A definition essay is the type of work that gives space for creating a comprehensive understanding of a notion that goes far ahead of its mere explanation. The writer provides the inner and outer connotation of the phenomenon to immerse readers into the linguistic and practical variety that the word could have if it is put in distinct environments and situations. In another way, the notion could have one direct meaning, but if envisioned from various perspectives, its perception could change. Therefore, definition essay implies the type of work that could give the most profound approach to the multiple faces of the phenomenon.
‘The Description of Three-Dimensional Computer Graphics’ Essay Sample
The concept of three-dimensional computer graphics is proposed to be defined in three ways that include 3D-simulation, 3D animation, and 3D-visualization in general. Three-dimensional graphics (3D or three dimensions) denotes a section of computer graphics that covers algorithms and software for operating objects in three-dimensional space, and the result of such programs. It is regularly used to create images in architectural rendering, cinematography, television, computer games, printed matter, science and, naturally, advertising.
It is worth to put the focus on explaining the definition of three-dimensional computer graphics through particular examples, namely, its application in interactive advertising around the world. The following should be highlighted as the main features of three-dimensional computer graphics that are most actively used in interactive advertising. First goes the creation of completely “drawn” scenes. Second, we should name the replacing of the background. Third, the process includes the creation of an environment. Forth, it is important to mention adding the actors, characters, or creatures. Then goes the actors and their actions replace; adding of an object into the frame; removing an item from a structure; dimming or illuminating images; changing speed; fixing problems and disadvantages encountered during shooting (for instance, removing a grid from a wig, changing the shape or color of the eyes). It also allows converting 2D video to 3D and creates winning captions, titles, logos, and variety of multimedia content.
Usually, three-dimensional elements complement or change scenes in interactive promotional materials, but they can also be used to create fully animated commercials based on computer graphics. Internationally, they are produced in collaboration with movie companies such as Pixar, DreamWorks, and Sony Animations. Based on the latest world achievements, the following types of external interactive advertising are identified: outdoor interactive advertising, interactive showcases (including virtual directories), interactive billboards, interactive mirrors, interactive flooring, interactive racks at the bar, interactive games and games without script, virtual drafts, showcase as canvas (art projects), holographic advertising, virtual 3D promoters, X3D-video (out of the screen). Among the technologies that are being used, it is important to highlight interactive 3D projections (Ground FX technology, Free Format Projection).
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The next is the fully represented examples of three-dimensional graphics definition through its applications in the sphere of interactive advertising:
- Interactive Showcases. Interactive showcases are one of the most promising trends in retailing, while windows decorated with the classical mannequins signify a relic of the past. At present, in the face of increasing competition, retailers have to fight for the buyer. Interactive showcases do not only have the benefits of external video screens but also enable passers-by to be engaged directly. The Wieden+Kennedy Advertising Agency once greeted London residents by creating an interactive installation that performed the Christmas hymn. The feature of interactive advertising was that it mimicked a whole choir with the help of the passers-by. The unique program recreated the faces of people as if they were part of a festive three-dimensional video.
- Virtual Catalog. It enables a visual showing of the store range and opens access to it, even if the shop itself is closed. For example, the Puma virtual catalog in Montreal runs by this principle. People can leave messages on the screen via the virtual keyboard.
- Interactive Games. The gaming ideas that establish an emotional contact with the viewer work well for the companies whose product offer does not suppose to design features but has more complex characteristics that cannot be displayed on the screen (such as taste or smell). In this case, the multi-dimensional graphics computer technology is also actively used. The recent examples included the Starbucks showcases that promoted the Tazo tea line (Ramsarran par.1). Passers-by were able to manage a small creature (hummingbird or butterfly) that has to go through many obstacles to find unique components for each of the new teas.
- Games without the Script. To force people to engage in a game, it is not necessary to come up with complicated moves. Sometimes, it is good enough to realize a simple idea. Therefore, “motion-sensors” in interactive windows can use the movement to open or display part of the image on the screens. In support of their company, Rocking Dots Diesel equipped a showcase of their main store in Copenhagen with such sensors, and passers-by waved with pleasure to open another piece of the performance of virtual rock musicians (“Diesel Interactive Storefront” par.1).
- A Showcase as a Canvas. The brands that seek to link their image with creative freedom refer to interactive solutions that allow passers-by to do small art projects. The colorful interactive showcase works fine on the promotional series of art and crafts master classes held in various museums. In addition to the information on the schedule of all events, it gives adults and children an opportunity to draw their hands directly on the glass, and then send the ready masterpiece by email.
- Interactive Billboards. It differs from interactive showcases by means of displaying graphic (animation) information and location. The duty of marketers remains the same – to make potential consumers at least to hold back and look at external media. One method to do this is to use 3D computer technologies and make billboards or online format interactive, thus providing consumers with the reason to stop and “get in touch” with the media (Mehrabi et al. 96). For example, there was an advertising medium set up in Japan to promote a reality show devoted to cooking. Every passerby could feel like a star since the screams and camera flashes began to work when people walked close enough. Thus, the development of means for the output of multidimensional computer graphics has made it possible to achieve extraordinary results.
- Interactive Mirrors are advertising media that have two modes: a highlighted poster and a mirror. Built-in motion sensors determine the distance between the surface and the person, and then change the look of the surface. Thus, when passers-by are approaching closer, they can see their reflection instead of an advert. As a rule, an interactive three-dimensional advertising image on the mirror comes up thanks to the instantaneous change in the attention of potential consumers.
