Salford City CollegeEccles CentreCreative Media Production

Use of text:(Title, Credits, animated captions, stings, indents, interactive menus, web banner)

Web BannersThe use of text in these web banners dominates any other technique used as they have limited space to deliver their information. Web banners use a lot of animated captions and stings to quickly emphasise what it advertising so quick.

Brief description:What do you see?

Banners drop in from internet pages to draw attention along with bright colour and all sorts of moving text and images. The size of the advert space doesn’t change as they have paid for that gap but what they choose to animate or place into that space changes throughout the advertisement. These banners change from advert to advert usually over 10 seconds however some advertisements pay to have their looped and played constantly over and over.

Techniques used:Animation, Visual Effects, Colour Rendering, Graphics, Movement

Some colour rendering is used on web banners such as the sky advert banner. This is to attract people on the internet with bright colours. On the sky advert they merge colour to make a gradient and make the sky logo look more effective and clear to the viewer. These banners tend to use graphics as in images but not motion graphics. To counteract this some animation is used for example when the actual advert slides downwards or sideways to grab the viewers attention, this also emphasises movement.

Advanced techniques:Blur, Sharpen, Distortion, Rotation, Opacity

The backgrounds tend to be slightly blurred however these adverts seem to stay as sharp as possible because they often only have 10 seconds to show what content they need to. The use of distortion, rotation and opacity are kept to a minimum because of the 10 seconds allowed and the fact that the advertising slots are so small. Sometimes distortion, rotation and opacity can be incorporated to draw in the viewer’s attention.

Technical comments:Video Format, Screen Ratio, Resolution, Frame rate, Compression

All these depend on what the companies specify for their banner.

Motion Graphics and Video Compositing Unit 64

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