Advertising by Design, 3rd Edition

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ANIMATION, MOTION BY DESIGN & COMMERCIALS: TV, WEB & FILM

Movement. Sound. Action. Story. All these components play a significant role in advertising animations, motion design, films, and TV or online commercials across devices—whether created for a small mobile screen or a huge public screen or any size in between. Sound and movement aid storytelling. Most commercials and web films are live action—people and products that are filmed or videotaped rather than rendered through animation. In animation or motion design, you simulate movement—you can more easily show rather than tell, whether it means telling a story through action or making complicated accounts or demonstrations comprehensible through movement.

In advertising, we use different types of simulated movement for specific purposes (entertainment, promotional, or informational) across all media channels that display motion. You can animate characters or objects or shapes and forms. Animated works can stand alone as films online or as TV or web commercials. Or you can conceive a live-action film or commercial that incorporates animated pieces (characters or objects) or motion design (banners, moving graphics, animated logos or diagrams, opening film graphics, montage, branded motion graphics, or hybrid forms of motion). You could think of motion design as the broader category of simulated movement, with animation as a specific type of motion, one that focuses more on storytelling. In advertising, simulated movement ...