Examining The Effectiveness Of Animated Cartoon As Brand Awareness In Tv Advertisement: Evidence From Survey In Malaysia And Jordan

Abstract

Animation is a dynamic visual statement and is frequently used for advertising purposes, expanding the TV advertisement content and causing affective stimuli to consumers. It has been documented that animation may increase TV advertisement effectiveness interms of consumers’ affective, cognitive and conative responses, thus, having a positive and significant impact on their attitudes, including brand awareness and preferences, products’ choice, and intention to purchase, although the role of involvement issignificant for assessing consumers’ responses to TV advertisement. The aim of this paper is to investigate animation influences on advertisement effectiveness, by examining consumers’ responses to animated advertisement (cognitive and affective) as regards intention to buy, taking also into account the role of involvement. Findings suggest that watching animated ads is positively correlated with the intention to purchase. In addition, consumers’ intention to buy is higher by watching cognitive than affective animated ads for the moderate-involved subjects, as well as that for highly involved individuals, intention to purchase is high for both types of cartoon animated advertisements, i.e. cognitive and affective.