The object of the research is the digital components of modern visual communication: dynamic 3D graphics in the post-program content (advertising of products and services, promotional programs and ID-sets of TV channels, announcements, on-air design) on the Ukrainian TV (TV channels "1+1", "Inter", "Ukraine"). Purpose of work is research of features of functioning of digital components of dynamic 3D graphics and interactivity in particular as means of advertising in modern visual communication.
The methodology is based on a comprehensive approach, allows you to study 3D-graphics in advertising and promotional videos. Historical, logical and theoretical and empirical methods - induction, deduction, analogy, comparison - were used to determine the main objectives and research tools of the indicated problem. In particular, the method of systematization was applied for ordering the existing scientific-theoretical material; the methods of classification, analogy and comparison - for the author's classification of 3D advertising types; the method of formal and figurative-stylistic analysis - to establish the indicators of dynamic 3D-graphics, the method of formal and figurative-stylistic analysis - to establish the indicators of dynamic 3D-graphics, Documentary information analysis and expert survey to determine the experience and trends in the use of dynamic 3D-graphics in the domestic media-design, Content monitoring and graphic-analytical method to monitor the advertising on the selected TV channels and online archives of advertising agencies and to visualize the research results. For image analysis (identification of 3D on video frames) histogram method and method of saturation and contour magnitude analysis (T. Yaneva and A. Vries) as well as ELA method (N. Kravets) were used.
Theoretical significance of the study consists in the fact that it gives a holistic, scientifically validated idea about the features of functioning or use of dynamic 3D-graphics in direct advertising and promotional videos on television as a means of visual communication of brands. The used methodology can be applied as a basic model for studying other elements of design and advertising, as well as for monitoring other TV channels and advertising agencies. The practical significance of the results consists in the possibility of using the results for further research in this direction, in particular for curriculum development and as methodological support for the disciplines "Television Design", "Multimedia Production", "Computer Graphics", "Graphic Design", "Design of electronic media", "PR and Advertising", etc. Also, the results of the study can be used by specialists to improve their practice. The study can improve the professional level and creative potential of the industry representatives.
Scientific novelty of the results determined by the object and subject of study. For the first time, an attempt was made to comprehensively study and analyze the complex problem of using 3D graphics as a means of television advertising. Theoretical and methodological principles are determined, the current state is analyzed, development prospects are considered. The author's classification of 3D-advertising and animated TV commercials is offered. 3D-graphics as a factor influencing the level of Ukrainian advertising TV design on the basis of the analysis of successes in the corresponding international and all-Ukrainian festivals is investigated. Indicators for identification of 3D-graphics in TV advertising are offered. Monitorings were carried out to determine the quantitative ratio of the use of computer animation with features of 3D graphics in the interprogram blocks of TV channels "1+1", "Inter", "Ukraine" during 2015-2019 and in commercials of advertising agencies of Ukraine. The experience of using dynamic 3D-graphics in commercials and promos on Ukrainian TV channels is generalized.
