The effects of animation in TV commercials on information recall. | [Academic Research International • 2015]

Author(s):

1. Nadira Khanum: Department of Humanities & Liberal Arts, Foundation University Islamabad, PAKISTAN

2. Afifa Shareef: Department of Humanities & Social Sciences, Bahria University Islamabad, PAKISTAN

3. Fakhira Khanam: Akhter Hameed Khan Resource Centre, Islamabad, PAKISTAN

Abstract:

The technological developments have increased the importance of consumers and their choice towards television commercials. Therefore now it is even more important for advertisers to develop TV advertising in such a way that it attracts and keeps consumers’ attention. They found new ways of doing it like many started adopting animation in advertising as animation can explain anything the mind of man can imagine. Therefore, this experimental research was conducted to investigate the effects of animation in TV Commercials on information recall. The finding suggest that animation do have positive effects on recalling but it was partially animated television commercials which reported greater recalling, however still fully animated television commercials reported significantly better recalling than video commercials.

Page(s): 349-358

DOI: DOI not available

Published: Journal: Academic Research International, Volume: 6, Issue: 3, Year: 2015

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