---
title: "Computer Graphics in TV Advertising"
type: "article"
slug: "computer-graphics-in-tv-advertising"
url: "http://localhost/article/computer-graphics-in-tv-advertising/"
markdown_url: "http://localhost/article/computer-graphics-in-tv-advertising.md"
published_at: "2026-11-07T14:22:56+00:00"
modified_at: "2026-11-07T14:22:56+00:00"
featured_image:
  url: "http://localhost/wp-content/uploads/2022/04/20230809-041332.jpg"
excerpt: "Computer Graphics in TV Advertising heading art, couple watching a microwave oven Although Timex may not be selling computer prooducts anymore, computers still play a large part in their marketing plans. Computer graphics, which have been introduced to the consumer in such movies as TRON and LOOKER, are now making their way into TV commercials.…"
indiv:
  - name: "Gene G. Buza"
    slug: "gene-g-buza"
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    url: "http://localhost/indiv/gene-g-buza/"
publication: "Synchro-Sette"
publication_r:
  id: 10244
  title: "Synchro-Sette"
  type: "periodical"
  url: "http://localhost/periodical/synchro-sette/"
authors: "Gene G. Buza"
volume: "3"
issue: "6"
issues_articles:
  - id: 26679
    title: "Synchro-Sette v3 n6"
    type: "issue"
    url: "http://localhost/issue/synchro-sette-v3-n6/"
pages: "10,15"
pubdate: "June 1984"
archive_link: false
volumeissue: "v3n6"
---

# Computer Graphics in TV Advertising

[![Computer Graphics in TV Advertising heading art, couple watching a microwave oven](http://localhost/wp-content/uploads/2026/11/synchrosette-new-computer-graphics-in-tv-advertising-1.png)](http://localhost/wp-content/uploads/2026/11/synchrosette-new-computer-graphics-in-tv-advertising-1.png)Computer Graphics in TV Advertising heading art, couple watching a microwave oven

Although Timex may not be selling computer prooducts anymore, computers still play a large part in their marketing plans.

Computer graphics, which have been introduced to the consumer in such movies as TRON and LOOKER, are now making their way into TV commercials. The last visual punch that Timex had on TV was with the theme “Takes a licking and keeps on ticking”.

You probably remember the one where the timepiece is strapped to the propeller of an outboard motor and then submersed in water with the motor being turned on. The watch was virtually disintegrated.

This didn’t seem to hurt the success of the marketing future of the product as Timex became an industry leader in inexpensive accurate timepieces.

Lately, watch advertising on TV has not been as successful as in the past. Timex has developed an advertising campaign that uses computer designed graphics to produce special effects that they hope will turn this trend around.

The small ticking watches are made to appear gargantuan. Ballerinas dance across their faces, joggers run on them, they act as elevator doors or as a boat dock.

Timex is not the only one to use computer generated or aided graphics in TV commercials. TransAmerica Corp. depicts a giant King Kong type gorilla climbing the TransAmerica building. American Motors makes the Renault Encore appear to stretch like elastic as it turns corners. MCI shows the nose of a Boeing 747 sticking out on Wall street.

The computer can actually design all or parts of these visual effects. Computer drawings may be overlayed with actual photographic footage to produce the desired effect or the computer may be used just to calculate the proper distances needed between objects to be photographed to produce the desired effect.

The result is a visual punch that psychologically grabs us. To the consumer’s jaded mind, a message is given that says “Hey, this is physically impossible or highly improbable!”.

We in turn, unconsciously direct our attention to the ad because of the impossibility or improbability.

The advertisers (including Timex) hope this will be enough to create a sales increase – Ed.