Animation in Advertising: Clarity, Certainty and Aliveness - Essay Sample

Introduction

According to Masson (1999), animation as a technique in which images employed to appear to move while advertising is something that attracts the attention of customers to a given product or service. Animation advertisement is an advertisement that entails short videos that converse clearly and hastily and convey information in a creative way that is easily remembered by the targeted audience. In the ad, Animation gives a feeling of certainty and aliveness. It also aids in clarifying any relevant information about the product or service to the customers and get the idea passed across swiftly. The primary importance of using Animation for marketing purposes is to make whatever advertised exciting and exceptional.

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When publicizing a brand in the market, the company should consider using animated advertisements because it is cost-effective, it is more active, there is a lot of creativity, the advertisement stands out from the crowd, it creates character, it is timeless, and it saves time. Advertising using Animation considered fun to watch by the targeted audience since the animated images give organizations together with its brands an opportunity to depict themselves in ways physical advertisement cannot (Singh, & Rathee, 2017).

Singh and Rathee (2017) suggested that when advertising goods and services through animation, the organization sets apart from the other competitors. The advertisement used should be unique; this makes the product advertised increase the shelf life of the advert. In the processes increases the number of consumers of the product. The animated advertisement has a permanent impression on the consumers who deal with the product advertised. Even if there are other options they can opt for, they become loyal customers hence increasing the profit of the product sold despite the stiff competition on the market. It increases profit and the number of customers dealing with the product.

On many occasions, the organizations find using animation during advertisement very arguable. Because of the company prefers celebrity advertisement instead of animation. Using celebrities to advertise their product.it is achieved by concentrating on the person's money, fame, to help promote the goods and services offered by the company. Celebrity advertising significantly increases the publicity of the product and influence sales. The use of animation has several advantages as compared to other types of advertisement. As technology advance, customers prefer creativity employed by the organizations, and employing animation is considered more creative than other traditional advertisements. Most of the customers find animation fun to watch since it contains hilarity aspects that keep the viewer interested, and in the end, it creates an advanced viewer assignation.

Animated2Explain (2017) explains the role of animation in the advertisement. Animation can capture the critical details of the company's goods and services by precising correctly the goods and what customers understand about the product. Animation advertisement has less expenditure for labor, this helps the company to save when having a budget for the cost of production, and less time used to come up with the correct advert. Animation advertisement allows the company not to stick to what is realistic or possible as they would do in celebrity advertisement; this increases the creativity in the advertisement hence creating more impressions that increase the number of viewers who are interested in watching the advert and buy the product advertised. The animation advertisement is considered a brief visual, which comprises sound, which allows the viewers to have details of the product advertised within a short time, making them interested in watching hence improving their understanding and of the product before they move on with whatever they are doing.

Audience help in animation advertisements since consumers love creativity. Animation advertisement options are unlimited. The company can be as creative it wants when coming up with what the advertisement should entail without having a concern about physical limitations that real-life commercial faces have when designing an advert. Animation advertisement has the capability of breaking the scrolling pattern that real-life commercial faces usually follow and capture the attention of the customers. The design used during the advertising process can keep the customers continuously look at your advertisement, and the new customers who are interested in searching for more details about the product online can opt to watch the animation advert for more information. It means that the new customers will stay on the company's web page longer and can look for other products and buy via the web. It increases the sale rate of the company by encouraging the customers to share the advert via different platforms to increase the number of consumers of the goods.

The number of audience viewing the animated advertisement also increases distinguishability within the company's products and services; it helps the company to attract other stakeholders to expand their business dealings. Achieved by increasing the number of viewers on the advertisements, the company comes up with the use of animation. The audience viewing the advertisement in many cases, their numbers increases if the advertisement channeled through social media like Facebook and YouTube. The company is in a position to know the number of viewers who are attracted by the posted advertisement and understand the customers' needs.

Animation advertisement reduces the marketing costs of the products. The typical animated promotion video charges range from $3K to $10K a minute. For example, Explainer Video one of the best animation advert costs $300 to $500 a day. The best animation advertisement is Rhombus Network - Yum Yum videos. In many cases that animation studios often do not offer pricing on their websites, making it easy for the company to consult and come up with the budget required for the advertisement. Because animated videos are tailor-made, hence the company has to budget for the advertisement considering the labour and resources needed to do the advert.

Budgeting for animation advertisement in many cases considered to be challenging and knowing the production cost of the ad can help the company to have ideas of what to include and what to exclude during the production according to the price (Kucharska, 2018). The length of the advertisement. Looking at the length of advertisement help the studio to budget the number of designers and animators needed for the project, hence making them estimate the cost of the whole process making the company adjust its budget for advertisement. The advantage of considering the price is that the company gets a reduced rate for longer videos and longer videos help the company to include all the necessary details that the customer must know concerning the goods fold and the services offered using the 2D cutout animation or frame-by-frame animation.

Conclusion

In conclusion, the company should consider the following when budgeting for the advertisement. The length advertisement to be sixty seconds. A multi-colored flat design in cutout technique with a 2D or a 3D style, when the advertisement has more than two characters when the advert contains music or voiceover, and any other sound effects. The animation would cost approximately 6-10,000 USD, which is considered cheap as compared to the profit that the company will gain for using animated advertisement (Kucharska, 2018).

References

Animated2Explain. (2017). Role of Animation in Advertising. Retrieved from https://www.animate2explain.com/blog/role-of-animation-in-advertising/

Kucharska, G. (2018).Pigeon. How Much Does It Cost to Produce Animation - and Why? Retrieved from https://www.studiopigeon.com/blog/how-much-does-it-cost-to-produce-animation-and-why/

Masson, T. (1999). CG 101: a computer graphics industry reference. New Riders Publishing. Retrieved from https://dl.acm.org/citation.cfm?id=554537

Singh, J., & Rathee, N. (2017). Role of Animation in Advertising (Doctoral dissertation, Lovely Professional University).