Abstract
The dominance of animated spokes characters in advertising for children has particularly brought a significant focus to research. Children’s receptiveness towards animated characters helps enhance product recognition and fosters positive brand associations by engaging children’s emotional and imaginative readiness. Emotional appeals such as fun, happiness, and nostalgia direct children’s advertising, creating memorable experiences that strengthen brand recall and loyalty. Whereas, rational appeals like nutritional value or product benefits lead to product interest and desires for purchase. Several studies reveal that such appeals often, paired with the use of both emotional and rational appeals in television commercials lead to shaping brand attitudes, brand perception and purchase intention. A content analysis of 50 TV commercials found that emotional appeals (like fun, happiness, and humour) influence children’s advertising, especially in the food and beverage categories and gender-based preferences emerged. The Elaboration Likelihood Model (ELM) and Source Credibility Theory provide a theoretical framework for understanding how children process advertisements. To summarize, while emotional appeals are prevalent in children-centric commercials, the impact of “spokes characters” on brand attitudes depends largely on trust and the consumer’s brand experience. Animated spokes characters, with their ability to engage children emotionally and establish trust, are powerful tools in shaping brand perception and driving purchase intentions. As the advertising landscape continues to evolve, these characters are expected to remain key assets for brands, fostering lifelong consumer relationships and building strong brand loyalty among young audiences.
Presenters
Gouri MalhotraAssistant Professor, Amity School of Communication, Amity University, Uttar Pradesh, India Aman Vats
Professor (Media Skills and Assessment) & Deputy Director , Amity School of Film and Drama, Amity University Uttar Pradesh, Uttar Pradesh, India Laksh Narang
Advertising, PhD Scholar, Delhi, India
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Television Advertising, Gender Differences, Emotional and Rational Appeals. Buying Behavior
