Animated 3D Computer Graphics as Visual Brand Communication on Ukrainian Television

Abstract

Research methodology. The research of the use of 3D computer graphics in commercials is conducted based on monitoring of the commercial breaks on the TV channels «1+1», «Inter» and «Ukraine» in the years 2015-2017. The TV channels for the research were chosen according to their performance and results on the international and Ukrainian festivals of advertising and TV design, as well as the use of 3D computer graphics in the winning projects. During the research 27 round-the-clock monitoring sessions were performed. On the basis of using 3D computer graphics, 20000 commercials were defined and further classified.

Results. In the study, the historiography of the topic and the notion of the animated 3D computer graphics are defined. The notion of the animated 3D computer graphics is considered to be synonymous with «3D animation», yet, prevailing due to the focus of the main component of the animation, which is the animated 3D computer graphics, and wider research prospects. The main indicators of 3D computer graphics are determined, among which the use of 3D models created is special editing software is the core one. Due to a certain level of subjectivity during the procedure of determining the presence of 3D computer graphics visually, all of the selected animation videos are considered to be those having indications of using 3D computer graphics.

Novelty. The topicality of the research is explained through the fact that most of the scientific papers define 3D computer graphics, advertising and TV design as separate categories and rarely analyze them as one unit. In the majority, the mentioned papers are scientific manuals about technological peculiarities of 3D animation and marketing studies, while we suggest studying the influence of the visual-technical origin (3D) and functioning as graphical microcomponents of the brand communication.

The practical significance. The practical experience analysis and systematization of the TV design development on the chosen channels is conducted. The tendencies and problems of using 3D computer graphics on the Ukrainian television are defined. The conclusions concerning the urgency of using three-dimensional animation as the means of visual brand communication and the quality level of the 3D computer graphics in the TV commercials are determined.

Key words: 3D graphics, three-dimensional advertising, teledesign, media design, visual communication.