POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Department of Advertising and Public Relations

College of Communication
PUP Sta. Mesa, Manila

ADPR 204
Multimedia Production

Christwin V. Felix

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 ADPR 204

Christwin V. Felix

ALL RIGHTS RESERVED. No part of this learning module may be

reproduced, used in any form, or by any means graphic, electronic, or
mechanical, including photocopying, recording, or information storage and
retrieval system without written permission from the authors and the
University.

Published and distributed by:

Polytechnic University of the Philippines

address
website
email
Tel. No.:

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The VMPGO

(This part is dedicated to the statement of the Vision, Mission, and Philosophy of the University,
the Goals of the College/Branch or Satellite Campus, and the Description and Objectives of the
Program where the instructional materials are proposed and evaluated.)

VISION
PUP: The National Polytechnic University

MISSION
Ensuring inclusive and equitable quality education and promoting lifelong learning
opportunities through a re-engineered polytechnic university by committing to:
• provide democratized access to educational opportunities for the holistic
development of individuals with global perspective.
• offer industry-oriented curricula that produce highly-skilled professionals with
managerial and technical capabilities and a strong sense of public service for
nation-building.
• embed a culture of research and innovation.
• continuously develop faculty and employees with the highest level of
professionalism.
• engage public and private institutions and other stakeholders for the attainment of
social development goal.
• establish a strong presence and impact in the international academic community.

PHILOSOPHY
As a state university, the Polytechnic University of the Philippines believes that:
• Education is an instrument for the development of the citizenry and for the
enhancement of nation-building; and,
• That meaningful growth and transformation of the country are best achieved in an
atmosphere of brotherhood, peace, freedom, justice and nationalist-oriented
education imbued with the spirit of humanist internationalism.

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SHARED VALUES AND PRINCIPLES
1. Integrity and Accountability
2. Nationalism
3. Sense of Service
4. Passion for Learning and Innovation
5. Inclusivity
6. Respect for Human Rights and the Environment
7. Excellence
8. Democracy

GOALS OF THE COLLEGE/CAMPUS

PROGRAM DESCRIPTION

COURSE DESCRIPTION

INSTITUTIONAL LEARNING OUTCOMES (ILOS)

PROGRAM LEARNING OUTCOMES (PLOS)

COURSE LEARNING OUTCOMES (CLOS).

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Preface

(Sample Content) To write creatively is never an easy task. It demands four very specific
requirements – Knowledge, Skill, Creativity, and Passion from wannabe writers. The first two
requisites are the ones being addressed by this worktext through classroom interactions, while
the second two requisites depend solely on the person’s attributes as a novice writer. Creative
writing is as daunting as it is, but everyone must begin somewhere, sometime. And as Victor
Hugo said, through the men and women of Les Miserable during their call for revolution, “The
time is now. The place is here.”
This book entitled, “Creative Writing: K-12 Compliant Worktext for Senior High School” is divided
into four major lessons: (1) Creative Writing; (2) Reading and Writing Poetry; (3) Reading and
Writing Fiction; and (4) Reading and Writing Drama.
The first unit is divided into four lessons. The first lesson reveals the similarities and differences
of imaginative writing when compared with other forms of writing. The second lesson aids the
learners in selecting sensory experiences that can stimulate creative ideas. The literary and
artistic language is elaborated in the third lesson. Finally, exemplars of famous local and foreign
writing talents will be exhibited in the fourth chapter.
The second unit of this work text has four lessons which begins with the identification of the
elements of poetry as a genre of literature. This is followed by the detailing of the varied forms of
poetry. Other poetic forms on experimental stages will be the highlight of the third lesson. The
chapter ends with the exploration of the creative and innovative techniques in poetry writing vis-
a-vis the literary devices used in the said genre.
The third unit, Reading and Writing Fiction, has three lessons. Elements of fiction will be
elaborated on in the first lesson. The use of varied techniques and literary devices will be the
focus of the second lesson. The chapter will end with the modeling techniques to create one’s
personal fictional story.
The last unit of Creative Writing deals with what seasoned writers consider the most difficult of all
the literary genres – drama. The lesson opens with the elements of drama, followed by the
techniques and literary devices used in creating a stage play script. The third lesson will again
utilize local and foreign scripts in the modeling technique to be implored by the learners.
Additionally, this chapter shall also have a lesson that exposes learners to literary works with
socio-political attributes. This will of course demand for the learners to create a craft or socio-
political essay.
To end the semester, the class will be required to submit a variety of literary texts to serve as their
course outcome, which will serve as the basis for their level of competency for the course,
Creative Writing.

