Commercials are television advertisements that promote a product or service for a company. They are usually anywhere from 15 seconds to 2 minutes long and they are created by business executives who are professional experts in advertising, merchandising, and product placement, and focus on conveying appropriate messaging by the company they work for to get potential customers to buy what they make available for sale. Commercials are usually created to “target” a specific audience, or what they would call a target market. For instance, a Swiffer commercial would be shown on television during the day when potential customers are at home and usually take that time to clean the home. The images and the words that are used in the commercials are chosen to get the attention of those who are most likely the regular viewers of television shows aired during the day and those who can relate to what they might see on the screen. Sometimes the commercials can do the job of focusing on their target market so well, that individuals may feel that the commercials are “talking” to them or that someone can see them in their home.
Corporate advertising executives conduct market research through surveys, questionnaires, and focus groups to gather information about when and how their potential customers behave so that they will know how to create their commercials and when they should air them on television. Many companies use corporate mascots to build brand loyalty with customers which in most cases, leads to higher sales and greater profits. Mascots such as Tony the Tiger with Frosted Flakes, the gecko with GEICO Insurance, the Pillsbury doughboy who advertises for Pillsbury baked goods, and the Michelin Man who is the mascot for Michelin Tires, make it so that the visuals in these company’s ads are as effective as the words and the famous phrases they are known to say. We have heard Tony the Tiger say “They’re great!” so long that we often think of it as we reach for a box of that cereal when we purchase it at the store.
Business executives know that the use of animation of all types is helpful to connect to potential customers. They also know that even though children do not purchase items themselves, they can heavily influence what their parents and legal guardians will buy and tend to respond favorably to animated characters associated with products and services. Animation such as computer-generated imagery (CGI), traditional and limited animation, and hybrid live-action and animated commercials might require more time to create and develop but they help build brand loyalty, lead to higher sales, and result in a stable and more profitable bottom line for the products and services offered by many companies.
Below are a few commercials that include animated characters as motion graphics animation to promote products and services. It is important to note that these commercials are all created as videos as opposed to gif photos. Most of them include gif photos, image and text graphics, audio voice-overs, and music. A standard business advertisement is supposed to at least include the answer to each viewer’s questions of what, why, how, and possibly also how much. As you watch these spots, try to remember the last time you saw one of them. Then also, see if you can figure out the answers to those standard questions.
Carmax
Goodyear Tires
Michelin Tires
Can you think of any more commercials and ads for auto accessories that include animated characters as mascots? If so, let us know. Your feedback is welcomed!