Project Reference: DMT135

Student’s Name: Jiao Zongda
Project title: Comparing the efficacy of conveying a message between traditional filming techniques and animation

Course Title: Digital Media Technology

Supervisor’s Name: Niccolo Granieri

The aim of my project is to compare the efficacy of conveying a message between traditional filming techniques and animation.

“Videos are used in many contexts: from propaganda films, teaching videos, public service advertisements and to traditional advertisements. Videos are used to express a message or convey information. This project aims to explore videos shot with traditional techniques and animation videos to compare and find out which one is the most effective at conveying messages.

This project will use two versions of the same video that has been made in two different ways: traditional filming and animations. To test this, the two videos will be showed to two groups of ten people. All individuals will then answer an questionnaire. The data from the questionnaire will be collected and analysed. The findings demonstrate that an animated video is more effective at conveying a message than a video shot with traditional filming techniques.”

Videos shot by traditional filming and animations are used in many scenarios such as films, advertisements, promotional videos and series. Animation is a comprehensive art, it is a collection of painting, comics, movies, digital media, photography, music, literature and many other art categories in one form of artistic expression. Generally, a video refers to a series of static images in the form of electrical signals to capture, record, process, store, transmit and reproduce a variety of technologies. When the continuous image changes more than 24 frames per second, according to the principle of visual persistence, the human eye cannot distinguish a single static image; it looks like a smooth and continuous visual effect, such a continuous image. These are known as animations. Videos shot with traditional filming techniques and animation videos will be compared to see which one is the best way to pass information which through the comparison of the two videos and the data collection and analysis of the experimental object.