ADV305_Apr%2015 - 20090415 ADV305 The Fundamentals of...

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2009 04 15 1 Using Electronic Media: Television and Radio Ch14. ADV305 Instructor: Jang Ho “Jay” Moon The Fundamentals of Advertising Apr 15, 2009 Today’s Ad Television Advertising Making the Leap to High Definition Advertising: An Exploratory Study of High Definition Technology on Viewer Response The Medium of Television Broadcast TV Over 1,375 commercial TV stations: 40% are VHF (very high frequency, channels 2 through 13); the rest are UHF (ultrahigh frequency, channels 14 through 83) 14 through 83). Digital Transition HDTV Technology ¾ Mandatory digital transition is scheduled in June 2009 All full power television stations in United States must change their current analog broadcasting system to digital format ¾ Digital television system (DTV) Use digitally coded signal instead of radio frequency to deliver picture and sound Because DTV deliver the signal digitally, there’s virtually no interference, therefore broadcasters can offer a enhanced quality of picture and sound. ¾ High definition broadcasting is one of the main formats of DTV SDTV (Standard Definition) EDTV (Enhanced Definition) HDTV (High Definition) HDTV Technology Resolution 480i 480p 720p, 1080i Aspect Ratio 4x3 4x3, 16x9 16x9 HDTV achieves a new benchmark for sound and picture quality in television history
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2009 04 15 2 ¾ Interlace Scan HDTV Technology Way to scan vertical lines onto a TV picture by scanning all the odd lines first, then filling in the even lines. (This happens in the blink of an eye.) ¾ Progressive Scan Way to scan vertical lines onto a
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