Abstract

 
 
 The research of the use of 3D computer graphics in commercials is conducted based on monitoring of the commercial breaks on TV channels «1+1», «Inter» and «Ukraine» in the years 2015-2017. The TV channels for the research were chosen according to their performance and results of the international and Ukrainian festivals of advertising and TV design, as well as to the percentage of usage of 3D computer graphics in the winning projects. There were 27 round-the-clock monitoring sessions conducted. More than 17 000 commercials were defined and classified based on 3D computer graphics usage. The conclusions concerning the urgency of using three-dimensional animation as the means of visual brand communication and the quality level of the 3D computer graphics in the TV commercials are determined herewith.
 
 
Highlights
Dynamic 3D graphics in broadcasting and TV commercials appears to be well developing in the sphere of visual communications
Animated 3D graphics as a part of animation is one of the most common features in media design. 3D elements are directly used while creating an aesthetic appearance of the air, making navigation system for the viewer to have a guidance in broadcasting space and in direct advertising
In the frames of set scientific goals we studied works on 3D graphics and animation
Summary
Dynamic 3D graphics in broadcasting and TV commercials appears to be well developing in the sphere of visual communications. Objectives — to research peculiarities of animated 3D graphics functions as a method of visual communication of TV brands based on direct advertisement and promo videos on Ukrainian channels. In order to reach the goal set in this study we raised an objective to monitor usage of animated 3D graphics in designing interim units between programs specified according to TV design quality ranking of the following Ukrainian channels: «1+1», «Inter», and «Ukraine» during 2015-2017. An international Promax BDA prize is considered as one of the most prestigious by the specialists in this field, awarding it to Ukrainian channels means their remarkable achievements in media marketing, taking into account all the parts of the projects starting from promotion and design and finishing with branding and audience interaction.
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