A Study on the Development of Commercial Film using Computer Graphics

Lee, Chug-Keun/Multi-media Major, The Graduate School of Mass Communication, Chung-Ang University

This study investigates the influence of computer-graphics mechanism on commercial films, which is continuously developing with immence impact and new methods by high technology, and examines the environment of the visual advertising.

Computer had been used only for the simple calculation, statistics and data sorting until 1958 when XY plotter was presented by Calcomp Ltd. Thanks to that plotter, it was made possible to draw complex diagram and various modified figures by changing the axis of coordinates. Computer graphics was conceived during this age, and it is called "Printer and Plotter era". In the 1960s, computer graphics entered the era of semiconductor when the computer element had been changed into semiconductor such as Transistor and Diode instead of vacuum tuba This age, improving computer devices with technology, has set the base of today' s computer graphics technology. Also, in this age, the examination and trial of spatial art through various media were carried out. It is called "Refresh CRT era".

In the 70s, the studies on the computer graphics began to produce some fruits, and it is called "Storage Tube CRT era" During the 70s, the technology of geometric computer graphics has been shifted into motion picture oriented computer graphics such as "Haft Animation" made by Ivan Sutherland and David Evans of the University of Utah. Animation technology, along with DVE(Digital Video Effect), could be seen at home as a TV-CF from the late 1979. Computer graphics mixed with sound, light and laser including video set up, a new type of media in this age. In the 1980s, as semiconductor rapidly developed, LSI changed into VLSL And the personal computer developed along with the trend of large capacity computer. In this era, fractal theory which is a method of describing the complex natural view, and ray tracing used in reflection and bending simulation were presented to set a genre of artistic expression in this multi-media era.

Even though the object of computer graphics can be viewed from the various positions, the characteristics of computer graphics from the creative point of view are as follow:

First, it is not limited by temporal dimension. The CG can visualize the object in the past and also bring the future back to the present, and then grafts it on the present together.

Second, it is not limited by spatial dimension. Space construction and moving action are not limited by the spatial dimension, It can represent not only a human cellular tissue but also the vast universe.

Third, the actors in CG are limitless. In the future, imaginary characters will appear as cyber-star indebted for computer graphics technique So, the restriction of casting actors will be ignored like a pig in the film 'Babe' and the Pepsiman of Pepsi Cola advertise.

The impact of computer graphics on advertising in Korea from 1986 to the recent years can be chronological summarized as follows:

1. Introduction Period of Computer Graphics(1985-1988)

As the high-tech computer graphic motion picture appeared to consumers, it opened a new type of visual genre in the field of advertising film industry. The rapid progress of visual advertising was motivated by 1986 Asian Games and 1988 Olympic Games. During this period, the first two computer graphic TV-CFs were introduced by Samsung Electronics and LG Electronics to get superior market position. These two TV-CFs showed consumers "what the computer graphic visual is". On the other hand, it was considered inhuman because it gave the feeling that human being was subordinated to modern technology. However, both two TV-CFs won the medals at the Clio AD exhibition. It became the momentum for Korean advertising film industry to progress toward

the level of developed country.

2. Settling Period of Computer Graphics(1988-1992)

In the mood of economic boom followed by the success of the Seoul Olympic Games, future oriented CFs and CFs with the sense of social responsibility began to appear. As the way of expressing computer graphics has been diversified, computer graphic advertising has been getting friendly, and the number of consumers exposed to computer graphic CF have increased. Also, designers began to apply computer graphics to several fields. Their concern was shifted from 'produce with computer' to 'what to produce with computer'. Effectiveness of computer graphics application made its position important in production process of advertising.

3. Diffusion Period of Computer Graphics(1993-1994)

In this period, the total amount of advertising expenditure exceeded one hundred billion won after holding Taejon Expo Korea and Korean consumers began to prefer indigenous Korean creatives in CG like the 'Turtle Ship' appeared in computer graphic advertising. Also, followed by the expansion of youth market, shocking visuals and languages were introduced to initiate a new pattern of CF culture. Development in computer technology made the visualization of animal and plant movements real in CF production. So, almost every object in advertising field was expressed by computer graphics

4. Hi-Tech Period in Computer Graphics(1995-)

This era needs a new turning point in creativity. Cold and heavy expression in computer graphics disappeared with the development in computer graphics technology. The expression is getting real and friendly to consumers. Mass culture is expressed through characters in computer graphics, and humorous factor in film is making advertising interesting. Along with those phenomena, various visual materials showing the human superiority rather than the perfectness of computer began to appear. These serial phenomena shows that the collapse of existing structure of visual advertise.

As I have reviewed, the computer graphic advertising is continuously developing. So to speak, advertising in CG introduction era gave a feeling of 'computer graphic advertising': advertising in settling era gave a feeling of 'produced by computer graphics': advertising in diffusion era gave a feeling of 'computer graphics used partially'. But, in Hi-tech era, it was developed not to give a feeling of 'computer graphics was used'.

In the name of 'Digital', visual production field has been danged a lot, and no one can deny the trend of multi-media coming with new media age. The visual advertising producers need to understand techniques in computer graphics, and also need a pratical mind to make the production process scientific, in order to survive in the rapidly developing environment.