시각 커뮤니케이션 요소로 분석한 모션그래픽 광고 사례연구

Based on the popularization of using web, the cases to adopt motion graphic technologies are increasing. Motion graphics are not only technical tools to express visualization, but also important elements to lead communication with users. However, it is not clear to define the boundary of fundamental elements of motion graphics. Based on the researched information, the similar principles and elements were analyzed by card sorting methodology. According to the results, the basic elements which influence visual elements are time, movement, graphic, text, movement, and sound. The elements which influence communication of meanings are narrative story-telling, interactive, sign, and metaphor. The analyzed elements are used to evaluate advertising products. First of all, visual image dominated, communication dominated, or visual communication which present within well balanced expression are the focused advertising case studies. According to the case studies, checking the use of motion graphics and the recent trend of advertising design are the purpose of this study. In this study, the reorganized motion graphic elements will be helpful to bring some other possibilities to explore motion graphics in various design fields.