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Unit 18: Digital Animation and Effects
Assignment 1 - Investigate the purpose and characteristics of digital animations
and effects that are an important part of communication
Introduction……………………………………………………………………………….…………………….………….…..…………..…..2
Purpose of digital effects and animations…………………………….………….……………….….…………………….……..2
Legal Implications……………………….………..……………………………………………………….…………….………….………..3
Defamation Act 2003 • Licensing • Copyright and patents Act 1998
Example of digital animation and effect uses in different industry sectors………………………..……….……..4
Movies Sector • Games Sector • Web and TV advertisement sector
Verdict………………….……………………..………………………………………………………………………………………………….11
References………….……………………..……………………………………………………………………………………..…………….12
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Introduction
As a junior animator in a small digital media studio, I have been asked to prepare a presentation on
the purpose and characteristics of digital animation. My presentation will be used in an introduction
to the subject for new graduates.
Purpose of digital effects and animations
To understand their purpose and effectively use them first we need to understand what digital
effects and animations are.
Digital animation (aka computer animation) is the process of
creating animated images, those are dynamic scenes which are
created with many images; each one slightly differing from the
previous, when plaid in rapid succession the visual illusion of
motion is created. This is simply because our eyes are unable to see
the individual images at high speed and our brain begins blending
them into what’s perceived as continuous motion. Animation is
used to invoke a feelings and stimulated emotions in the viewer,
and this is why different genres of animation exist which are
targeting different audiences. For example animations made in the genre of action are targeting
people who like the feeling of thrill and fast paced experiences. On the other hand if animations are
made to target people who like an unexpected twist in the plot, slow and beautiful building up of a
story then the genre of the animation would be romance. Similarly digital effects are added
according to the genre, for example rather than featuring explosion effects and drum sound in a
romance animation the director will choose a slow piano melody and maybe some kind of light pink
mist, etc…
This is because animation and effects are not created aimlessly, they are intended to communicate
and convey messages, ideas and feeling in a visual manner to the intended audience in combination
with digital effects the ‘effect; of the animation increases. Hence, watching an animation without the
audio can be very boring and watching the same animation with the audio the viewer will
experience much more.
Digital effects are added in various digital media products during
the post-production phase. Examples of digital effects would be,
explosions, morphing and audio effects. Effects are usually used
to increase the entertainment value of a product, this makes it
more likely to be enjoyed by the user and often times adds a
more ‘completed’ feel to a media product. For example a game
without audio would not be as interesting or engaging as a game
with sounds effects. Further, if the game doesn’t feature audio its users might think it is unfinished
product in alpha or beta version.
Digital animation and effects are used all around us on all platforms and on various media products
or sectors some of which are; Education, Music Videos, TV Idents, Simulations and Advertising. We
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can even see the use of digital animations when using our smartphones with effects such as fading
menus and animated download bars.
Legal Implications
Defamation Act 2003
This act is particularly applicable when it comes to digital media products including animation. This
act ensures that no one can make false defamatory claims about other individuals or companies. It is
designed to introduce clarity about free speech and free speech which can cause serious harm. The
director has to be very careful if using people from real life as characters in the game, they have to
be careful how they depict those people (role, behaviour, etc…)
Libel and Slander is publishing or saying something that affects the reputation
For example from a movie making perspective such as when contracting Amy Adams as Giselle in the
Disney Enchanted 2007 movie. Disney had to ensure to license their use of Amy Adams persona and
her look alike animated character embodiment, by signing contracts with her. Allowing them to use
her image in the lines of the character they are portraying in the film without being sued from her.
This type of contract usually permits only certain types of character use which should not be
defamatory or libellous or in any way damaging to the reputation of the real-life actor. For example
even though Amy Adams gives Disney a permission to a portray her character as a fairy who is nice
and gentle, she wouldn’t be okay for her character to be a serial killer who swears all the time.
Contracts are put in place to protect the actor from character exaggeration.
Because this would cast a doubt on her reputation and she might not get as many acting jobs in the
future including loss of sponsors, thus seriously damaging her career. If Disney goes off contract and
portrays Giselle as a bad character in the movie, then Amy Adams could sue them for large sums due
to damaging her reputation.
Licensing
This is quite important to ensure that all original content that
has a potential merchandising value is registered as owned by its
creators or company, this means that if anyone else wants to
legally use this licensed product they have to pay for a usage
license first. Using Disney’s Frozen 2013 movie, all companies
who wanted to make and sell plush toys of the main characters,
or sell cereal with the characters printed on the boxes had to
pay either royalties to Disney or to pay outright for a usage
license, otherwise Disney could legally claim ownership and compensation of the product that uses
their original designs. This is applicable for all aspect of digital animations, regardless if they are
applied in games, movies or advertisement.
Licensing applies both ways, meaning that if the director wants to use a licensed original piece of
work which belongs to another company they either have to pay for that license or use a free or
original alternative. Pieces of work which can be subject of licensing include soundtracks, character
and prop design as well as menu design, code, etc…
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