After watching the TV advertisements in class on Thursday, I started to think about the use of animation for marketing. Some of the most famous and longest lasting “cartoon” characters are actually results of advertising. It is because people are able to associate brands and products with a character that is able to change depending on the changes in culture, that animation characters are so popular with advertisers.
One of these animation characters, that was one of my favorites as a child, was Tony the Tiger who sold Frosted Flakes cereal. Boxes of Frosted Flakes featuring Tony began in 1951, but it was not until the 1970s that Tony became animated and developed a personality that captured the attention of kids. Tony’s look evolved over the years as the looks of animation and the different cultural styles changed.
Another example of this animation marketing that has grown over the years is the Keebler Elves. The Elves were first used in 1968 and have developed a story line over time. The “head elves” of the Hollow Tree Factory, where the elves work, has changed a couple of times and more elves continue to be added. For every commercial using these elves, depending on which product they are selling, the different personalities of the elves come out. The elves were so popular on the advertisements that they transitioned into being a part of the Keebler logo.
Some more examples of these advertisement characters are Jolly the Green Giant, the Brawny Man, and Snap, Crackle, and Pop.
ETA: I commented on Myca Taylor’s blog and Christopher DeMarco’s blog
March 21, 2010 at 11:32 pm |
I too wrote about animated advertisements. You are right, these do seriously help with brand association. It also helps market to a very easy target, kids. With kids on their side, many companies are sure the parents will just follow their kids preference, assuming it is not too unhealthy.
March 21, 2010 at 11:46 pm |
This really makes me wonder why it took companies so long to realize how affective cartoons are. Cartoons had been around for quite some time by the 50s and 60s and had come a long way…so why take so long to use them to market to kids? Perhaps the market was geared toward adults in those advertising times.
March 21, 2010 at 11:52 pm |
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March 22, 2010 at 1:49 am |
[...] Blog Post #8: Animated Advertisements « Wittel's Blog [...]
March 22, 2010 at 2:27 am |
Well, I have to say, a lot of the animated advertisements tend to be the more entertaining ones. Some of the most memorable characters are actually from advertisements. I mean, there’s Tony the Tiger, The Green Giant, Cap’n Crunch, etc. I also have to completely agree with your thesis, we usually do associate certain things with certain characters, if something happens to have one tied to it. I remember as a kid loving all the cartoon characters that were used for advertising, it made the commercials fun for me, which is sad.
March 22, 2010 at 2:33 am |
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March 22, 2010 at 7:10 pm |
You are very correct on your blog. These charectors start out just as a symbol and after years begin creating scenarios in whcih you can relate to and want to consume their products. I was thinking more along the lines of M&M’s commericals. These charectors have sky rocketed past just commericials. They are used as themes to peoples decor. I was at someone house the other day and when I walked into their bathroom, they had M&M’s all over their shower curtains, soap dispensers, ect. I was shocked at how a icon that is suppose to sell something has become a huge fad but as a great marketing scheme. For example, when I walked out of the bathroom I had a urge to buy some M&M’s on my way home. I ahd a craving that did not exist before entering that bathroom. Maybe this person should get a cut of the profits of M&M’s since she is selling them in her bathroom. lol Good job!
March 22, 2010 at 7:12 pm |
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March 23, 2010 at 2:07 am |
Come to think of it, cartoon cereal mascots really do personify and can easily make kids link the character to whatever they’re advertising. I can’t really think of the cereal Trix without thinking of the Trix Rabbit and how he’s always been getting foiled by those rotten, selfish kids.
March 23, 2010 at 2:21 am |
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March 23, 2010 at 4:11 am |
Yea I think the cartoon characters used in advertisements definitely stick with the viewer more. Its a great way to advertise brands, and it works for both child and adult audiences. The cartoon characters usually are advertised with the product’s slogan too, so when a person sees the character they get reminded of the product, like the Cheetah that wears sunglasses and advertises Cheetos. Its a great way to market a product. I think that might be one of the reasons that I see more and more advertisements for things like household cleaning supplies (Mr. Clean) to a cartoon from a company advertising tires. I think people have come to understand the appeal of using animated characters to advertise their products, especially since these animated characters are capable of doing more than human actors would. Great Post!
March 23, 2010 at 6:29 am |
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May 6, 2010 at 4:37 am |
[...] Blog #8: Animated Advertisements [...]