Primjena 3D projekcijskog mapiranja u marketinške svrhe

undergraduate thesis

• Author: Ivona Gudelj
• Mentor: Maja Strgar Kurečić (mentor)
• Committee member: Lidija Mandić (član povjerenstva)
• Committee member: Maja Strgar Kurečić (član povjerenstva)
• Committee member: Ante Poljičak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2018-9-21, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

U teorijskom dijelu rada obrađena je metoda projekcijskog mapiranja, njen razvoj kroz

povijest, suvremena primjena te procesi i alati za samu izradu. 3D projekcijsko

mapiranje se, kao novija umjetnička forma, oslanja na razvoj novih tehnologija koje

omogućavaju projiciranje na gotovo svakoj površini, predmetu pa i čovjeku. Cilj je

statične površine pretvoriti u interaktivan, iskrivljeni 3D zaslon i projiciranjem složenih

3D struktura, boja, objekata, animacija i glazbe postići efekt koji će utjecati na

percepciju i doživljaj gledatelja. Upravo ta komunikacija stvara puno jači dojam kod

potrošača od konvencionalnih oglasa koji komuniciraju na statičan i dvodimenzionalan

način. Eksperimentalni dio rada obuhvaća primjenu 3D projekcijskog mapiranja u

marketinške svrhe. Prikazan je proces izrade od početnog planiranja, načina korištenja

opreme te završne projekcije čiji su postupci izrade objašnjeni i prikazani u programu

Resolume Arena 5. Također, putem ankete utvrđeni su stavovi ispitanika o

projekcijskom mapiranju kao načinu oglašavanja u usporedbi s tradicionalnim načinima

oglašavanja.

Abstract (english)

The aim of the thesis is to explain the method of projection mapping, its history and

modern applications along with processes and tools for its production. 3D projection

mapping is the art of projecting onto various surfaces, objects and even humans. The

goal is to create the illusion of 3D art by projecting complex 3D structures, colors,

animations along with music and to achieve an effect that will affect viewers' perception

and experience. This kind of communication creates a much stronger impression on

consumers than conventional ads which communicate in a static and two-dimensional

way. The practical part of the thesis includes the application of projection mapping for

promotional purposes. The design process is presented; from initial planning, how to

use the required equipment to the final projection which process is shown and displayed

in program Resolume Arena 5. Furthermore, the attitudes of consumers about projection

mapping as an advertising method are shown through a survey.

• Keywords: 3D projekcijsko mapiranje; Resolume Arena; marketing; način oglašavanja
• Keywords (english): 3D projection mapping; Resolume Arena; marketing; advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:216:571012
• Study programme: Title: Printing technology, course Technical - technological; Course: Graphic technology; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-04-16 15:53:45