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http://dx.doi.org/10.14400/JDC.2017.15.8.333

Media Research in Global Brand Timelapse Advertisement  

Yu, Jung-Sun (Dept. of Multimedia, Graduate School of Digital Image and Contents, Dongguk University)
Chung, Jean-Hun (Dept. of Multimedia, Graduate School of Digital Image and Contents, Dongguk University)
Publication Information
Journal of Digital Convergence / v.15, no.8, 2017 , pp. 333-340 More about this Journal
Abstract
Timelapse is an imaging technique that captures motion at regular intervals and then projects it at normal speed. We looked at Timelapse advertising images of global brands and presented a model for analyzing components and expression methods of Timelapse, a new image technique. In previous research, literature research, Internet data survey, and YouTube data were investigated. Continuous photography has been developed as an imaging technique, and we have examined the current production status applied to domestic and foreign documentary, domestic and foreign drama, film, and advertisement. In 2015-2016, I will analyze the techniques of iPhones (2016), Ralph Lauren Polo Ads (2015), and Canon EOS (2013) videos that use Timelapse techniques in their recent advertisements. The results show that the Timelapse component is a static element, the static motif is mainly an artificial structure, the place is outdoor, the color is taken at a time showing the characteristics of the place, and the layout is all centered. The dynamic motif is a moving object. The dynamic line consists of a story based on the object. The time is about 11-15 seconds, the longest is about 1 minute and 30 seconds, and the editing is mainly focused on the product with the brand logo emphasized. In conclusion, it is the role of the image to pay attention to the advertisement and catch the eye. In order to motivate the buyer's mind, it is necessary to direct and edit such as Timelapse, which stimulates the emotions inherent in the mind and stimulates the non-verbal symbols. Future research is likely to reveal various attempts at temporal editing of images.
Keywords
Timelapse; Global Brand; Advertisement Media; Image design; Visual communication;
Citations & Related Records
Times Cited By KSCI : 8  (Citation Analysis)
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