Theses and Dissertations (Digital Arts)

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    A critical investigation of an animated South African advertising campaign: Vodacom's Me to the Meerkat campaign 2005-2007
    (2011-11-28) Hoffmann, Kim
    This critical investigation of the relationship between animation and advertising in South Africa provides both a historic overview and analysis of Vodacom’s Mo the Meerkat campaign. This campaign is documented as extensively as possible, by investigating all relevant aspects and decisions made by Vodacom, their advertising agency, Draftfcb, as well as the creative influence and participation by the animation studios and film companies involved in the campaign. A textual and stylistic analysis of all six advertisements produced as part of this campaign is conducted and explores issues of personality, performance and brand identity relating to the Mo the Meerkat character. This documentation and analysis establishes that a major South African advertiser chose to use an animated character in their campaign to act as a “spectacle” (as the term is defined by Andrew Darley in his text Visual Digital Culture. Surface Play and Spectacle in New Media Genres).
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    3D animation as a medium of cultural representation and education : a case study of Magic Cellar part 1.
    (2011-05-03) Kangong, Roland N.
    Post-apartheid South African children are exposed to modern technological entertainment – television, cell phones, video games, TV animations and many other forms of popular art and media. This research report analyzes how well Magic Cellar (hereafter referred to as MC) both represents cultural diversity to a mixed audience of South African children from different ethnic backgrounds and cultures, and educates them more generally. A historical perspective on animation is provided, including animation in South Africa, as well as the technical processes of animation, and how these apply to MC. In so doing, answers to two main questions are sought: can 3D animation be used as an alternative or support to the school classroom in educating children through popular media forms? To what extent can 3D digital art technology in the form of animation be used in representing cultural diversity to children of different cultural backgrounds? Drawing on theoretical concepts, as well as comparing MC to successful programming for children that uses animation to educate, this research report argues that 3D animation, a medium that “seems to attract learners’ attention and increase their motivation to learn”(Khairezan 2), can be used to represent cultural diversity and to educate children.