A study about the role of Mascots' characters of the advertisement animation films in the food industry branding
Animation is an intrinsically imaginative medium. The human mind goes through a thought process of abstracting meaning from an animated diegetic aesthetic. One of the most important utilities of using animation in advertising is the ability to create environments and characters that could not be accessed or reproduced in real world and by a live action camera crew. These artificial environments can be used to stimulate imagination and desire, to create a fantastical world of possibility, which can then be realized by the purchase of a given product. The affinity between physical world and the model animation in which it is filmed means that it is to a certain extent confined by the physical laws of our world in order to remain recognizable and believable. Of course these laws can are being flouted, model characters can talk and discuss everyday matters like members of the general public, but the relationship between the animated models and the world they inhabit means that when physical law is flouted a sense of the uncanny or the fantastic is achieved. The research at hand is presenting an issue, rotating around the centrality "of the role of Mascots' characters of the advertisement animation films in the food industry branding". Through a passing glance at the history of the formation and stages of the existential bases of Mascot, the eminent and exceptional presence of these characters in the modern days advertisement world, will not be farfetched, in particular in the field of advertising animation in order to introduce the identity and the recognition of the brands of the commercial goods. The key role of Mascots in the deeper recognition and understanding of the identity of the commercial goods, has brought about the connection of these characters with the concept of "branding ", and thanks to the unique, imagination-oriented and attractive characteristics of the medium of animation, they have changed the policy of the advertisement of commercial goods to their own advantage. The collection of the materials for this research has been done through the descriptive-analytic method, which while presenting a description of the nature and a short history of the Mascots of advertising animation films, based on the theories of theoreticians such as Paul Wells and branding strategists such as Wally Olins (2005), Gillian Dyer (2005), Judith Garetson (2004), Ronald Nedrich (2004), Sabrina Neeley (2013), Greg Myers, David Showman(2013), Del vecchio (1997), Roeder(1981), Richard Mizresky (1995) and psychologists such as Piaget, deals with the analysis of the roles of the Mascots of advertising animations in the branding of food industry. Finally, the character of Mascots, in the form of a spokesperson, created a trust and a necessary belief between the consumer and the food products, which ranks among the key principles of the advertising of any commercial product; and has provided an appropriate background for a proper advertising narrative for the food products. This research first focuses on the definition of "advertising and advertising animation" and then addresses the theories and views related to the topic of the research.
Article Type:
Research/Original Article
Honar-Ha-Ye-Ziba: Honar-Ha-Ye Mosighi Va Namayeshi, No. 61, 2019
37 - 48
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