The master’s thesis examines the use of cut-out stop-motion animation as a tool for visual communication and cultural heritage promotion, using the Municipality of Vojnik as a case study. The purpose of the research is to explore the potential of cut-out stop-motion animation as a visual approach in municipal promotional communication and to assess how this technique can contribute to the development of visual identity, as well as the preservation and reinterpretation of local cultural heritage. Emphasis is placed on perceived authenticity and on enhancing the understanding of local identity compared to existing promotional materials.
The research is based on a combination of theoretical and empirical approaches. The theoretical part establishes a framework of visual communication, material practices, and the development and potential of cut-out stop-motion animation. In the practical part, an analysis of the municipality’s existing promotional materials was conducted, which served as the basis for developing an animated video concept incorporating elements of local cultural heritage, particularly the paper-cut motifs of the local artist Doroteja Hauser. As part of the production process, a custom multiplane camera was constructed, and the Dragonframe software was used to capture and control the animation. This was followed by the experimental production of the animation using the cut-out stop-motion technique and an evaluation of its impact via an online survey methodology, which included both open-ended and closed-ended questions. The results of the research indicate that, in comparison with existing promotional materials, animation stands out particularly in terms of visual quality, perceived authenticity, and overall visibility. Furthermore, it was found that a visual-narrative approach contributes to a better understanding of cultural heritage, while its influence on the sense of belonging also depends on the individual’s connection to the local environment.
The findings confirm that cut-out stop-motion animation represents an effective approach to contemporary visual communication, as it enables the development of more authentic, recognizable, and visually distinctive content. At the same time, the study opens possibilities for further research at the intersection of artistic practice, cultural heritage, and place branding.
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