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BTEC IT Unit 18 - Digital Animation and Effects
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LEARNING AIM, A - UNIT 18 DIGITAL ANIMATION AND EFFECTSA1 PURPOSE OF AND LEGAL REQUIREMENTS FOR DIGITAL ANIMATIONS AND EFFECTS
THE PURPOSE OF DIGITAL ANIMATIONS AND EFFECTS IS TO:
Convey information, messages, entertainment and meaning to an audience, including a target
market, customer, and/or user.
Conveying information by utilising digital animation can be done either directly or indirectly. Directly
is where an animation utilises words to convey information, whereas indirectly is when they use
action. Companies employ messages within digital animation in order to convey a persuasive message
for the users that they are targeting. and digital animation could help display that. Entertainment that
has meaning to an audience, in relation to digital animation could be a show or movie, in which the
production of the show aims to attract the audience by using digital animation, to enhance audience
experience, by making it more exciting to interact with. This could also relate to the target
audience/customers because companies will have a specific demographic in which they target their
movies/show/advertisements to. There are different types of entertainment ratings to classify what
different aged audiences can watch films/series, for example U (Universal), PG (Parental Guidance),
12 (Suitable for 12 years and over), 15+ (Suitable for only 15 years and over), 18+ (Suitable only for
adults). The meaning of these can vary across different regions.
Visualise, communicate, verify, and evaluate potential ideas, solutions, intentions, requirements,
and alternatives to an audience.
● Digital animation allows videos/films to visualise information by using images or diagrams to help
get a better understanding for a specific topic displayed. This could be done for specific
demographics. An example of visualizing digital animations is the COVID virus, in which the
government displays videos in the media on how the virus operates and describes the virus by
visualizing it through digital animation.
● Visualizing using digital animation can help when communicating dull or boring topics to the
intended audience because it allows the users to understand the topics that the companies
display without it being uninteresting.
● Digital animation allows users to have alternative options to understand what is being displayed,
as they could either receive a digital animation of what is intended to be said versus a written
version.
● Solutions in digital animation are relevant when fixing a problem. The intentions of creating digital
animations are to entertain or convey information to specific demographics so that when a
company creates the digital animation, they would have the specific user requirements that they
would put to use in the intended animation.
UNDERSTANDING RELEVANT LEGAL REQUIREMENTS IN RELATION TO DIGITAL ANIMATION
Defamation, E.G. Defamation Act 2013
Defamation is when a third party intends to purposely ruin someone’s reputation by claiming false
accusations about them and reporting it to the public. To combat this issue, the Defamation Act 2013
was introduced by the UK government. This law allows people to sue whoever makes false
accusations about them.
To explain this matter further, ‘Libel’ is a written form of defamation, where someone publishes
incorrect accusations about someone else to ruin their reputation. In relation to animation, a third
party could post graphics that could quote an accusation in a graphic animation that they publish with
the intention to ruin the other party’s reputation. ‘Slander’ is a spoken form of defamation, conveying
an accusation about someone to defame them. Another type of defamation is ‘fair comment’; this is
where someone comments on another without having any malicious intention but could affect the
person's reputation.
,Licensing requirements, E.G Performing Rights Society Mechanical-Copyright Protection Society
● The Performance Rights Society license is required when publishing a digital animation because if
a company is using copyrighted animations, then there needs to be an agreement with the
copyright holder and the publishing party so that they can publicly publish the digital animation
without repercussions.
● Mechanical-Copyright Protection is to do with the work of companies that reproduce CDs and
DVDs, which can be released without negative consequences. In return, mechanical royalties will
be paid out to the music producers or songwriters for a song so that it can be freely reproduced
into other formats like CDs and DVDs.
Copyright Designs and Patents Act 1998, E.G UK Copyright law, intellectual property, permission,
copyright infringement, copyright/royalty free, public domain.
