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The Impact of Animated Promotional Character Design on Brand Attitude

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Zhiyu ZHAO, Nick HIGGETT and Grahame HUDSON


The purpose of this study is to determine the crucial design features,
functions and narrative for animated cartoon promotional characters
(ACPCs). Previous research has demonstrated that animated characters
which companies use to represent their brands can be effective in gaining
and holding consumers’ attention. They can be treated as a communication
tool which can provide value for brands. However, most relevant research
was conducted decades ago and focuses on TV advertisements. It has not
discussed the effect of ACPCs towards customers’ brand attitude and has not
examined the design process for promotional characters. In addition, there is
little relevant research into digital media advertisements even though online
advertising is growing. Research is therefore needed into the development of
online animated characters which can effectively and ethically promote
brands to customers. This exploratory and descriptive research includes a
literature review and in-depth surveys with customers to identify their
perceptions to the design components of ACPCs which can influence attitudes
towards brands, and to assess whether or not digital media is an effective
platform for ACPCs to promote brands.


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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