1.0 Introduction
This is a proposal for the campaign project for the Handheld
Device Addiction. The researcher choose the issue of handheld device addiction
or also known as smartphone addiction and the target audience is teenagers. The
issues states that teenagers are spending way too much time facing their phones
even when they are on an outing with friends or family (Heather Chen, 2015).
Design is a language that has no barrier, any race or
religion can understand the design language. Design in other term is used as
visual communication, which is communication through visual means. How the
message is being sent though depends on the receiving end of the communication
as each person has a different take on the certain visual image. However a good
design will always send the correct message to whoever is looking at it. In
this project, the design language will be to send the message to the audience
without being too direct. Design in terms of theme or concept will help the
target audience understand what they will be expecting from the project and
also who is the project is for. Visual communication is important in every
project as it is the only thing that help the designer talk to the target
audience without him/her being there.
The idea is to create a movement called #shareaday on
instagram and other social media websites that allows the teenagers to
participate in an activity that uses both their phones and human interactivity.
This proposal is to create an animation that supports the movement for the campaign
by creating an advert type motion graphics that introduces and explain the
campaign to the people. The main objective of the animation will be to tell
people of the campaign, what is it about? How do they participate? What do they
need to do? All of these question are to be answered in the motion graphics
itself.
2.0 Aims
and Objectives
Aim: To introduce
the campaign to the target audience using advert motion graphics
Objectives:
1.
To research about handheld device addiction and
animation technique
2.
To analyze handheld device addiction on
teenagers and animation technique to use in this campaign
3.
To apply handheld device addiction on teenagers
into animation to give people an awareness
3.0 Methods
3.1 Research
In
order to make the animation, one have to understand the animation issue which
is handheld device addiction. Therefore a research must be conducted on the
keywords handheld devices and addiction.
What is
Smartphone?
A smartphone is a cellular phone with a computer integrated
within and have features that originally was not included in a cellphone such
as an operating system, web browsing and the ability to run software
applications on the cellphone (R. Margaret, 2007).
What is Addiction?
It is defined as having no control over the actions like doing,
consuming or using to the point where it becomes harmful to you. Addiction can
occur in many forms like alcohol, gambling even working and shopping. When not
able to get the addicted subject a form of withdrawal syndrome on the addicted
person making him feeling uneasy (NHS, 2015). Habits can turn into addiction
without the person noticing as there is a slight difference between habit and
addiction, habit is done by choice and can be stopped at any time if the person
chooses to, and addiction on the other hand is consist of psychological and
physical component, the person under the effect of addiction is unable to
control their action towards the object of addiction (N. Christion, 2009).
Asia’s smartphone
addiction
A writer in BBC by name of Heather Chen wrote on an article
on Asia’s smartphone addiction. In about 1000 students in South Korea were
tested in a survey, out of 72% of them were aged 11-12 and owns a smartphone.
They spend an average of 5.4 hours on them daily and were considered to be addicted
to the device. The study were said to be later revealed in 2016 and also stress
is an important factor that increases the chance of one getting addicted (C.
Heather, 2015)
Texting While
Walking Accident (Video)
ABC News
did a report in 2012 for people that are walking with their face or eyes on
something else which results in accidents where people bump on each other or
worst vehicles. It made a town in the US wanted to enforce a law that will fine
people for walking on the streets with their phones in the hand under
Jaywalking. A survey was testing by Western Washington University where they
send a clown into the campus and only ¼ of the students walking noticed the
clown (ABC News, 2012)
Look Up (Video)
A filmmaker by the name Gary Turk who launched a viral video
called “Look Up”. In the video he show and state the issue that is going on but
no one seems to notice which is how much we have become a loner with all the
social networking and instant messaging. How we all think we have 450 friends
on Facebook but not more than 30 have we actually met. How we stopped going out
to play in the play with other kids but now stay home watching or playing an
iPad, how even a family sits together in the living room but not one word is
uttered among them. He showed the effect of handheld devices has done to us in
a 4:59 video. In the end, he ask us to put down our phone and live life the
right way. (T. Gary, 2014)
3.2 Experimentation
Before
the selection on concepts and themes, I have to do an experimentation on
animation techniques to use in the animation itself. These experimentation is
to have a general idea on how to execute the techniques and see if it is
applicable in the animation for the final project.
3.2.1 Cut Out
experimentation
The
first experimentation is using paper cut outs, however instead of using the
traditional way I used a digital method of that technique. A famous animation
uses this technique as well “South Park”
Initial
sketch of the cut out experiment of the character design, which then was
scanned into digital form and cut into pieces using Adobe Photoshop. And import
into Adobe After-Effect and animated from there.
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3.2.2 Flash 2D
experimentation
The
next experimentation is 2D animation using Flash program which is done frame by
frame unlike the cut out experimentation where the parts are move post to post
through time frames.
Fig.1
Fig.2
Fig.3
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