CHAPTER II

LITERATURE REVIEW

2.1 Literature Review

In a research entitled “Effectiveness of use of Animation in Advertising: A

Literature Review” (Goel & Upadhyay, 2017), in order to make their ads more

appealing, attractive and distinctive, advertising agencies uses animation in

advertisements. Animation is widely used due to its appeal and capability to attract

large audiences because it is no longer limited to only children, but rather it has

become more popular among adults. Concepts and ideas that are hard to convey

through words can be easier to grasp through animation, and in many cases cheaper

and better than live photography, such as showing how a product works, showing

things to big or too small to photograph or an anatomy of a product.

In a research entitled “The Importance Of Animation As a Visual Method

In Advertising” (Sharma, 2016), it said that animation was used by companies to

create advertisements because animation’s unique, trendy, eye-catching, and less

tedious compared to make when compared with filming real human beings. The

animation method also has the advantage of creating visuals only limited to our

imagination and are not restricted by the limited possibility when advertisements

are created by a camera crew. The journal also discussed about how animation in

advertisements affect every age group in promoting a new products and was more

effective at advertising to every age group when compared to one’s filmed using

celebrity or other individuals.

6 Universitas Internasional Batam

Owen Tan. The Development and Implementation of a 2D Animation Advertisement for PT. Fumiyama Indonesia.
UIB Repository©2019
 Based on a research entitled “Is animation effective for advertising

offensive products? Insights from an internet advertising experiment”

(Rakrachakarn & Moschis, 2015), animation has been used to enhance viewers’

response in memory, recall, attitudes, and actions. An individual is easily drawn in

to advertisements with distinctive or unusual execution, the research also mentioned

that several studies has provided evidence to support the positive effects of the use

of animation with audiences’ attention. The research also suggests that

advertisement using animation result in a favorable attitude towards the ad, the

brand, and the purchase intention.

A research entitled “Iklan Media Promosi UNISI Berbasis Animasi 2

Dimensi”(Nuriman & Yuli Prasetyo, 2017) produced a 2 dimensional animation

advertisement with a goal to inform and promote people about the qualities of

UNISI. The adverisement was produced using After Effects, Adobe Premiere, and

Adobe Illustrator. The research results in a promotional media to be used by UNISI

that was more effective than using pamphlets and billboards as their promotional

media.

A research entitled “Pembuatan Iklan Animasi 2D Produk Gula Semut

untuk Koperasi Serba Usaha Jatirog, Kulon Progo”(Toil & Purwanto, 2015),

produced a 2 dimensional advertisement to be used as a promotional video of Gula

Semut for Koperasi Serba Usaha. The advertisement was made using Adobe Flash

CS4, Adobe Premiere Pro CS4, Adobe Audition 1.5, Adobe Illustrator CS4, and

Adobe Photoshop CS4. There are three steps in the production process, which is the

pre-production, production, and post production process. The methods used to

gather data in this research was the observation method, interview method, and

Universitas Internasional Batam

Owen Tan. The Development and Implementation of a 2D Animation Advertisement for PT. Fumiyama Indonesia.
UIB Repository©2019
literature review. The research results in a 30 second advertisement for Koperasi

Serba Usaha.

In a research entitled “Pembuatan Film Animasi 2D yang Berjudul Empat

Monster pada Komunitas Multimedia Amikom Surakarta”(Putra & Purwanto,

2015), the researchers produced a 2 dimensional animation film titled “Empat

Monster”. The animation was produced through 3 production steps, which are, the

pre-production, production, and post-production phase. The methods used for

gathering data in the making of this project are, observation, interview, and

literature review. Table 1 shows literature works the writer drew inspirations from

in the process of working on this project

Table 1 Literature review

Author Year Remarks

Goel & Upadhyay 2017 Animation makes advertisements
more distinctive and appealing, and in
many cases better at showing how a
product works and its anatomy than
live photography.
Sharma 2016 Animation in advertisements has the
advantage of creating visuals limited
to imaginations, and is effective at
promoting products to every age group
Rakrachakarn & Moschis 2015 Animation is used to enhance viewer’s
response in memory because people
are easily drawn to advertisements
with distinctive and unusual
executions
Nuriman & Yuli Prasetyo 2017 The creation of a promotional media
for UNISI in a form of a 2-
Dimensional Animation.
Toil & Purwanto 2015 Methods used to gather data was
observation, interview, and literature
review
Putra & Purwanto 2015 The production phases in the making
of the project are the pre-production,
production, and post-production
phase.