The Copyright Designs and Patent Act 1998 gives the creator the right to copy, sell and adapt the
copies of their own work but this law also allows the creator to sell or transfer this right to another
person. Hence, the UK copyright law allows creators to protect the work they have created. If the
terms of the copyright law have not been fulfilled, then the charge for copyright infringement is about
6 months or a creator can be fined up to £50,000. For written, artistic and musical work, after the
author's death the copyright will last for 70 years.
Intellectual property permission is to give a person rights on their creation for a certain period. In
relation to animation, someone who creates an original animation will have full rights over their
creation.
Creative commons licenses - is a method used to manage copyright terms that are automatically
attached to material that is creative. It is a public license that allows creators to inform the public
what they are allowed and not allowed to do with the work they have created.
, KNOW TYPICAL APPLICATIONS FOR DIGITAL ANIMATIONS AND EFFECTS:
Digital animation can be defined as the use of animation techniques to develop 2D or 3D graphics for
users. In digital animation, there are several widely known uses/applications of digital media.
Advertising is an application form of digital media where companies use adverts to present their
products. When promoting their product or service, to get the user's attention, companies
incorporate digital animations or effects so that users can be engaged without having to process too
many words. An example of a company using digital graphics is Kellogg’s. They are well-known for
their cereal, such as Frosties, a cereal widely enjoyed amongst many children. Kellogg’s uses an
animated version of their famous mascot, Tony the Tiger, in their digital campaign adverts for this
cereal, to target the demographic. Cartoons is a popular medium used to catch the eyes of younger
children.
Film and television are an entertainment sector that uses digital graphics to make tv programs or
films that have storylines that need to use software to create objects that aren’t easy to replicate in
reality.
Music videos is a short film that integrates imagery and songs and are produced mostly by musicians.
In some instances, music videos use graphics to display the different emotions of a song. They can
also use graphics so that they have a higher user engagement as graphics bring more character to the
atmosphere in a music video.
Graphics in education is a beneficial tool used to maintain students' attention towards learning. A
popular example in the UK would be BBC Bitesize, which uses a lot of 2D graphics to describe and
explain topics in an easier and more enjoyable format, so that students can work more efficiently and
effectively.
Simulations are a type of software that are used to mimic real life operations.The benefit of using
simulation software is that it allows users to learn risky operations in a low-risk environment, until
they have acquired the appropriate level of experience.
Digital games are programs that use one or more players to play games using a digital device.
Examples of digital games are war games which display characters and other players that you are able
to play against. Digital games use digital graphics to create these animated characters and accessories
such as guns and shields so that the character can protect themselves from other characters that are
attacking. Animation that displays a high level of creative skill makes it more engaging for the users
and in turn, more commercially viable.
The impact of copyright laws on advertising companies demands that they not use a competitor’s
logo or trademark, or something very similar to it. The advantage being that it provides protection to
a company’s trademark/logo from illegal usage. The disadvantage for creators being that they have
to seek permission under the creative common licensing act to use any images or logo that is
copyrighted. An impact of the Defamation Act 2013 on advertising is that a company cannot compare
their company’s product with a competitor’s product to degrade their product and cause them
financial loss. The advantage being that companies are protected against unethical advertising
techniques and any undue financial loss.
The impact of the Defamation Act 2013 for film, television and music videos is that if a company
produces images or animations which falsely lower somebody’s reputation then that company would
be at risk of a lawsuit being filed against them under this act. The advantage of this law is that it allows
freedom of speech to be utilised in an ethical manner. However the disadvantage is that it doesn’t
protect people/companies from harmful truths being published about them. The impact of the
copyright law on film and television is that it is especially helpful in that any productions from this
platform do not automatically enter the public domain (as was the case previously), Another
advantage of having copyright law in film, television and music videos is that distributors and creators
have to ask for permission for 2D and 3D material before distributing or reusing any of these from
other creators, which means that the permission-holder can make money for providing that
permission. However, this also can be cited as a disadvantage for the body seeking that permission
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