《A Content Analysis of Animation and Animated Spokes-Characters in Television Commercials.》.pdf

A Content Analysis of Animation and Animated Spokes-Characters in Television Commercials Margaret F . Callcott and Wei-Na Lee This study employed content analysis to examine animation and animated spokes-characters in television advertising. The majority of spokes-characters observed in this study were humans, animal personifications, or product personifications. Characters were more likely to speak for the product than provide visual demon- stration although they did both in more than half the cases. There were far more non-celebrity than celebrity - spokes-characters, and a large majority of them were male. Significant differences were found in the use of animation across dayparts, program types, product classes and product categories. Although no increase was evident in the use of animation since the last study was completed, there was evidence to suggest that the role of animation has been changing in the past decade. Findings indicate that animated spokes-characters are being used more often to present high involvement products to adult audiences. Margaret F. Callcott is a Lecturer in Introduction Advertising in th e College of Communica- tion at the University of Texas at Austin . Professor Callcott received her Ph.D . from The use of animation in advertising is not a new technique , but new the University of Texas at Austin . technology and marketing trend s have affected th e way it is used to sell Wei-Na Lee is an Associate Professor of products . Once a technique reserved for situation s where ther e was Advertising in the College of Communica- little money or motivation to do something more crea