Universitas Internasional Batam

Owen Tan. The Development and Implementation of a 2D Animation Advertisement for PT. Fumiyama Indonesia.
UIB Repository©2019
 Based upon the research done by the writer as listed above, animation is an

effective form of advertisement to hook people’s attention as stated by (Sharma,

2016) and (Rakrachakarn & Moschis, 2015) and its advantage of conveying how a

product works better than other methods (Goel & Upadhyay, 2017), thus the writer

will be producing a 2 dimensional advertisement similar to the research done by

(Nuriman & Yuli Prasetyo, 2017). The data gathering method used for this project

are observation, interview and literature review (Toil & Purwanto, 2015).The

process of making the project would follow the 3 production phases, which are the

pre-production, production, post-production used by (Putra & Purwanto, 2015).

2.2 Theoretical Framework

The theoretical framework is a collection of definitions and concepts that is

structured systematically that can hold or support a theory in a research study. The

theoretical framework introduces and describes the theory that explains why the

research problem of the study exists.

2.2.1 Multimedia

Multimedia is a form of media that combines two or more aspects of a type

of media such as text, graphics, image, picture, photo, audio, and animation in an

integrated structure (Darmawan, Setiawati, Supriadie, & Alinawati, 2017).

On a research done (Purwanto & Hanief, 2016), multimedia could be split

into several elements, the following are the aforementioned elements:

Universitas Internasional Batam

Owen Tan. The Development and Implementation of a 2D Animation Advertisement for PT. Fumiyama Indonesia.
UIB Repository©2019
1. Text

Text is a form of multimedia data that is the easiest to store and manipulate,

text can be used to form words, letters, or naration on a multimedia that

provides language or audio, the text is used as a visual medium to convey a

verbal sentences. Text has a variety of shapes and sizes.

2. Image or graphic

Graphic is one of the visual based medium, all 2 dimensional images are

considered a graphic, and even if an image is rendered in 3 dimension or

3D, it is still shown in a 2 dimensional medium such as a monitor or a

television, Graphics could convey an image of reality in an iconic shape,

examples of this are digital photographs and paintings which are stills in a

2 dimensional space, next is the moving 2 dimensional image or animation

that uses size and resolution, similar to the stills mentioned before. Images

can convey and present complex data in a consise way.

3. Audio

Audio is a sound based medium which can be conveyed through the use of

our ears to detect soundwaves, and could be split into 3 categories, which

are narations or sound produced by the mouth, music, which are produced

by music instruments such as the guitar or piano, and lastly is sound effects

which are the most common things we hear as its the sound produced by the

environments around us such as footsteps, and water drops.

Universitas Internasional Batam

Owen Tan. The Development and Implementation of a 2D Animation Advertisement for PT. Fumiyama Indonesia.
UIB Repository©2019
4. Animation

Animation is the use of displaying a series of multiple images to convey

movements (A. Sanjaya, Suyanto, & Sukoco, 2016), there are several types

of animation, the first being a stop motion animation, which utilizes a series

of still photographs to convey movement through its continuous change of

photographs, the second type of animation was the 2 dimensional animation,

which uses 2 dimensional images to form a sequence to convey movement,

and commonly used a series of drawings, lastly there’s 3 dimensional

animation which uses the 3 dimensional space to move its object in the

frame.

5. Video

Video is a combination of the previously mentioned elements of multimedia

by using the methods used in animation to move a set of photographs

contiunously alongside other elements such as audio and text. Video can be

divided into 2 categories (Sutrisno & Ahmadi, 2014), which are :

a. Analog video

Analog videos are made from electric signals or analog signals that is

being recorded by the camera and was spread through sound waves.

b. Digital video

Analog videos was created from moving visual images in digital data

that sets a series of dots through the use of values 0 representing the

minimum value, and 1 representing the maximum value.

Universitas Internasional Batam

Owen Tan. The Development and Implementation of a 2D Animation Advertisement for PT. Fumiyama Indonesia.
UIB Repository©2019
 According to Aminah, (2018) Multimedia can be split into 5 types, which

are:

1. Linear multimedia

Linear multimedia are a type of multimedia that does not have any form of

controller or a tool that could be operated by the user, linear multimedia

operates sequentially. An example of this type of media includes video,

animation and music.

2. Interactive multimedia

Interactive multimedia are a type of multimedia that is equipped with a tool

or controller to be operated by the user, and thus giving the user the option

on how to proceed through the process, one of the prime example of this

type of media is video games.

3. Hyperactive multimedia

Hyperactive multimedia has a structure with linked elements that users

would be redirected through with a link with the existing elements,

examples of this includes, the world wide web, web sites, mobile banking,

and online games.

4. Educational Multimedia

Multimedia that is used to assist teachers in presenting study materials to

students and doesn’t replace a teacher altogether, an example of this is

Microsoft Powerpoint.

Universitas Internasional Batam

Owen Tan. The Development and Implementation of a 2D Animation Advertisement for PT. Fumiyama Indonesia.
UIB Repository©2019
5. Hypermedia

This type of multimedia is a sorted document consisting of text, audio, and

visual information that is stored inside a computer, example of this is the

link located inside the web.

