In the master's thesis, we focused on animated photography or so called cinemagraph, which combines the art of static photography and moving images (video). The purpose of the research was to create a commercial photographic series of advertisements, static and animated forms, which through lifestyle photography shows the purpose and use of popular products of the company Nutrisslim d. o. o. In addition, we also wanted to gain a more detailed insight into the accuracy of the message transmission of both forms of created ads. The research work began with the study of the importance of commercial photography and the background to the development of cinemagraph. We examined the cinemagraphs created so far in various fields and focused on the design of an animated photographic series. Based on the design created, we used the camera, the Nikon D750, to capture the scenes and properly process them into animated, static ad formats in Adobe Photoshop CC. This was followed by testing, where we used eye movement tracking technology or so called eye tracker to obtain more detailed information on the detection of tests, and indirectly also on the effectiveness of message transmission. By analyzing the results obtained, we determined what is the first thing that the viewer notices in the static and animated ad format and which element they pay the most attention to. It turns out that animated details within static photography effectively influence the longer perception of promoted products, despite the fact that animation does not take place directly in their area.
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