Earticle

초록

영어

The motivation forthe study was to examine the effects of animation and its relationship to human cognitive and affective processes by categorizing the different types of animation and live action featured in television commercials. A 3 (types of commercials (clay, cartoon and real human based commercials) x 2 (degree of involvement: high versus low) between-subjects factorial design was employed on dependent variables in the experiment. The results indicated that animated commercials can more effectively provide visual demonstrations, which, in turn, induce better recall testimonies for products. Also an implication of this study is that animated ads should take into account the influence of lower-level peripheral processing routes on viewer persuasion. Animation has become an important design tool in recent graphic interfaces because they motivate consumer actions and draw viewer attention to specific product features. Animation has become the new creative advertising trend in today’s entertainment industry. As a character-based business, animation can expand the design of advertisements by applying digital content to different media, such as the Internet, mobile phone technology, and television. However, little research has been conducted on animated adsand animated characters as spokespersons that demonstratewhether or not they prove more effective at building consumer awareness about a product or service (Bush et al. 1983; Callcott and Lee 1994; Van Auken andLonial 1985). Some research suggests that animated commercials can effectively provide visual demonstrations and verbal testimonies for a wide variety of products (Callcott andLee 1994), while studies on motion (Detenber and Reeves 1996; Detenber et al.1998; Sundar andKalyanaranman 2004) have focused on the relationship between size and speed and emotional response, as well as on how animated objects on the Internet leading to animation could influence human cognitive processing and increase viewer attention to ads. Given the paucity of previous research on animation, this remains a relatively new genre in advertising design. This study aims to examine the effects of animation by categorizing the different types of animation featured in television commercials and determine their influence in consumer attitude formation such as affect, and conation responses. This paper will begin with a closer look at animation and will continue with the development of hypotheses, experimental methods, result, and an analysis and discussion of results.

목차

Abstract
THEORETICAL AND EMPIRICAL BACKGROUND
The Animated Commercial as a New Creative Platform
Effects of Animation
The Role of Involvement
METHOD
Experimental Stimuli
Procedure
Product Involvement Manipulation
Variables and Measures
Involvement Manipulation Check
EXPERIMENTAL RESULTS
Discussion
Limitations and Suggestions for Future Research
REFERENCES

저자

• 진창현 [ 한국외국어대학교 언론정보연구소 연구원 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  동서언로 [THE EAST WEST CHANNEL]

• 간기

  반년간

• pISSN

  1598-8805

• eISSN

  2508-4801

• 수록기간

  1985~2026

• 십진분류

  KDC 070 DDC 070