제품의 관여도에 따른 3D 모션그래픽 활용에 관한 연구

초록

Recently, people’s interests in video communications are increasing together with the development of digital media contents. Among such video communications, interests in 3D video communication, a recent design trend, are especially getting bigger. However, the development of 3D video contents is slower than that of 3D hardware technology. Therefore, in this study, the utilization methods of 3D motion graphics according to the product involvement degree were examined as a development method of 3D video contents. At first, theoretical considerations on video communications, 3D motion graphics, and product involvements were made, and the stereoscopic, expressive, and communication aspects of 3D motion graphics were inspected. According to this, the 4 types of characteristics based on the degree of product involvement were analyzed. First type(the type of rationality and high involvement) emphasized the product using close-ups and spotlights, provides additional information via text and voice, and made narrative videos with direct storytelling. Second type(the type of sensibility and high involvement) conveyed the image of the product more emotionally through a metaphorical story and a smooth screen composition using full shots and ambient lights. Third type(the type of rationality and low involvement) made the visual explanation through the close-ups and the motions of assembly and disassembly. In addition, it provided additional explanations through texts. Finally, fourth type(the type of sensibility and low involvement) made up of the screen through the moving and rotating motion of objects. Also, it metaphorically told the story using symbolic metaphors. Therefore, if a video is produced using 3d motion graphics according to the degree of product involvement to be advertised, an effective advertisement video will be made.

키워드