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THE USE OF CGI TECHNOLOGIES IN INTERNATIONAL MARGETING CAMPAIGNS: CURRENT TRENDS AND PROSPECTS
K.M. Kolesnikova, Student A.G. Omargadzhieva, Student
Financial University under the Government of the Russian Federation (Russia, Moscow)
DOI:10.24412/2411-0450-2024-4-2- 79-81
Abstract. The article examines the use of CGI technologies (Computer-Generated Imagery) in international marketing campaigns as a promising tool to attract attention to the products and services of companies in the global market. The main trends and prospects of using CGI technologies in marketing are analyzed, including the creation of 3D models, animation and visualization ofprocesses, interactive elements and personalization of advertising materials.
Keywords: CGI technologies, Computer-Generated Imagery, International marketing, marketing companies, 3D models, animation, visualization of processes, interactive elements, personalization, promotion.
International markets are a complex environment where competition is fierce and consumers are always the focus of business. In such circumstances, organizations face the challenge of creating effective marketing campaigns that can convey their offer to an international audience and convert it into loyal customers [1].
Marketing campaigns are aimed at attracting new customers, increasing the loyalty of existing customers, as well as promoting new products and services. The main objectives of marketing campaigns are: to increase brand awareness; to create a positive image of the company; to attract new customers; to retain existing customers; to promote new products and services; to increase sales. One of these methods is the use of CGI technologies (Computer-Generated Imagery) in marketing campaigns.
CGI technologies allow you to create realistic images, animations and videos using computer programs. These technologies are widely used in the film industry, video games and advertising.
The main trends in the use of CGI technologies in international marketing campaigns:
- Creating 3D models of products and services. CGI technologies allow you to create realistic 3D models of products that can be used in promotional materials such as brochures, websites and videos. This allows con-
sumers to better understand what the product looks like and make a purchase decision.
- Animation and visualization of processes. CGI technologies also allow you to create animations and visualizations of processes related to the use of the product. For example, a household appliance company can create an animation showing how a washing machine or refrigerator works. This helps consumers understand how the product can improve their lives.
- Interactive elements. CGI technologies allow you to create interactive elements that involve consumers in the process of interacting with the brand. For example, a company can create a game in which consumers can try their hand at driving a virtual car or airplane. This helps to increase consumer loyalty to the brand.
- Personalization. CGI technologies allow you to create personalized advertising materials that take into account the interests and preferences of specific consumers. For example, a company can create an advertising video in which a consumer sees himself as a driver of a car of a certain brand. This helps to increase the effectiveness of marketing campaigns.
In the context of international marketing campaigns, CGI technologies can be used to create attractive and memorable promotional materials that will enhance brand awareness and increase sales.
One of these campaigns is an advertisement for Jacquemus with 3D modeling or CGI technologies.
Jacquemus has become a pioneer in the fashion industry not only for its distinctive design aesthetics, but also for its innovative marketing strategies. Skillfully intertwining traditional marketing concepts with unique, personalized approaches, Jacquemus is a model of creativity and authenticity in a field dominated by large companies.
The Jacquemus fashion house has released an advertisement for Bambino Bag bags, which quickly became virtual on the Web. In the spectacular video, giant accessories in the video of buses drive through the streets of Paris. Pink, brown and orange bags with windows cruise along the Paris Opera Garnier building.
At first glance, the video seems realistic. However, representatives of the brand said that bus bags are 3D models and it will not be possible to ride on such a one. Fashion lovers greeted the commercial video with applause and regretted that they could not ride in giant bags in real life. Many netizens saw in the advertisement Jacquemus' witty response to the ridicule of the sensational tiny handbag that Simon Jacquemus presented in 2019. Now, instead of mini accessories, viewers got giants, although only in 3D.
After such success, other brands also decided to use CGI technologies in their marketing campaigns. In the summer of 2023, Maybelline took over the management of public transport in London and New York: giant mascara sticks slid over huge eyelashes at subway stops, and long purple buses raced along Broadway. The video went viral and people called it "upper class" and "the best advertisement ever".
Such innovative advertisements made it possible to increase the popularity of both certain products and the brands themselves as a whole, and also made it possible to save money and test new ideas without some obstacles of traditional OOH advertisements (out of home advertisements). But is everything so great with these companies?
This type of advertising can raise questions similar to those around artificial intelligence (AI) as to when and how brands should disclose that something is fake. Padham, who animated the advertisement for the Château de Cerons, said that their intention was not to deceive people or make fake news, it was rather an opportunity to see an ideal world. The Truff brand shares a slightly different approach. They believe that it is necessary to let the Internet do its job.
There is a limit for each viewer related to ethical issues in advertising. We are used to seeing the use of CGI technologies in movies and video games, but ultra-realistic models, for example, of our lives or those around us, can become a new round of problems related to fake videos and the spread of disinformation. Another global problem may be the reduction of jobs in the field of traditional visual effects or video editing.
Currently, to control this type of activity, there are:
- The law on the protection of information, which prohibits the dissemination of deliberately false information that can harm an individual, society or the state [4];
- Copyright law protecting the copyrights of CGI models and animations [2];
- The law on advertising, which prohibits the use of false and misleading information about advertising [3].
For example, in Singapore there is a law prohibiting the dissemination of fake news, and in France the law obliges online platforms to delete fake videos within 24 hours.
Thus, we propose to consider one of the existing laws that will be related specifically to CGI technologies. For example, it obliges to disclose information about the use of CGI technologies (possibly labeling), as well as the necessary quality standards for such products. It should be noted that the regulation of CGI technologies and fake videos is a difficult task that requires careful consideration and the participation of qualified specialists, but the need to find a balance between protecting society from disinformation and preserving freedom of speech is important for the development of mankind.
Resources
1. International marketing: textbook and workshop for universities / I.V. Vorobyova [et al.]; edited by I.V. Vorobyova, K. Petsoldt, S.F. Sutyrina. - Moscow: Yurait Publishing House, 2024. - 398 p.
2. The Civil Code of the Russian Federation (Part four) dated 12.18.2006 N 230-FL (as amended on 30.01.2024) "Copyright".
3. Federal Law "On Advertising" dated 03/13.2006 No. 38-FZ (latest edition).
4. Federal Law "On Information, Information Technologies and Information Protection" dated 07/27/2006 N 149-FL (latest edition).
ИСПОЛЬЗОВАНИЕ CGI-ТЕХНОЛОГИЙ В МЕЖДУНАРОДНЫХ МАРКЕТИНГОВЫХ КАМПАНИЯХ: СОВРЕМЕННЫЕ ТЕНДЕНЦИИ И ПЕРСПЕКТИВЫ
К.М. Колесникова, студент А.Г. Омаргаджиева, студент
Финансовый университет при Правительстве Российской Федерации (Россия, г. Москва)
Аннотация. В статье рассматривается использование CGI-технологий в международных маркетинговых кампаниях как перспективного инструмента привлечения внимания к продуктам и услугам компаний на мировом рынке. Проанализированы основные тенденции и перспективы использования CGI-технологий в маркетинге, включая создание 3D-моделей, анимацию и визуализацию процессов, интерактивные элементы и персонали-зацию рекламных материалов.
Ключевые слова: CGI-технологии, компьютерные изображения, международный маркетинг, маркетинговые компании, SD-модели, анимация, визуализация процессов, интерактивные элементы, персонализация, продвижение.