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TABLE OF CONTENTS

OBE Course Syllabus 6

Lesson 1 Multimedia Overview 7

a. Introduction and Learning Objectives 7

b. Multimedia 9
c. 6 media in multimedia 11
d. Activity 12

Lesson 2 Raster Graphics 14

a. Learning Objectives 14
b. Interface 16
c. Activity 39
d. Samples 43

Lesson 3 Vector Graphics 46

a. Interface 51
b. Shapes 55
c. Multiple shapes 60
d. Effects 64
e. Activity

Lesson 4 Animation 68

a. Interface 71
b. Animation 79
c. Nested animation 88
d. Activity 95

Lesson 5 Video Editing 96

a. Introduction 96
b. Steps in editing 97
c. Activity 100

Reference List 101

Appendices 102

Certificate of Approval for 103

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 COURSE SYLLABUS

Scan to access the course syllabus

Rubrics grading equivalent

Perfect for commercial use. Excellent. No noticeable mistake, worth paying for. 1.0
Good for academic projects. Nice. Satisfying but not excellent, unpolished. 1.25
Good for study developments. Good. Clean and decent but too generic. 1.5
Good for personal project. Ok. Just enough to be acceptable as amateur level. 1.75
Neutral, for personal use only. Not bad but not good enough, still learning phase. 2.0
Bad, review the lessons. Needs improvement, Minor revisions. 2.25
Bad, reread and rewatch all. Major revisions. cannot be revised, must remake. 2.5
Bad, be sensitive and moral. X, technically ok but ethically and morally bad. 2.75
Passed, theorethically. Understandably bad, passed nonetheless. 3.0
Retake No submissions at all. 5.0 / W

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Lesson 1
Multimedia Overview

INTRODUCTION

Multimedia is a vast area to navigate, but each area is somehow connected to another
area. When covering a specialized dicipline, you need to learn its directly related media
as well.

LEARNING OBJECTIVES
1. Objective 1. Learn and be familiar with key terminologies used in multimedia.
2. Objective 2. Understand the different media and how to integrate them in a project.
3. Objective 3. Evaluate existing designs for visual peg and references.

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Multimedia is the field concerned with the computer-controlled integration of text, graphics,
drawings, still and moving images (Video), animation, audio, and any other media where every
type of information can be represented, stored, transmitted and processed digitally.

Source:
https://users.cs.cf.ac.uk/Dave.Marshall/Multimedia/node10.html#:~:text=Multimedia%20is%20the
%20field%20concerned,stored%2C%20transmitted%20and%20processed%20digitally.

When we say multimedia, it doesn’t mean T.V., Radio, Print and billboards; However these are
devices that carries or transfers the media we are referring to.

We can classify multimedia into 6 different media:

Text – visual representation of speech.

Image – visual artifacts.
Audio – electronic representation of speech.
Video – series of pictures.
Animation – illusion of movement through rapid display of sequences.
Interactivity – two-way communication.

Representation and recording

Early human used to draw to create a representation of what they saw, like drawings of
four-legged animals well preserved in the caves, drawings. We communication verbally by
speech, speech that can be represented by symbols, characters or letters with specific equivalent
sound (remember how we learn how to read and write: a e i o u). the earliest form of animation
can be traced back to that drawing inside a cave, the artist drew a land animal with 6 legs,
suggesting it is in motion. to summarize, drawing, text and animation are representations of what
we saw and heard.
The invention of camera revolutionized the way we preserve moments in time. It is no
longer a representation but a recording. Made possible by capturing light or drawing with light
itself, hence, the term photography. A series of photo creates an illusion of movement, hence,
moving picture or movie.
While our ideas, messages and thoughts can be represented and transmitted in these five
forms of multimedia, it can only accommodate a one way communication. However, these
technologies already exist decades and even centuries ago, we can never refer to it as multimedia
unless falls under a specific condition. Do you know what it is? This is where interactivity takes
place. An interaction between you and a computer program.

