Effectiveness of use of Animation in Advertising: A Literature Review

D. Goel¹ , R. Upadhyay²

¹ Department of Commerce, Aryabhatta College (University of Delhi), New Delhi, India.
² Department of Commerce, Aryabhatta College (University of Delhi), New Delhi, India.

Correspondence should be addressed to: deeptinext@gmail.com.

Section:Review Paper, Product Type: Journal
Vol.5 , Issue.3 , pp.146-159, Jun-2017

Online published on Jun 30, 2017

Copyright © D. Goel, R. Upadhyay . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

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Abstract :
Still pictures and objects are made moving through the use of technology known as animation. Cartoons are replacing human celebrities in the advertising. Though people are attracted to animated characters but they don’t know what animation is and what are its kinds and advantages in advertising. Therefore, this study aims at fulfilling this gap by understanding the basic concepts related to animation and its use in advertising. An attempt has also been made to understand the effectiveness of use of animation in advertising. This is a review paper based upon existing literature in the related area. Concept of animation has been explained. Additional advantages provide by use of animation in advertising have also been discussed along with its effectiveness in terms of various factors like attention, recall, click through rate etc. This paper has been concluded with various managerial and research implications.

Key-Words / Index Term :
Animation, animated advertising, computer animation, advantages of animation, styles of animation, Disney, Warner brothers, Japanese anime, effectiveness of animation.

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