- Sensitive Floor is a projection system created with modern digital and projection technologies. Interactive floors change the position of three-dimensional graphics depending on the movement of the person. The technology is based on the operation of projectors that respond to human action within the image being projected. Process management occurs automatically in a particular computer program. In fact, one can create a variety of high-end interactive effects with 3D graphics. The circles disperse under the feet, or the stellar trail stretches behind a human. These animation elements are often used in combination with slogans and logos. Interactive floors make consumers interact with them since movement under the feet drives attention and attracts to join the game simultaneously. A similar effect is achieved due to the innovations in computer animation, namely Ground FX technology that is an ultra-modern interactive projection. It was used in several supermarkets in Hollywood, and it turned the floor between the shop display shelves into the virtual seabed.
- 3D Projection is an innovative way of attracting attention by streaming an impressive video onto the surface or the facade of the building. 3D holographic projections are widely used in presentations, festive events, seminars, and in the opening of stores and introduction of product innovations (Chaudhari, Lakhani, and Deulkar 30). It embodies a very effective way of presenting a campaign that promotes goods and services.
- Interactive Racks at the bar are not commonly used carriers from the point of view of their location. However, they have extra options. In addition to the dynamic 3D design, interactive racks are accompanied by a Smart Menu. It means that, in addition to the entertainment, the racks carry out useful functions. The visitors can order a drink or musical support simply using the Smart Menu feature. Taking that for each client, there is an opportunity to write programs and algorithms under the order. Interactive barracks can be safely counted as internal advertising media that uses three-dimensional graphics.
- X3D-Video is a relatively new technology developed by X3D-Technologies Corporation (Relke, Klippstein, and Riemann par.1). It was first introduced in 2002 at the high tech conference in the United States. The three-dimensional technology allows the picture to go beyond the screen easily and then go back making an unforgettable experience for people passing by. Its main difference from simple 3D technology is the ability to perceive three-dimensional images without the use of additional means, such as special helmets or 3D glasses. Additionally, the realism of the image is available at a reasonably long distance. Due to the large viewing angle and spatial reproduction technology, the effect is noticeable at a distance of up to one hundred meters that is convenient for presenting goods and services at points of sale. In recent years, this ad technology has been improved dramatically. It is popular in Japan, China, France, Germany, and the USA. It is applied actively in supermarkets, clubs, and entertaining shopping centers. Moreover, advertising using X3D-video has spread in the field of computer technology and banking.
- Free Format Projection is another find of advertising innovations. This Japanese technology creates a sense of the presence of characters or other objects in real size due to the special processing of the image that is subsequently projected onto the surface. Here, the fantasy of the advertiser can be infinite: a virtual girl tries out clothes in the shop window; a huge bottle dances at the entrance to the entertainment center; a can strolls between rows in a supermarket. Nowadays, this technology has been already used by manufacturers of computer and home appliances, luxury clothing in Japan, the United States, and China.
- Holograms. In 2012, the French lingerie store L’Atelier Empreinte used a non-standard advertisement: a girl in underwear appeared in the shop window at the dark times of the day, then periodically disappeared and arose again (Macleod par.1). Holographic advertising looks very plausible and attracts the attention of the consumer.
- 3D-Visualization. There are no doubts that people remember things better when they are able not only see or hear, but also touch or make some manipulations. These properties are inherent to the advertising with interactive 3D-model since it represents a volumetric and realistic image of the advertised object.
Therefore, while defining three-dimensional computer graphics, it is possible to find out its boundless possibilities in a wide variety of media spheres. The most prominent examples of this technology application pertain to the realm of innovative advertising. The use of three-dimensional means has become particularly productive and justified from a marketing point of view. Often advertising requires the participation of a fictitious character, non-existent in reality and embodying the product. The computer graphics provides this feature. 3D simulation also allows viewing created objects from all sides, including from the inside. One can animate the things to one’s liking, acquainting the potential buyer with a product or service and letting him or her feel like the owner even before the purchase. It ensures a stable emotional contact that enables considering the three-dimensional computer technologies as a leading instrument in interactive advertising projects.
The present definition essay sample opens up a comprehensive explanation of the three-dimensional computer graphics phenomenon. The definition essay topic could be considered as strong one since it proposes numerous examples taken from real life. This piece of writing will make the student’s academic headache a completely disappeared matter when approaching this type of work.
Chaudhari, Aunsh, Keval Lakhani, and Khushali Deulkar. “Transforming the World Using Holograms.” International Journal of Computer Applications, 130.1 (2015).
“Diesel Interactive Storefront.” Accessed 31 December 2018. Great House Film (YouTube), 2009.
Macleod, Duncan. “Empreinte L’Atelier Lingerie Hologram.” The Inspiration Room, 2012.
Mehrabi, Mostafa, et al. “Making 3D Work: A Classification of Visual Depth Cues, 3D Display Technologies and Their Applications.” Proceedings of the Fourteenth Australasian User Interface Conference-Volume 139. Australian Computer Society, Inc., 2013.
Ramsarran, Renee. “The Starbucks Interactive Window Display Turns Heads.” Trend Hunter, 2011.
Relke, Ingo, Markus Klippstein, and Bernd Riemann. “Assessment and Improvement of the Stereo-Image Visualization on X3D Technologies 3D Displays.” Stereoscopic Displays and Virtual Reality Systems XI. Vol. 5291. International Society for Optics and Photonics, 2004.