A BRIEF HISTORY OF STORING INFORMATION

You can easily identify a media as multimedia if it is represented, stored, transmitted and
processed digitally. Which means all these information are being represented by digits

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TEXT
Characters and text revolutionized the growth of a nation in ancient times, the invention of papers
and printing presses makes it possible to preserve our history. To reproduce a book or newspaper
the old way, workers used to have a case full of carved letterings that will be coated with ink to
be pressed against a paper. Capital letters stored at the top, and small letter at the below, hence,
upper case and lower case. Old English used to be the standard typeface but thinner letters was
invented to minimize the ink use.
Fonts are different weights, thickness and attributes of a given typeface. For example:
Helvetica is the typeface, while HelveticaNeuLT, HelveticaNeuBOLD, HelveticaLight are its fonts.
Learn more about typography.

Art of making book

https://www.youtube.com/watch?v=T17aCX2iBBY
History of typography
https://www.youtube.com/watch?v=wOgIkxAfJsk
Intro to typography
https://www.youtube.com/watch?v=sByzHoiYFX0
Beginning Graphic Design: Typography
https://www.youtube.com/watch?v=sByzHoiYFX0

IMAGE
As mentioned to the previous topic, we have two types of image, represented and recorded.
Drawings and paintings degrades overtime, a picture or the film used also degrades and lose
quality. To dig deeper into images, we have to understand how visible light works. The invention
of camera makes it possible to capture moments in time by capturing light with the use of film
negative which will then be processed to become positive the get the correct value.
Computers today are able to generate an illustration using computer programs. Digitally,
we have 2 types of image: Vector and Bitmap/raster. Bitmap are made of picture elements or
pixels for short, which is a dot or bit in a map, bitmap. Composed of dots in a given dimension
that defines its resolution or Dots per Inch, DPI. On the other hand, vectors are made of anchor
points which are mathematically calculated to create a graphic object. Dimension is the length
and width of the canvas, stage, screen or artboard depending on the program you are using.
Different units can be used depending on the final output, inches and meters for print; px or pt for
digital use such as videos, banners and animation.
In multimedia, it is important to consider what is your priority, the image qualit or image
performance? higher quality means higher file size especially for raster photos leading to slower
loading time. In working on online images, it is best to consider a faster loading time for
performance instead of uploading the full image quality, perhaps balancing the two is the best
option.
AUDIO
In communication, we uses speech. Speech can be represented by characters, symbols and
letters or text with specific sound equivalent or proper pronunciation. In physics, sound is the
vibration of air molecules, that is why there is no sound in space because there is no air to travel
to. We used to record music using tiny carvings on vinyl records that can be reproduced by a
needle traveling on those small engravings.

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Audio can be categorized into 3: speech or voice recording, sound effects or Foleys and Music.
Mono means a single audio channel is recorded and playing, while stereo means different audio
tracks are recorded and playing on different speakers, which means more quality and of course,
higher file size.

Digital audio 101

https://www.youtube.com/watch?v=W2-FP7twy8s
digital audio 102
https://www.youtube.com/watch?v=HqHIOA-Fcuw

ANIMATION

Animation are made with the help of persistence if vision which creates an unbroken sequence of
images that creates an illusion of movement. There are 3 types of animation, 2d, 3d and stop-
motion. 2d Animations are sequence of drawings, played rapidly to create the illusion of
movement, it can be traditionally hand drawn or painted, or computer-aided animation. 3d
animations are 3d models that are rigged so animators can control its movement. Stop-motion
are actual models made with clay, cut-out pictures, drawing, dolls or figures that are photographed
frame by frame to create an illusion of movement when played as video.
In multimedia as a profession, animation can be heavily implied to motion graphics, simulations
and special effects, including typographic and infographics.

