Logarithmic coding and its role in the quality of Television advertising design | ||||
| International Design Journal | ||||
| Article 28, Volume 14, Issue 5 - Serial Number 63, September and October 2024, Page 373-385 PDF (2.22 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/idj.2024.372858 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Mahmoud Saleh Ahmed1, 2 | ||||
| 1Higher Institute of Applied Arts Fifth Settlement | ||||
| 2Department of Photography, cinema and Television | ||||
| Abstract | ||||
| Television advertising depends on both artistic and technological capabilities. Recent technological developments in the science of photography have increased the technical capabilities, which in turn helped the director of photography to achieve a good mental image of the advertising image in order to influence consumer behavior. One of the latest technologies used in implementing animated advertisements is photography in coding format. Logarithmic technology began on the back of linear light coding in cinema systems and developed into a common application in digital cameras There are countless advantages to log encryption, as each of the log encryption systems is designed to preserve as much color and contrast information as possible from the sensor and make it easily accessible during color correction. Statement of problem: The research problem lies in the following question: to what extent can the use of logarithmic coding technology contribute to image quality in the design of television advertising? Objective: The research aims to shed light on the importance of using imaging technology in the logarithmic coding format, how to obtain the best results, and its role in achieving image quality. Hypotheses: The research assumes that the use of imaging technology in the logarithmic coding format achieves image quality in the design of television advertisements Methodology: The research follows the descriptive approach through the theoretical framework of the research and then conducts an applied experiment using the logarithmic coding technique Delimitations: Objective limits: Logarithmic coding in television advertising design Spatial boundaries: Arab Republic of Egypt Time limits: 2024 Results: 1- It has become possible to increase the quality of the image produced in animated advertisements by shooting in the logarithmic coding format, as it preserves the greatest possible amount of color information. 2-One of the most important elements that determine the quality of a moving image is maintaining a wide range of dynamic range, which is achieved by shooting in the logarithmic encoding format. 3- It must be taken into account when photographing in the logarithmic encoding format, that the produced image will have color (compensatory) adjustments made through the LUT files through various post-imaging processing programs. Recommendations: 1- The director of photography must keep up with technological developments in the field of photography because of their effectiveness in enhancing the quality of the image produced. 2- The director of photography must realize, while using the logarithmic encoding formula, that the image differs in the stages of production during filming and processing from the traditional image, and must understand the preparation and implementation steps well. 3- The director of photography is familiar with the steps of correction and colorization during processing of the image produced in the logarithmic coding format. | ||||
| Keywords | ||||
| Logarithmic coding; Television advertising design; image quality | ||||
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| References | ||||
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