A Content Analysis of Animation in Television Advertising

Bush, Alan J.; Hair, Joseph F.; Bush, Robert P.

doi:10.1080/00913367.1983.10672859

Cited by 32 publications

(12 citation statements)

References 2 publications

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“…To examine the effects of animation on different demographic groups, future research could assess the usage and effectiveness of animated spokespeople for different age markets. It is possible that adults and children respond differently to cartoon compared to noncartoon print ads (Bush, Hair, and Bush 1983). Finally, there is mixed evidence that distinctiveness may differentially affect Western more than Eastern cultures (e.g., Green, Deschamps, and Paez 2005;Ho 1995).…”

Section: Limitations and Future Research Directionsmentioning

confidence: 99%

Creativity Via Cartoon Spokespeople In Print Ads: Capitalizing on the Distinctiveness Effect

Heiser

Sierra

Torres

2008

Journal of Advertising

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Although some research has examined the effects of animation in interactive advertisements, no research has investigated consumer responses to animated effects or cartoon spokespeople in print ads. Distinctiveness theory suggests that an ad can be considered distinctive if it has atypical traits that differentiate it from other marketing stimuli. Distinctiveness theory should be readily applied to advertising research, as advertising agencies and clients continuously strive to make their advertisements different, noticeable, and memorable to consumers. Our research applies distinctiveness theory to a creative caricature or cartoon spokesperson in print ads in a between-subjects experiment. Results of the study reveal that compared with a human spokesperson in the same advertisement, the creative use of cartoon spokespeople in print ads leads to more positive consumer advertising outcomes, including attitude toward the ad, attitude toward the brand, and purchase intention of the advertised brand. The implications for practitioners and directions for future creativity and distinctiveness research are discussed. Downloaded by [Deakin University Library] at 02:44 12 August 2015

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Section: Limitations and Future Research Directionsmentioning

confidence: 99%

Creativity Via Cartoon Spokespeople In Print Ads: Capitalizing on the Distinctiveness Effect

Heiser

Sierra

Torres

2008

Journal of Advertising

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“…Indeed, animation has been given scarce research attention in marketing (Calcott and Lee 1994). Earlier calls for increased work have gone largely unanswered (Bush et al 1983), and recent work has highlighted ample opportunities for further exploration into the role of motion in branding (Cian et al 2014). Further, what little research does exist has primarily focused on the role of motion within internet banner advertising, not on different animation styles or the animation of individual elements such as logos.…”

mentioning

confidence: 99%

Living brands: consumer responses to animated brand logos

Bräsel

Hagtvedt

2015

J. of the Acad. Mark. Sci.

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This research builds foundational theory in a new domain of marketing: animated visual brand elements. It focuses on agent animation, which conveys a sense that the brand element, such as a logo, moves of its own volition, as distinguished from object animation, which does not. Given limited marketplace utilization (pilot study), animated logos represent new opportunities for branding and promotion. However, the influence of agent animation on attitude toward the firm or brand is contingent on the fluent processing of the animation in the context it is used. As compared with objectanimated or static logos, agent animation encourages more favorable attitudes toward dynamic firms but less favorable attitudes toward stable firms (Studies 1 and 2). Further, more favorable attitudes arise when the brand personality suggested by the animation is consistent with other brand cues, such as brand slogans (Study 3) or the logo graphic (Study 4). Finally, the effects are replicated with choice behavior using established brands (Study 5).

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“…Such content analysis which aims to survey types of visual content within commercials has been successfully used to demonstrate use of specific techniques and content (Bush et al, 1983;Callcott and Lee, 1994) in earlier commercial content studies and was applied in the context of the Middle East by Amini et al (2014). However, all of these studies were analyses of advertising aired on contemporary-at-the-time television, were looking for very specific content (for example, animated spokes-characters; not just animation), and done in recorded time blocks.…”

Section: History Of Motion Graphics In Saudi Arabia and Menamentioning

confidence: 99%

Assessing the market for motion graphics in Jeddah, Saudi Arabia

Maerkle¹,

Abbasi²

2017

J. Media Commun. Stud.

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Motion graphics, as a field, has been developed and utilized most in Western broadcast television markets. As an attention-grabbing device, and as a means to communicate information, it appears in all aspects and modes. The Western markets value these techniques, and how they support the promotion of products and the understanding of complex, multi-layered information in relativity short amounts of time. This research demonstrates a deficiency in the utilization of these techniques in the Middle Eastern market, especially in Jeddah, Saudi Arabia, through a content analysis of television commercials and public service announcements created and aimed at the region and through interviews with well-known advertising firms and how the Jeddawi audience responds positively to, and would benefit from more application of motion graphics in local television commercials and public service announcements based on audience testing. This translates to the logical need to broaden the Jeddawi advertising production firms' repertoires to include more motion graphics in local advertisements and television spots, and hence, to open up their ranks for more design professionals knowledgeable in this field. This research only identifies the gap in the market.

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A Content Analysis of Animation in Television Advertising

Cited by 32 publications

References 2 publications

Creativity Via Cartoon Spokespeople In Print Ads: Capitalizing on the Distinctiveness Effect

Creativity Via Cartoon Spokespeople In Print Ads: Capitalizing on the Distinctiveness Effect

Living brands: consumer responses to animated brand logos

Assessing the market for motion graphics in Jeddah, Saudi Arabia

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