Animation within Advertising

Animation within Advertising

Reasons why animation is a powerful marketing tool

• Practical – With no physical limits, animation can be used to show scenes that a camera cannot shoot.
• Cost Effective – Animating a car crash is a lot cheaper than physically wrecking two vehicles.

Animation has dramatically moved forward, Warner Bro’s, Walt Disney and Pixar, and others, have made a massive impact in changing the way animation works, they have changed the way people view animation and they way that is it used. Brands such as “Murray Mints” and “Kelloggs” were quick to realise the potential of animation – Kellogg’s saw a great opportunity to bring life to the hand-drawn character’s already used on their cereal boxes. 

In 2007, Bupa produced a series of animated TV adverts creating typical scenarios that people may face regarding their health and wellbeing. The main style of the animation was not too different to the “Mr Men” cartoons. This approach created a warm and gentle tone, ultimately leading to an over 25% increase in enquiries year on year.

Reasons why animation is used in advertising:

• Quick Visual Summery 
• Easily grabs attention
• Shows things that cannot be photographed 
• Show things that haven't been built yet
• Position a company as technologically sophisticated

 Kelloggs use animation in the way they advertising, they have used an animated character to advertise their brand. I think this is really effective because it has brought to live a character that could never really exist in reality and I think this is especially good to attract children to the brand. Advertising can also attract many different people

This is an another really successful company who used animation in the their advertising. This advert was one of the most successful animation adverts as it attracted everyone at any age. This attracted children as the advert is very cute, teenagers may also find it very sweet, adults could find it quite emotional and it could remind older people of when they were younger. Another thing John Lewis did to make this advert so successful is have animation that is similar to the film Watershed Down, this could have also helped to attract attention to the advert because people remember that film. This advert is that bright or in your face yet it still attracts you to it. Also this advert has a very good storyline although it is quite short there is a full story which people could relate to. Within this advert they used a very good and catchy song to attract people to the advert as well.

This is another successful use of animation within tv advertising. Sky used minions to advert their brand and minions are quite popular already so using them to advert is very clever because it will make people, especially children, want to buy the brand just because they already love minions. Using things that people already know and love to advertise is a very good way to attract people to a brand.