The Problem and Subject of Split-Screen Expression in TVCM: Based on Analysis of Domestic Televising Works

WAKIYAMA Shinji

doi:10.15017/2794886

Bibliographic Information

Other Title

TVCMにおけるスプリット・スクリーン表現の問題点と課題 : 国内の放映作品の分析をとおして
TVCM ニオケルスプリットスクリーンヒョウゲンノモンダイテントカダイコクナイノホウエイサクヒンノブンセキオトオシテ

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Description

There is a method of dividing a screen into the expression technique of TVCM and showing it two or more images simultaneously. It is the so-called "Split-Screen." It is used for looking forward to the trial of graphic design with emphasis of the goods characteristic, extension of an image, a figurative expression, and so on. For the background according to which a split screen is introduced into TVCM, social and technical backgrounds, such as increase of the amount of information, improvement in the speed of action or thinking, and enlargement of the accuracy of a television set, can be considered. Furthermore, restrictions of the time given to TVCM and demands from a sponsor are also one of the reasons. Moreover it is also a fact that the environment of the work which can perform screen division and composition easily has been improved. However, a "Split-Screen" must not cause a audience's visual confusion, and it must carry out usage　which considered the message and expressional adjustment, and the suitable effect of communication of TVCM.

Journal

芸術工学研究

芸術工学研究 7 1-16, 2007-03-30

Faculty of Design, Kyushu University