To This Day
a Ted talk audio with beautifully animated visuals,
showcasing different kinds and types of animation.
https://www.youtube.com/watch?v=ltun92DfnPY

VIDEO
Analogs such as cassette tapes, vhs and films used to be the top choice for storing and playing
music, films and photos. Which also means you have to have certain device to be able to play
them. Filmmakers used to edit their films by literaly cutting their films with scissors and then
taping/pasting it together, hence the term cut and paste. This type of manual editing is called
linear editing. You are working on a single line of film which you always needs to fast forward and
rewind to be able to locate a certain scene or music in case of cassette tapes.
We refer computer-based editing as non-linear editing where navigating through the
timeline is just a click away.

INTERACTIVITY
Interactive content can be in a form of presentation, website/app or game. The key is the
interaction between the user and the computer program, using computer codes as its language.
Programed to interact when a certain condition is met. Clicking, mouse rolling over, swiping,
tapping will trigger a command such as navigation to other tab or sites and even controlling a
slide or a game character.

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In film, production can use practical effects or the actual explosion, fire, water etc. or it can be
done in a computer using visual effects with the help of simulation wherein certain mathematical
and scientific calculations are put into place to be able to mimic how an actual event could have
happened. It can also be used in virtual world building or in real time with augmented reality like
the popular Pokemon Go and face changing apps.

File size and computation

Digital files are stored using digits of 1 and 0. A bit is a single binary digit (1 or 0)
8 bit = 1 Byte.
1000 byte = 1 Kilobyte (1024 bytes)
1000 kilobyte = 1 Megabyte (1024Kb)
1000 megabyte = 1 Gigabyte (1024Mb)
1000 Gigabyte = 1 Terabyte (1024Gb)

Summary
These 6 fields of expertise can be your starting point to learn and produce contents,
after specializing in one of them, you can continue to grow by exploring the other related media.
In doing so, you are able to navigate from one medium to another and be independent in
creating contents by yourself. Working in a team with different expertise can be taxing
especially if one can’t deliver a quality that meets your standards. It is also difficult if you always
depends on downloaded materials with copyrights and watermarks or just plain low quality
because you can’t create one for yourself. Some of these fields are on a higher level which
means you have to have a foundation on the basics especially in animation, you need to be
able to create a quality graphics first before focusing on movements, animation and content
creation but still be in danger of failure if the audio doesn’t fit. Eventually, you can learn them
just one at a time. Godspeed!

Activity/assessment: Essay writing (evaluating your own skills and career opportunities)

1. How does multimedia impacts your life on a personal level?

2. How does it helps in your daily life and what media are you currently engaged with?
3. What are the requirements and what are the application skills needed to become a
Multimedia Specialist? How many of those do you have? (search for online job hiring for
multimedia specialist and see the qualifications as reference).
4. What are other related degrees suitable for this career? How do they compare to yours?
Explain how to become a Multimedia Specialist and why it is important in advertising industry and
in other related fields such as gaming and entertainment

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 Vector vs Raster: https://www.youtube.com/watch?v=p2thSkOa_Xg
Beginning Graphic Design: Images: https://www.youtube.com/watch?v=MELKuexR3sQ

https://www.youtube.com/watch?v=_2LLXnUdUIc
Note: Red Yellow and Blue are traditional colors (RYB).
Cyan, Magenta, Yellow and Key or Black (CMYK) are pigments or ink used for print design.
In digital contents we use Red, Green and Blue (RGB), each has a value of 0-255.
In designing a logo, there is a specific value for color that represents the brand or company.

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Beginning Graphic Design: Fundamentals
https://www.youtube.com/watch?v=YqQx75OPRa0

https://www.youtube.com/watch?v=ZK86XQ1iFVs

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Lesson 2

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Books:
Animator’s Survival kit – Richard Williams
The Illusion of Life – Frank Thomas and Ollie Johnston

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