When we think about animation what our mind can recollect are few funny cartoons, ferocious characters, imitation of the real world make us laugh on their every move and enjoy the beauty of creativity. But animation no longer remained a means to entertain us, it is considered as a powerful tool for communication in advertising, business, and technology. Animation now not considered as the entertainment piece only, it is not confined to cartoon shows and films that make us laugh. Animation now is a new entrant in the company’s marketing strategy.
Besides the film and video industry, the advertising industry is the next big sector to provide employment to animators. According to one of UK’s animation company Three Motion Media, between 2012 and 2013 40 % business has included animation in their marketing strategy. However, the recent rise in the use of animation signifies the expressive nature of animation and its ability to communicate brand sprite, and most importantly it delivers message in a story telling way which has impressive power than any other medium of communication.
The Rise of Animation in Advertising Industry: A Brief History.
Animation remains part of the advertising industry for so many years. Animation have great story telling capacity that makes it a perfect marketing pitch. The animation in use for so many years for conveying the message and communicating people through motion.
The history of animation dates back to the golden era of American animation, which signals the beginning of sound cartoons in the 1920’s and the late 1960’s. That was the time when some of the globally popular cartoons like Mickey Mouse, Bugs Bunny Popeye, and many more created by Disney. Later in 1940, animation got a place in advertising when television commercials became popular in 1940. Cartoon characters which were used in 1950’s that are still in use today, including the Trix Rabbit and Cap’n Crunch.
One important aspect of animation is that it is utilized in various ways. The company could create their look and use their own medium. Stop motion allows an advertiser to use the item they are selling to be walking, talking or even dancing stars of the show.
Other famous animators those who transformed the concept of advertising with their creativity such as the great 2D animator Eric Goldberg. After entering the animation world, Eric Goldberg moves to London and started his own London-based studio, Pizazz Pictures with the intention of producing a television commercial.
The present scenario of Animation in Advertising: And How important it is?
In recent years, many products use cartoon animation in their advertising. Few cartoon characters became the brand ambassador of some brands which they have endorsed. Featuring a cartoon character or having a well-known character that introduce the product makes the commercial funny, recognizable and palatable.
Creating a promotional campaign in an animated form will let you save your time and money. No hassles in celebrity booking, or spending cores of an amount in production cost. Here we are presenting a handy list of extolling the virtues of animation.
People believes that animated commercials are much costlier compared to a live production. But this is not true. If you want your advert to be memorable, you need to appoint a celebrity for that. Hiring a celebrity will fetch lots of money from your pocket, and also you need to pay salary to the entire production team. Casting a star for your commercial is a very expensive affair. On the other hand, you can reduce your expense by creating the characters online.
Animation Saves Time:
Shooting for a live production commercial takes only a few days, but that is only the be gaining. After the shooting, their are several steps associated with post production. Post production takes lots of time and helps from others for editing and voice over. Instead of struggling with the cast and the production team, if you chose animated video for your commercial then you can save both your time and hassles. Even if you select an animation production company instead of doing it yourself then also it will take less time. And in animation, you are getting a chance to chose how and with what emotions they will say it.
And Animations are timeless:
Brands are using trending celebrities for their commercials. But the problem lies after few years when the celebrity’s flame burns out, so does the relevance of your commercial. For your business you must want to create a commercial which is timeless and doesn’t loose it relevance with time. The character in your advert is all grown up with time then you have to cast a new character and also need to change the content. Whereas animation enables you to adjust your character older or younger accordingly.
These are just few of the reasons for which you can adopt animation for your company’s commercial. It all depends on how you want to represent your company’s brand and requirement of the brand. Animation in advertising is a thoughtful and interesting way to approach an idea.
By making use of an animation character as your brand ambassador you will create a timeless recognizable character that will become the brand ambassador of your brand. This is the beauty of animation.