digital graphic background. With the help of digital graphics I created many thing which are not possible in real life it make my campaign attractive and interesting.

Chapter 6: Bibliography

The references have been derived from the following:

The book references are:

Animation In The Home Digital Studio (creation to distribution)

by Steven Subotnick.

Cracking Animation

by Peter Lord and Brain Sibley

Animation Now!

by Anima Mundi and Ed. Julius Wiedemann

Computer Graphic 2

by Wolfqanq Hageneg

Motion Graphic(graphic design for broadcast and film)

by Steve Curran

Advertising Art & Ideas

by Dr.G.M.Rege

The website references are:

www.google.com www.wikipedia.com www.autodesk.com www.in.com www.adfaqs.com www.pointofbigning.com www.biganimation.com