The 3D software based virtual environments constructed as an art beyond from the technology

Abstract

Today the television advertising is not just a marketing factor but also makes itself as combination of techniques, art, as well as effective persuasion element in consumerism era. In this competitive market it is astonishing that the faces of television advertising rapidly moving to capture various experiences of promoting products and persuade the mind of the consumer with the newness of attraction. In the age of digital, advertising moves to “virtual environments” as a new figure. This approach of technology has more access to emerge a perception in consumers mind, through the eye. Though this 3D software based virtual environments are utilized as an effective high-detail generated tool for advertising in the world, the definition of 3D environments still use as traditional advertising ways as past in Sri Lanka. Therefore the topic, “do the 3D software based virtual environments construct as an art beyond from technology”, is one of the contemporary issues that should be redefined in Sri Lankan society and industry. The main objective covered here is how to use the 3D software techniques within an artistic approach to constructing virtual environment of the advertisement. Three categorized TV advertisement’s environments of Architectural based, Natural Environment based and Liquid based forms of 3D settings were used to analyse the successes of visual output. The analysis consisted with the scientific research methodologies of content analysis and interviews. The success of virtual environment depends on live and realistic nature of the output visual of advertisement. The main purpose reviewed via this article, is a How 3D software based virtual environments construct as art beyond from its‟ technology that can be added highly detailed eye-pleasing surround inside of the advertisement’s visual performance that real world can do. To fulfil that performance, the requirement of 3D virtual environment needs to come originally from the product and advertising concept with a sensible definition and recognition of product, technology and art.