Interactive animation: Exploring spokes-characters on the Internet
Home // Business // Advertising
File Size: 467.52 KB
Category: Business & Advertising
Source: advertising.utexas.edu
Because little research regarding animation has appeared in the advertising field,
we turn to general theories of animation from other disciplines to ground
Share this info:
Content Inside:
Interactive Animation: Exploring Spokes-Characters on the Internet Barbara Phillips and Wei-Na Lee We examine one type of animation that has strong positive effects in traditional media—the spokes-character—by asking: how are advertisers using spokes-characters on their Web sites and how should they be using them? A content analysis of corporate Web sites containing spokes-characters shows limited animation and opportunity for interactivity. An experiment that examines the impact of adding animation and sound to character Web sites suggests that animation can increase character liking, perceived entertainment, and Web site liking. A second experiment that examines the impact of adding opportunities for interactivity suggests that higher levels of interactivity increase perceived entertainment, social presence, and Web site liking. The explosive growth of the Internet as a novel and elements would contribute to a consumer’s Internet viable advertising medium has forced advertising re- experience in the same way. Fundamental differences searchers to rethink models of advertising communi- between different types of animation could explain cation and persuasion. The first wave of research in why conflicting effects have been attributed to Internet response to this growth developed overarching con- animation, even by the same authors. Consequently, ceptual models of how the Internet “works” (e.g., in this paper we examine one type of animation that Rodgers and Thorson 2000; Rossiter and Bellman has a strong positive effect in traditional media and a 1999). Now, advertising researchers are moving be- growing Internet presence – the spokes-character. yond conceptual models to examine the myriad of Spokes-characters are animate beings or animated paid communication efforts on the Internet designed objects that are used to promote a product, service, or to persuade (e.g., Edwards, Li, and Lee 2002). Re- idea (Phillips 1996a). The use of spokes-characters in searchers are beginning to isolate the effects of spe- advertising, such as the RCA dogs and Betty Crocker, cific formal features of Internet advertisements, such began over 100 years ago in popular magazine ads; as 3D product presentations (Edwards and advertisers have successfully adapted spokes-charac- Gangadharbatla 2001; Li, Daugherty, and Biocca 2002), ters over time for use in both radio and television. pull-down menus (Brown 2002), and wallpaper graph- Currently, these characters appear in approximately ics (Mandel and Johnson 2002). This paper contrib- 7% of all magazine (Phillips and Gyoerick 1999) and utes to this second wave of advertising research by television (Callcott and Lee 1994) advertising. Within illuminating the effects of animation as a formal fea- these traditional media, spokes-characters have been ture of Internet advertisements. studied as formal ad features that successfully build Internet animation – a series of rapidly changing an emotional connection between the consumer and computer screen displays that represent the illusion the brand (Callcott and Phillips 1996; Phillips 1996a); of movement (ChanLin 2000) – encompasses a wide that is, a spokes-character’s primary contribution is range of phenomena from flashing words (Heo, likability which positively influences attitude toward Sundar, and Charturvedi 2001; Li and Burkovac 1999) the ad (Aad) and attitude toward the brand (Abr). In to harmonica-playing alligators (Coyle and Thorson turn, spokes-character likability can increase purchase 2001) to 3D sock salesmen (Choi, Miracle, and Biocca intention (Callcott and Alvey 1991; Callcott and 2001). It seems unreasonable to expect that these ad Phillips 1996; Stewart and Furse 1986). As advertisers embrace integrated marketing com- munication, they wish to coordinate advertising on Barbara Phillips (Ph.D., University of Texas at Austin) is Professor of Marketing at the University of Saskatchewan. the Internet with their advertising in other media Wei-Na Lee (Ph.D., University of Illinois at Urbana-Champaign) is (Geissler 2001); consequently, advertisers are moving Associate Professor of Advertising at The University of Texas at Austin. Journal of Current Issues and Research in Advertising, The authors would like to acknowledge the help of Jennifer Millard and two anonymous reviewers in completing this project. Volume 27, Number 1 (Spring 2005).
Comments
Related PDF Files
Today Terms
daftar harga suku cadang motor yamaha, harga mobil pickup bekas, harga motor yamaha 135lc, noken as, process control by marlin solution manual, izuzu-phanter, dzogchen center surya das, salicylate free avon, www. yamha jupiterz.com, harga striping supra x 125 R, www.mesin honda modif.com, free e-books, sherlock holmes script pdf, supra X 125 injection, nikon 700d vs canon 5d, harga tie rod toyota corolla, hubberts peak rapidshare, human anatomy and physiology 8th edition download, www.yamaha jupiter z.com, mobil10jt-an, hargamotorbekashondasupra125injection, isuzu panther bekas, Beginning ASP.NET E-Commerce in C: From Novice to Professional fyletype:pdf, The Solid Earth %E2 An Introduction to Global Geophysics torrent, rcvandegraaf, dvr4c on internet, dvr4c on internet, doelstelling anatomische les, introduction to statistical quality control pdf, toko onderdil isuzupather surabaya, HARGA isuzu panther 2009, biology of microorganisms madigan, download, free pdf ebooks, autoradio citroen xsara, JOSE DE JESUS RUBIO AVILA, onderdil racing motor, Buch eos 5d mark II .pdf rapidshare, The Dzogchen Center, rapidshare Bosch Handbook for Automotive Electrics - Automotive Electronics 5th Edition, microbiology an evolving science ifile.it, desenvolvendo websites com php, daftar harga suku cadang toyota, microbiology an evolving science pdf download ifile, Vim 101 Hacks download, microbiology an evolving science pdf download, download Livro Desenvolvendo Websites com PHP, panther 2004, data yamaha jupiter 2009, autoradio xsara, pdf source, matlab simulation of synchronous generator, Harga Isuzu Panther Touring Bekas, sap pdf files, motor suzuki genuine part, pdf e-books strategic planning 2009, Fundamentals of Anatomy and Physiology 6th Edition PDF, supra honda 2000*spesifikasi, daftar harga isuzu panther bekas, harga isuzu panther touring, harga mobil bekas fanther grand taoring 2005, Renault DPO, hand book of print media, the machine that changed the world pdf, Spesifikasi Honda supra fit S, linear optimal control systems kwakernaak rapidshare, about honda supra x 125 cw, spesifikasi honda supra x 125, torrent lasts anatomy, Harga second jupiter z 2010, izusu panther, suku supra x, www.yamaha.com.my, meditations on the occult life pdf, pdf source, accesories isuzu panther, harga onderdil motor, download process control thomas marlin book, deap version 2.1, isuzu panther bekas pick up, onderdil jupiter z, suzuki satria lscm, hargayamaham12009, James Womack Daniel Jones and Daniel Roos called The Machine That Changed the World, suku cadang mazda 626, spesifikasi motor honda new supra x 125 cw, tamiya artikelnummer 58248, suku cadang mazda, introduction to statistical quality control for biology, izuzu panter 2005, daftar harga onderdil mazda, biology of microorganisms ebook, harga onderdil isuzu panther, honda 125 injection, download confessions of an advertising man, PDF SOURCE, harga yamaha jupiter 2009, daftar harga truk isuzu elf bekas, Harga Jupiter 2005, daftarhargasukucadangmobil, spesifikasi mesin supra x 125, Desenvolvendo Websites com PHP download, Rosen TY0710 new york, harga truk, daftar harga truk isuzu elf, m0bil panther, onderdil yamaha, harga panther pick up 90-an, harga panther pick up 90-an, more...