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USE OF ANIMATION IN TELEVISION COMMERCIALS AND LEVEL OF REMEMBRANCE: SAMPLE OF COMMERCIAL FILM ?THANK YOU IZOCAM?

Abstract

Author(s): Sibel AKOVA

Effects of commercials, which have significant effects on purchasing behaviours of consumers, on social life cannot be disregarded. It is the primary aim of marketing communication disciplinary that the individual confronting with numerous commercials during daily routine notices a commercial, directs his/her attention towards the commercial, is affected from the commercial, changes behaviours and attitude with the commercial and remembers the commercial finally. Starting with the creation process of the commercial, the content of product and service related to the commercial, its functions, effects, benefits and usage can only be possible by accurate expression of the qualities of the element requiring promotion. A product and service, explained accurately and created by adorning with impressive aspects of visual communication by means of high level benefits of semiotics far from monotony and in an unusual manner, make the commercial distinctive among its numerous equivalents and cause the commercial to be remembered for years. In order to create difference and awareness and to increase attractiveness of the commercial, usage of technology-based animation, which is a technique of animating supporting many sciences and disciplinary, increases the success of design and fiction, saves money and time and keeps remembrance effects of the commercial at high levels. The technique of animation commercials, fictionalised for positive brand identity association and creation, is one the most effective and primary techniques, which have high level of remembrance within today’s commercial strategies due to its rich visual content, intense effect and emotional intimacy, catching nearly all of the individuals with population differences. The study has examined the use of animation technique in television commercials; the level of remembrance by animation use has been questioned and determined on the basis of commercial film of ?zocam brand, prepared with the slogan “Thank you ?zocam”.

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Citations : 27

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