According to Aminah, (2018), multimedia has the ability to accomodate a

large variety of usage and field of work, which are :

1. The field of health

Multimedia plays a role in this field in creating health facility systems that

promotes health research and services through websites.

2. The field of marketing

Multimedia is used in presenting or promoting a product in a way that is

appealing, attractive and distinctive, such as advertising with animation.

3. The field of education

Multimedia plays a role in visualizing study subjects that are hard to convey

through words or conventional ways. Some good examples of this are

educational animations.

4. The field of filmmaking

Multimedia is used in the creation of animated films, and use of animations

inside conventional films.

5. The field of entertainment

Multimedia is used in this field to create programs such as video games to

entertain people.

Universitas Internasional Batam

Owen Tan. The Development and Implementation of a 2D Animation Advertisement for PT. Fumiyama Indonesia.
UIB Repository©2019
2.2.2 Advertisement Video

Advertisement is a marketing technique used as a method of public

communication about products and services, designed to inform people and

persuade people to do actions desired by advertiser, such as buying their products.

Advertisements can come in many forms, such as traditional advertising such such

as billboards and newspaper advertisements, which due to the emergence of digital

advertising such as digital video advertisements, has been slowly decreasing

(Todor, 2016), and it is all because of the several reason, some of which are:

1. Cost efficiency

Traditional marketing requires much more resource and cost compared to

digital marketing

2. Infinite audience

Digital marketing is able to reach much more markets compared to

traditional marketing

3. Duration

Online information can remain permanently available on the internet.

According to (Nuriman & Yuli Prasetyo, 2017). advertisement is a form of

marketing that promotes an idea, goods or services sponsored by someone that

required costs. Their research also shown that an implementation of a video

advertisement for the promotion of UNISI has proven to be effective, especially in

the surge of social media. And the individuals doesn’t only include corporations,

but also museums, professionals, and organizations that promotes their ideas and

causes to the people (Toil & Purwanto, 2015). One examples of this was a research

done by

Universitas Internasional Batam

Owen Tan. The Development and Implementation of a 2D Animation Advertisement for PT. Fumiyama Indonesia.
UIB Repository©2019
2.2.3 Animation

The word animation stems from the latin verb animare ( meaning “give life

to”)used to describe moving images in the 20th century, and becomes an attractive

form of audiovisual expression to convey stories and ideas, by combining images

and sound (Esmerado, 2018). Animation is a process in which a series of images

are manipulated to create the illusion of movement by changing the image

continuously (Fujita & Saito, 2017). According to (Xiong, 2017), there are 3

categories of animation, which are:

1. Stop-motion Animation

Stop motion animation is a technique of animation where static objects are

given new liveliness through frame shooting, the use of real material

increases its originality, the stop motion technique is a re-description of art

and a reprocess of art.

2. 2D Hand-drawn Animation Form

Hand drawn animation can be categorized as a traditional animation, hand

drawn animation was first done in 1906. Because of its unique colorful

personal expression, the hand drawn animation is loved by many audiences,

and could mobilize subtle psychological sense of the audience in many

ways. 2D hand drawn animation these days generally referred to the hand

drawn animation inside of a 2D animation software, in which frames of the

animation are created through camera, scanner, or computer software

synthesis.

Universitas Internasional Batam

Owen Tan. The Development and Implementation of a 2D Animation Advertisement for PT. Fumiyama Indonesia.
UIB Repository©2019
3. 3D Computer Animation Form

3D animation was a type of animation made inside a computer with 3D

graphics capability in order to create 3D imagery in a 3D environment,

requiring a diffrent approach than the traditional 2D animation.The first 3D

animated film was Toy Story in 1994, 3D animation becomes better which

the developments in computer graphics.

According to (Tsai & Tenri Elle Hapsari, 2015) there are 12 principles in

animation, which are:

1. Squash and Stretch

The squash and stretch principle is important as its done to convey a sense

of weight and rigidity of an object being drawn by distorting the object’s

shape during an action and exaggerated to create a comical effect. This

technique leads to making the animation looking more realistic.

2. Timing

Timing refers to the spacing action, or the number of frames required for a

certain action, this affects the speed of the animation result, timing is

important in conveying a character’s mood and movement.

3. Anticipation

Anticipation refers to an action in the animation as a preparation for the next

action to happen, such as crouching before making a jump, this makes an

animation to appear more realistic.

Universitas Internasional Batam

Owen Tan. The Development and Implementation of a 2D Animation Advertisement for PT. Fumiyama Indonesia.
UIB Repository©2019
4. Staging

Staging is a principle in which its purpose was to direct audience’s attention

to a certain part of the screen and make it clear which part is the greatest

importance in the scene.

