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Animated Online Advertisement

Investigating the Impact of Different Shading Styles on Recognition

Written by F. Grendler, N. Wallenskog

Paper category

Bachelor Thesis

Subject

Computer Science

Year

2020

Abstract

Thesis: Creating advertisements Two kinds of grids were used in the experiment, one was made by the author from scratch. The other grid was downloaded from a web page with 3Dmodels [1], which has a royalty-free license. Both meshes were assembled and weighted for animation in Autodesk Maya 20171. Since limiting the recognition factor is the key in this experiment, the two colorings on each grid are deliberately chosen to keep the same animation. This results in an animation for each grid, which is used for the two shadows in the ad. After completing the animation and texturing of the two meshes in Maya, export them together with the Mayas .fbx exporter and import them into Unreal Engine 42. Later, two additional grids were downloaded from [1] to create simulated ads for investigation. 3.1.1 Set up and record animation In Unreal Engine, a scene is set up to display grid animation. When creating this scene, the purpose is to have a background that does not take attention away from the animation grid. When watching the clip, I noticed that the game has a blue tint, so I chose a light blue background, as shown in Figure 3.1. The theme in the ad was recorded twice with different types of shadows. The first shadow used is the standard shadow provided by Unreal Engine. In Unreal Engine, materials have an option called Shading Model. The shading model controls how the material reflects incident light. This means that it determines how the input data of the material is used to create the final appearance. It also has an option called Material Domain. Certain material properties are only available in certain domains. An example is vertex normals that are only valid on the surface. The shading model of the standard shading is Default Lit, and the option of the material domain is Surface. This allows the material to access certain parameters. Available and used parameters are Base Color, Metallic, Specular, Normal, and Roughness. Metallic, Specular, and Roughness are all set to default values. This means that the material will not behave like metal, because the default value of Metallic is 0. The default value of Roughness and Specular is 0.5. Another shade used is the cartoon shade. Cartoon shading (also known as cel shading) is achieved by implementing a post-processing effect that adds black outlines on the mesh. Post-processing is usually used for 3D rendering. Before rendering to the display, the scene is first rendered to a buffer in the video card's memory. To achieve cartoon shading in Unreal Engine, you need to create a new material in the material domain category and change it from surface to post-processing. This allows the material to access the G buffer in the Unreal Engine rendering pipeline. In the deferred rendering or deferred shading pipeline, the scene is rendered twice. The geometry information is stored in the G buffer in the first pass, and then used in the second pass. 3.1.2 Completing the advertisement For most companies, an animated short film is a commercial advertisement for a specific product. This usually ends with a brand logo to show consumers which brand sells the product. Since this has become an industry standard, this experiment attempts to imitate the formula. Therefore, the brand logo was created in AdobePhotoshop4. A total of eight different brand identities were created, four of which were used after the animation and four were used as mock brand identities in the survey. When creating brand logos, we deliberately chose to keep all logos in grayscale to reduce identification variables. This can be seen in Figure 3.3, where the top four logos are the logos used in the clip, and the bottom four logos are used as mock logos in the survey. The two previously created animations with two shadows are each assigned one of the four brand logos. Four ads are now complete, the animation plays for four seconds, and then a brand logo appears for four seconds. The only thing missing now is the gameplay in which ads are placed. 3.2 Creating a clip In order to test the research question, I decided to use the gameplay of Borderlands 2. This is because the artistic style of the game is similar to cartoon shadows. The ads created are designed to mimic the industry standards of streaming media services. A five-minute clip of the gameplay of Borderlands 2 was recorded using OBS Open Broadcaster Software. The selected gameplay is the normal gameplay of Borderlands 2. Players bring out several enemy camps to simulate streaming media advertisements and enter the editing at 1:00, 2:00, 3:00 and 4:00 minutes. The order of the advertisement is determined as every other cartoon shade and every other standard shade advertisement. In order to collect valid data, a book was used, written by Cunningham et al. [6]. In this book, the author describes something called "sequence effect", where the definition is "sequence effect refers to the differences in the responses of study participants, and these differences are determined by the order in which experimental materials are shown to them (for example, First, second, third) caused by.". The problem with the order effect in this experiment is that the order in which advertisements are presented may affect the results of the survey. In order to eliminate the order effect in this experiment, we created two different clips in which the order of the ads was swapped. All editing of the editing is done in Lightworks System Software5. Now that both clips have finished advertising, the experiment can begin. 3.3 Ethical investigation Since the experiment was conducted on human participants, an internal ethical investigation was carried out. Several factors were considered in the investigation. The design of the clip minimizes the risk of seizures. Read Less