WEEK9

-> 2023 Dec 11

Online writing support

Today, I discussed with the tutor from language development. He gave me some advice for improving my paper.

• Restructure the whole paper because it is a short essay that will not cover all the research.
• Better to narrow down the topic title. Just keep it simple and direct.
• For the abstract, he said we don’t need to include it. However, we still need to write about 50 words to give the audience a general idea of our paper. (confirmed by our tutor!)
• For 1500 words limitation, he suggested that I write directly about the topic without too much introduction of the history and background.
• We can add our study purpose to the introduction but keep it as simple as possible.

The Q&A time in class:

• It is for 1500 words, excluding the abstract, table of contents, and bibliography.
• Including the abstract in a paper with just 50 words is necessary.
• For the cover, we must create one independent page writing our topic, keywords, and blog links.
• The submission portal is on the moodle > assessment.
• To submit links to the blog, we can create a blank Word or PDF with link text included.
• There is also a video presentation, in which we need to design slides to introduce our paper in 3-5 minutes.
• For the presentation part, we can play videos as an example.
• It is acceptable to write 1500-1600 words. However, 1500 words are the best.
• We can insert images on the paper with referencing sources text.

-> 2023 20 Nov.

Purpose of Study

This thesis focuses on how using motion graphics in branding, especially with visual metaphors, can make brands more valuable, tell better stories, and give a lively feel to digital brand identities.

I read the theory from a thesis by JÖNKÖPING in MOTION GRAPHICS about BRANDING. I learned materials from expert quotations and a basic structure for research of motion graphics.

According to Silveira (2021), motion graphics follow the evolution of
technology and science. Since technology has advanced, motion graphics have also reached the highest or most important era of their existence.

Silveira (2021)

Consequently, the digitization of brands transcends mere logos, incorporating specific movements and animations within the design system.

The main questions for this essay are:

1. Why can motion graphics deepen narratives through visual metaphors? 

2. How do motion graphics add value to brand identity through visual metaphors? 

After studying many cases of how brands use metaphors in graphic design, I found out the data in Netflix and Headspace is not enough, therefore, I changed the case study example to other brands such as Uber and Airbnb.

Topic Choosing

Since I have been working on motion graphics at a design company in Taiwan for 3 years, my passion for studying motion graphics has motivated this paper.

First, I was curious about the history of motion graphics and how designers apply them? Many questions just popped up immediately! I wanna focus on one specific method before I start writing. After class, I asked for help from a tutor, who gave me some directions like conceptual animation, visual metaphors, and symbolism strategy.

My keywords for the topics would be:

=> Motion graphics, visual metaphors, branding, storytelling

Since motion graphics were developed in Western countries, it revealed a new advertising and design industry strategy from Western to Eastern.

In Taiwan, most designers in studios are fascinated by how design companies from Western countries create moving images for their branding and social media. Therefore, more and more graphic designers in Taiwan are turning to motion graphics to develop appealing visual ideas for enhancing branding identity, which was my experience.

So far, I don’t know many motion graphics theories since it’s still a new format for contemporary art and design. Therefore, in this paper-based research, I expect to learn more about the comprehensive development of motion graphics and hope it can help me develop my visual language.

After discussing with tutor, I decided my topic name : Visual Metaphors in Motion Graphics for Branding

I designed the chart to figure out how the structure of the paper is. In this chart, I think the visual metaphors will be the most important session and the core! And then, the branding and motion graphics would be the general part and I should search for all relative examples between these two genres.

-> 2023 29 Nov.

Week 9

Literature Review Tips on Structure

Your argument is how you express your point.

Structure your argument

• statement of problem
• Literature review
• Precise forms of your research stated as a hypothesis, questions, aim, or objective
• method and methodology
• results/evidence
  

Include your own voice in your writing

• your voice will emerge through your discussion
• Provide an example to refer to how to bring your own voice
• Include so what summary sentences ( evaluative sentences)

Develop areas and possibly contest established research

• Consider areas of professional and academic development that motivate your study
• Critique – feel confidence
• Feel empowered!

Research your argument

• Make sure the answer your arguments
• Identify possible objections
• Structure your argument so your points logically lead to your conclusion
• Clearly state your conclusion

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