1. Use of text:
(Title, Credits, animated captions, stings, idents, interactive
menus, web banner)
Ident

2. Brief description:
What do you see?
This ident is very different to most others and the ones I have already analysed as it is made
using clay. It begins in what appears to be a hotel room setting. You notice that the colour
purple is very dominant. We see many, many things happening and if you made a list of what
you had seen then there’d probably be more things that you didn’t notice. I noticed the purple
goo-like substance covering the curtains, the wall to the right and spewing from the chest of
drawers, the desk chair moving up and down, a piece of paper on the top of the drawers
transforming into many birds, a teddy bear coming to life, a book floating out from a bedside
drawer, an octopuses tentacles reaching out from the headboard of the bed, two robots
coming out from two circular boxes, another bed throwing off its quilts, the pillow crawling
along the wall, the laser bullets from the robots firing at the wall – turning on several TV's, a
slide door opening where a fridge sits, one of the TV’s rotating, the fridge opens and the
purple goo this time with small E4 logo’s in them spills out, a animal is lying on a plate floating
on the goo which is now on the floor, surrounded by a circling shark, the bed lifting itself into
the air, the suitcases open which reveals a large E4 logo made out of cardboard boxes, strobe
lights attached to the back wall, what appears to be a safe flings open and Christmas lights fly
out and a small group of ducks – just walking about. I did this by repeatedly pausing the video
but if you were watching this normally you would not notice the majority of that list.

3. Techniques used:
Animation, Visual Effects, Colour Rendering, Graphics, Movement
There is obviously a lot going on in this ident, and the fact that it is made with clay
makes the animation even more amazing as it would have taken a huge amount of
time for the animators to finish this. All for 28 seconds of footage. Out of all motion
graphics I have analysed this is easily the most eye catching for the sheer amount of
things happening. You can tell that the ident is for E4 as soon as the ident starts
because the colour purple is so dominant. E4 always use purple in anything they do.
E4 have also always been known for their strange and kooky idents that suit their
demographic of teenagers to young adults. This ident is just another example of
this. The movement is slightly all over the place, just like the things featured in the
ident, but this is a good thing as it once again fits to the usual stuff that they do. It
begins from the right, tracking to the centre before cutting to the chest of the chest
of drawers. From then on the ident cuts to the different scenes, but still maintains
its movement as in all scenes aside from the teddy bear scene and the fridge scene
it slowly pans up, down, left or right.

4. Advanced techniques:
Blur, Sharpen, Distortion, Rotation, Opacity
Although the colour purple is dominant, there are a lot of colours on show too.
They are very bold in appearance. All of it appears fairly sharp, as sharp as clay
could appear really. There are a few elements of rotation, such as the pillow on the
wall and the TV near the fridge. Again, as it done with clay, it rotates as much as
possible for clay. It isn't going to be the most smoothest of transitions between
everything because when using clay animation you have to keep stopping, moving
the clay and then playing again.

5. Technical comments:
Video format, Screen ratio, Resolution, Frame rate, Compression
The video is played through YouTube;
Screen ratio: 16:9 (standard for widescreen)
Video format: 360p
The codec is Codec: H.264, which is also known as MEPG-4 AVC.
Pros:
H.264 delivers incredible video quality at data rates one-fourth to one-half the size of previous video
formats
H.264 offers dramatically lower bit rates and better picture quality than MPEG-2, MPEG-4 or H.263+
It is 2X times more efficient than MPEG-4. and file size is 3X times smaller than comparable MPEG-2 Codecs
It is easy to integrate and covers wide range of picture format. Hence used in large application segment
Cons:
H.264 requires longer encoding time
It is certainly not constricted and low-bandwidth friendly
More Hardware overhead is also one of the limiting factor
Licensing agreements are complicated.