Abstract:
The paper “Role of advertising appeals in animated advertisements and their effect on brand recognition in children” aims to explore the major advertising appeals used by advertisers to target a huge market of child consumers and their association with brand recognition for the said product. The literature review suggests that advertisers tend to use emotional appeals and product appeals the most to attract young children. The content analysis of a total of 10 animated advertisements showed that 5 advertisements used emotional appeals and the other 5 used products appeals. A survey was conducted among 100 children aging from 4-8 years. The survey was designed in match the column form keeping in mind the developing cognitive processes of young children. The results of the data analysis concluded that the animated advertisements using emotional appeals create equal or less brand recognition than animated advertisements using product appeals.
