Title: Is animation effective for advertising offensive products? Insights from an internet advertising experiment

Authors: Pakakorn Rakrachakarn; George P. Moschis

Addresses: International College, Sripatum University, 2410/2 Phaholyothin Rd., Jatujak, Bangkok, Thailand; Faculty of Business Administration, Asian University, Chonburi, Thailand ' Robinson College of Business, Georgia State University, University Plaza, Atlanta, Georgia 30302-3991, USA; College of Management, Mahidol University, Bangkok, Thailand

Abstract: Technology has been changing the landscape of options available to advertisers, making it easier and less expensive to create animated advertisements. Although animated ads have been increasingly used in recent decades, relatively little is known about their effectiveness or circumstances that might be most effective. The main purpose of this study was to investigate the effects of animation in advertising offensive products. A laboratory 2 × 2 × 2 within-subject experiment was conducted to obtain young adults' responses toward animated and static banner ads of offensive and non-offensive products. The results revealed an interaction between banner ad design and offensive product. Specifically, when used in offensive product advertisements, animated banner ads were not effective in increasing consumer attention, but yielded a positive response in terms of attitude toward the product. The findings support the information-processing model in predicting consumer cognitive responses toward cartoon ads, whereas consumer affective responses are in line with the uses and gratifications perspective, as well arousal and distinctive theories. The study findings can be used to guide ad advertisers and marketers in determining the banner ad designs that are suitable for offensive products.

Keywords: animation; animated ads; offensive products; banner advertising; animated advertisements; internet advertising; young adults; consumer attention; consumer attitudes; banner ad designs; cartoon ads.

DOI: 10.1504/IJEMR.2015.073451

International Journal of Electronic Marketing and Retailing, 2015 Vol.6 No.4, pp.259 - 276

Received: 07 Oct 2014
Accepted: 07 Feb 2015

Published online: 09 Dec 2015 *

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