RELATIONSHIP BETWEEN ANIMATED COMMERCIALS AND THE BUYING HABIT OF AUDIENCE MEMBERS
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RELATIONSHIP BETWEEN ANIMATED COMMERCIALS AND THE BUYING HABIT OF AUDIENCE MEMBERS
Chapter One: Introduction
1.1 Background of the Study
Television, which began as a means of communication and information distribution, has evolved into a primary component and vehicle for the transmission of advertising messages.
This is due to its superiority over other modes of communication, including its capacity to blend sight and sound into a cohesive whole. Over the years, this solitary feature has enabled advertisers to devise novel methods of persuading clients to buy their products and services.
Advertisers have tended to break from the status quo, that is, the traditional use of humans as models in advertising communications, in their quest to discover and experiment with new ways of effectively disseminating their compelling messages. One of these variations is the usage of animations in television commercials.
The Oxford Advanced Learners Dictionary of Current English describes animation as “the process of creating films or movies, videos, and computer games in which drawings or models of people or animals appear to move.”
According to Wikipedia, animation is “the rapid display of a sequence of still images of 2-D or 3-D artwork or model positions to create the illusion of movement”.
The lens, which is an optical illusion of motion caused by the phenomena of persistence of vision, can be graded and shown in a variety of ways. The most popular way to present animations is through a motion picture or video software, while alternative techniques exist. Animations literally mean “breathe life into something.” A metamorphosis occurs; what was still now moves.
In contrast, advertising is defined as “a notice, picture, or film that informs people about a product, job, or service.” On a broader scale, a notable advertising practitioner has briefly defined advertising as follows:
Advertising is a printed, written, spoken, or photographed portrayal of a person, product, service, or movement that is explicitly sponsored and paid for by the advertiser in order to influence sales, use, votes, or endorsements. (Okwechime 2009.3)
When used to advertise on television, animations allow the developers of the advert content as well as the manufacturers of the advertised product or service with a substantial level of flexibility, which is required to generate something innovative enough to compel the audience to take action.
Animation, as a type of visual communication, is one of the most efficient ways of conveying message. An ancient Chinese saying states that “one picture is worth a thousand words.” Motion movies are more memorable than verbal ones, especially when they have a funny tone.
They convey meaning faster than words, allowing for rapid communication of what would normally take a long time to explain verbally. Motion pictures offer a sense of actuality and authenticity, and hence may be more easily believed than words. They capture and maintain the attention of viewers, and if communication is stopped, the message can be easily picked up.
Animation has long been a popular method of visual communication. They are intended to simplify and crystalize thoughts. They serve as mediums for humour while also educating, entertaining, and influencing the general population.
We must focus our attention on the history of animation and how it came to be used in advertising. Animation is a graphic representation of drawings that conveys movement within them.
A succession of drawings are joined together and typically taken with a camera. The designs have been significantly altered between individual frames, such that when played back in quick succession (24 frames per second), they appear to move seamlessly.
American animator Winsor McCay, as well as French animators Emile Cohl and Georges Melies, were pioneers. Some believe McCay’s The Sinking of the Lusitania (1918) to be the first animated feature picture.
Early animations, which appeared before 1910, were composed of rudimentary drawings photographed one at a time. It was incredibly labour intensive, with hundreds of drawings per minute of film.
The development of celluloid around 1913 made animation much easier to operate. Instead of several drawings, the animator might now create a complicated background and/or foreground and sandwich moving characters between several additional pieces of clear celluloid, except when drawings are painted on it.
This eliminated the need to draw the background multiple times because it remained static while the characters moved. It also produced the appearance of depth, particularly when foreground items were included in the frames.
Walt Disney advanced animation to a new level. With the release of Steamboat Willie in 1928, Walt became the first animator to use sound in his movie cartoons. Snow White and the Seven Dwarfs, the first full-length animated feature film, was made by him in 1937.
With the emergence of computers, animation took on a completely new meaning. Many modern feature films use animation for special effects.
Many of the special effects in a film like George Lucas’ Star Wars would be created using computer animation. Walt Disney Productions and Pixar Animation Studios developed Toy Story, which became the first full
In 1995, a full-length feature film was released that was fully animated on computers.
Animation did not make its way into advertising until the 1920s, when one-minute commercial films began to emerge in movie theatres.
The animation was basic; human and animal figures were cut out of paper and printed on a sheet, then the figures’ joints were moved and shot to create the illusion of movement.
Walt Disney Studios and Fleischer Studios were among the pioneering animation studios. These were the creators of the earliest animated ads, including “Tommy Tucker’s Tooth” and “That Little Big Fellow”.
Despite the early use of animations in commercials, they did not become widely used until lately. Indeed, the computer revolutionised animation production, making it less arduous and providing animators with a greater range of options.
This reason has contributed to the recent increase in animated advertising on television. However, the usage of animations in television advertising may not always communicate the intended message (Belch, 2001).
1.2 Statement of Problem
Human models have always been used in advertising messaging, but the advertising business has recently seen a dramatic shift away from these traditional approaches and towards the usage of animation.
This could be due to the lower efficiency of such commercials featuring human models. Could it be that consumers are tired of seeing the same advertisements day after day?
Furthermore, it has recently been discovered that human model advertisements are no longer influencing audiences as a result of deceptive advertising messages or propergada, highlighting the need for animation in advertisements. Humour has a good influence on individuals.
So, to what extent has the usage of animation in advertisements influenced audience perception?
1.3 RESOURCE QUESTIONS
The following research questions will be answered later in this study:
1. How does using animations in a commercial affect its viewership?
2. To what extent do animations improve the efficacy of television commercials?
3. How do animated advertising affect audience members’ buying habits?
4. To what extent do animated advertising have greater influence on the viewer than nonanimated commercials (live action)?
1.4 PURPOSE OF STUDY
The objectives of this study include:
v Determine the effect of animation on television ad viewership.
v To learn how animation improves the efficacy of television advertising.
v Determine the influence of animated advertising on clients’ purchasing patterns.
v To investigate whether animated ads have a greater impact on the viewers than unanimated commercials.
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