“Motion Graphic” is the art of designing successive graphic elements by advantageous use of animation rules & cinematic potencies. Reasonable costs and high speed of production process, has converted it to one of the most appropriate formats in TV commercials. Due to attractive appeal of motion graphics, audience will be soon attached to it in perceiving its message; consequently, the effectiveness of such commercials is much higher than ordinary simple ones. Regarding the fact that the trend of using motion graphic in TV commercials is increasing, this research is opt to discuss the most important features of aired motion graphics from IRIB TV networks.
The methodology of this research is descriptive analysis by observing a selective group of motion graphics broadcasted from IRIB TV networks in 2019. Another 60 samples of motion graphics newly produced, have also been observed & analyzed. Among these cases, the majority goes for food products & services. Most of the observed samples have been produced by 2D animation technique. TVC producers have mostly adopted 2D technique with a quantitative approach rather than being qualitative, just in order to reduce the production costs. This has led to trace experimental samples with heavy workload without any specialty. The rate of producing “Logomotion” as a sort of Ad-ID which is at a high rate in other countries was extremely at a low rate among observed samples.
IRIB as the main trustee of broadcasting commercial ads can help this situation by providing the grounds for enhancing graphic industry.