chapter One

1.1 Research background

Since its inception, television as a medium of communication and distribution of information has in turn transformed into an essential component and carrier for the transmission of advertising messages. This is because it is superior to other communication media. The ability to combine images and sounds into a unified whole. This unique factor has allowed advertisers over the years to devise a variety of means to persuade customers to patronize their goods and services.

Advertisers tend to deviate from the status quo of traditionally using humans as role models for their advertising messages as they find and experiment with other ways to effectively deliver compelling messages. One of these variations is his use of animation in television advertising. The Oxford Advanced Learners Dictionary of Current English defines animation as “the process of creating a film, film, video or computer game in which pictures or models of people or animals appear to be in motion”. Wikipedia describes animation as “the rapid display of a series of static images of the position of a 2D or 3D artwork or model to create the illusion of movement.” The crystalline lens is an optical illusion due to the phenomenon of persistence of vision and can be evaluated and demonstrated in a number of ways. The most common way to present animation is through movies or video programs, but other ways exist. Animation literally means bringing something to life. it is transformation. which is still in motion.

Advertising, on the other hand, refers to “messages, images, or films that inform people about a product, job, or service.” In a broader sense, a well-known advertising practitioner succinctly defined advertising as follows:

Advertisement means any printed, written, oral, or pictorial representation of a person, product, service, or movement, sponsored by an advertiser, openly advertised to influence sale, use, vote, or endorsement. At the advertiser’s expense. (Okvechime 2009:

When animation is used for advertising on television, it is necessary not only for the developer of the advertising content, but also for the producer of the product or service being advertised, to achieve something creative that inspires action in the viewer. It offers a great deal of flexibility.

Animation as a form of visual communication is one of the most effective means of conveying meaning. An old Chinese proverb says, “A picture is worth a thousand words.” Videos are remembered longer than verbal messages, especially when it comes to humorous shades. It conveys meaning faster than words, enabling quick communication that would otherwise take time with verbal explanations. Videos are more likely to be believed than words because they convey realism and authenticity. They capture and hold the viewer’s attention, making it easy to pick up on messages even when communication breaks down. Animation has long been a popular form of visual communication. They are designed to simplify and embody ideas. They are a vehicle for humor, educating, entertaining and influencing people.

Animation has long been a popular form of visual communication. They are designed to simplify and embody ideas. They are a vehicle for humor, educating, entertaining and influencing people.

We should continue to look at the origins of animation and how it came into the advertising scene. Animation is a graphical representation of a drawing to show movement within the drawing. A series of drawings are linked together and usually taken with a camera. The drawing changes slightly between frames, so it moves seamlessly within the drawing during fast playback (24 frames per second). Animation pioneers include Windsor McKay in the United States and Emile Cole and Georges Méliès in France. Some consider McKay’s 1918 Sinking of the Lusitania to be the first feature-length animated film.

Early animation, which appeared before 1910, consisted of simple paintings that he shot one at a time. There were literally hundreds of drawings in one minute of film, so it was very labor intensive. With the development of celluloid around 1913, animation rapidly became tractable. Instead of numerous drawings, animators can now create complex backgrounds and/or foregrounds and place moving characters between several other pieces of celluloid that are transparent except where the drawings are drawn. This eliminates the need to repeatedly draw the background, as the background remains static and only the character moves. It also created the illusion of depth, especially when foreground elements were placed in the frame. Walt Disney has taken animation to a new level. He was the first animator to add voice to an animated film in the 1928 premiere of Steamboat Willie. In 1937, he produced his first feature-length animated film, Snow White and the Seven Dwarfs.

With the advent of computers, animation took on a whole new meaning. Animation for special effects is incorporated into many of today’s feature films. Movies like George Lucas’ Star Wars relied heavily on computer animation for many of their special effects. Toy Story, produced by Walt Disney Productions and Pixar Animation Studios, became the first full-length film

A full-length computer-animated feature film released in 1995.

Animation first appeared in advertising in the 1920s when his one-minute commercials began appearing in movie theaters. Animation was primitive, with human and animal figures cut from paper, printed on sheets, and photographed with moving joints to create the illusion of movement. Pioneering animation studios include Walt Disney Studios and Fleischer Studios. These were the producers of the first animated commercials, including “Tommy Tucker’s Tooth” and “That Little Big Fellow.”

Animation was used in advertising early on, but it wasn’t widely used until recently. In fact, the advent of computers has reduced the hassle of animation production and increased the options for animators. This factor has contributed to the recent influx of animated commercials on television. However, the use of animation in television advertising may not convey what is intended (Belch, 2001). 1.2 Problem definition

Human models have been used extensively in advertising messages, but recently the advertising industry has seen a major shift from these traditional methods towards the use of animation.

1.2 Problem definition

Human models have been used extensively in advertising messages, but recently the advertising industry has seen a major shift from these traditional methods towards the use of animation. This may be due to the reduced effectiveness of such advertisements depicting human models. Are people tired of being exposed to the same ads every day?

More recently, it has also been discovered that viewers have become immune to human model advertising as a result of false advertising messages and propaganda, thus making animation necessary for advertising. because it is affected by So how much did the use of animation in advertising affect viewer perceptions?

1.3 Research question

The rest of this survey will answer the following survey questions:

1. How does the use of animation in commercials affect the viewership of such commercials?

2. To what extent does animation enhance the effectiveness of TV commercials? 3. What kind of influence do anime commercials have on the purchasing behavior of viewers?

4. How much more impact do animated commercials have on viewers than non-animated commercials (live action)?

1.4 Purpose of research

The purpose of this research is to:

Find out how v animation affects the viewership of her TV commercial. v Discover how animation enhances the effectiveness of TV commercials.

v Determine the impact of animated commercials on customer purchasing behavior.

v Determine whether animated commercials have a greater impact on viewers than non-animated commercials.

1.5 Importance of research

Due to the novelty of animation in television commercials, especially in the Nigerian scenario, this study was conducted with the aim of expanding and supplementing knowledge in this area of ​​advertising and communication by measuring the effectiveness of animation in television commercials. rice field.

It also provides relevant and actionable information on the impact and degree of effectiveness of animated commercials. This is of great importance to advertisers, analysts and other researchers interested in advertising in this area. This study, in a unique way, solves the problem of the paucity of relevant material in this area of ​​advertising.

1.6 Scope of investigation

This study examines the relationship between animated commercials and viewer purchasing habits by measuring the effectiveness of such commercials. This research focuses on specific transport service providers in Benin City. God is Good Motors and its customers decide whether the animated commercial helped them choose God is Good


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