5. Follow through and overlapping action

This principle is often desribed as drag. This technique refers to a

termination of an action and establishing relationship with the next action.

This technique makes a part of a body doesn’t immediately stop after an

action has ended, and makes a more fluid an realistic animation.

6. Straight ahead action and pose-to-pose action

This principle refers to how an animation is animated, sometimes an

animation is done by doing straight ahead action, or immediately drawing

one frame to the next, while pose-to-pose action refers to the first frame

and the last frame of an animation being drawn first and fill in the missing

frames later on. Pose-to-pose animation was better in making a consistent

animation, but straight ahead was better in making unpredictable animation.

7. Slow in and out

This principle refers to giving a time for an animation to slow itself in and

out when moving inside the animation, this creates a much more humanlike

motion and to achieve subtle timing and movement, without applying this

principle an animation would feel very mechanical in its movement.

Universitas Internasional Batam

Owen Tan. The Development and Implementation of a 2D Animation Advertisement for PT. Fumiyama Indonesia.
UIB Repository©2019
8. Arcs

This principle refers to a visual path of an action to follow an arch trajectory,

this principle was done in order to create better realism, and can be applied

to actions such as throwing an object in the air that moves in an arc to

simulate realistic movement.

9. Exaggeration

This principle refers to applying exaggerations to movements in an

animation and accentuating the actions, this method makes an animation

more convincing to the viewers.If a character is sad, make him sadder; if he

is bright, make him shine; worried, make him fret; wild, make him franctic.

10. Secondary Action

Secondary action is an action that results directly from another action.

Secondary actions are important in heightening interest and adding a

realistic complexity to the animation. A secondary action is always kept

subordinate to the primary action.

11. Solid Drawing

This principle encourages animators to be mindful of the fact that while

forms may be presented in 2D, they should thrive to make the animation

look as close as possible to 3D.

12. Appeal

An animated character has to have an appeal to them. This includes an easy

to read design, clear drawing and personality development that wil capture

and involve the audience’s interest.

Universitas Internasional Batam

Owen Tan. The Development and Implementation of a 2D Animation Advertisement for PT. Fumiyama Indonesia.
UIB Repository©2019
2.3 Tools Usage

2.3.1 Graphics Tablet

The graphics tablet is a computer input device that can be described as a

scaled up trackpad, that enables the user to input hand drawn images and hand

strokes into the computer screen through a pen stylus(Stephens, 2018), this tool was

often used by digital artists to create drawings and animations. The graphics tablet

we are going to use is a HUION 1060 Plus, which is a wired graphics tablet using

a pen stylus, the following are the specifications of the graphics tablet:

Dimensions : 360 x 240 x 10 mm

Resolution : 5080 Line Per Inch
Report Rate : 233 RPS
Function keys : 16 function keys

2.3.2 Adobe After Effects

Adobe After Effects is a digital visual effects, motion graphics, and

compositing application developed by Adobe Systems and was typically used in the

post production process of a film. This software has been used a lot by motion

graphics artist to create motion graphics. According to (Meyer & Meyer, 2016)

After Effects has several features that makes it popular among visual effects

designer and video editors, one of it being its flexible workflow and its sandbox-

like approach in its workspace, thus allowing its users to experiment in creating and

editing their video. And as a tool it was used to create dynamic movements in the

texts of the project.

2.3.3 Adobe Photoshop

Adobe Photoshop is a raster graphic based image editor developed by

Adobe. It has the capabilites of editing, composing, and manipulating raster images

in multple layers and masks with several other features such as tools for color

Universitas Internasional Batam

Owen Tan. The Development and Implementation of a 2D Animation Advertisement for PT. Fumiyama Indonesia.
UIB Repository©2019
correction, layer manipulation and filters.This software was typically used by

photographers to edit photographs and manipulate images, but this software was

also used by digital artists to draw and paint drawings due to the flexibility it

software offers (DiVerdi, 2015). Some of which are its extensive brush sets and

options, the layer manipulation and management, enabling more flexible work

environment in the design process, and its pen and selection tool enables saves a lot

of time in the coloring process. And as a tool it is used to create the video’s objects

and backgrounds.

2.3.4 Adobe Animate

Adobe Flash is a multimedia software used to create animations, desktop

application, and web application developed by Adobe. Flash was commonly used

to create animations. Flash was later rebranded into Adobe Animate in 2015, but

still retrieve the same features as its predecessor.

According to Sanjaya, (2016), Adobe Flash was a vector based animation

program, thus making the projects made inside this software scalable, and would

create flexibility in the process of making animations. The writer would be using

Adobe Animate, to create animations for the advertisement. And as a tool it was

used to create hand drawn object movements in the animation.

Universitas Internasional Batam

Owen Tan. The Development and Implementation of a 2D Animation Advertisement for PT. Fumiyama Indonesia.
UIB Repository©2019