Advertising character

Currently, advertising is becoming increasingly important. One of the interesting directions in advertising and print design is the creation of advertising characters.

Advertising character creates an image of the company, organization (enterprise), product, or service. The advertising image reflects the most characteristic aspects of the subject or event, simultaneously impacting both thought and emotion. There are two types of advertising images:

1) an image as a visual solution of the company’s mission;

2) an image as an advertising character.

Advertising character conveys information in an encoded form, which consumers must decode themselves to receive the visual message. An advertising character is perceived significantly faster than textual information. Reading text takes several minutes, while understanding an advertising image takes just a few seconds. The information conveyed by an advertising character is much more accessible to any social group and does not require translation into other languages.

The image is a more emotional means of impact than text. Emotionality is a type of positive image. The positive emotions created by the advertising character are “transferred” to the product, reducing the level of criticism directed at the advertised product.

Advertising character is an original object designed to create associative links between the consumer and the product or service of the company, aiming to foster a positive perception of the advertisement. The advertising character is not just an image, but a certain role reproduced through graphic and animation technologies. Most often, these are fairy-tale or fantasy heroes, animals, symbolic characters. They look fun and evoke trust in the consumer, demonstrating joy and pleasure.

A successful advertising character can distinguish a brand from its competitors. The memorability of a brand that features an advertising character increases by 15%. This is particularly relevant for small and medium-sized businesses operating in markets where large-scale advertising campaigns are not conducted.

Advertising character can be used in cases where other methods of psychological stimulation are impossible due to legislative restrictions. For example, advertising pharmaceuticals using the image of a doctor. “Doctor Aibolit” comes to the rescue.

Advertising character is also necessary when the manufacturer does not want to emphasize the rational benefits of the product, for instance, if there is no direct competitive advantage compared to other brands. Therefore, to attract attention to their product, manufacturers introduce an attractive advertising character.

Advertising character is an essential component of corporate identity. It can be included in the company logo, used in the design of websites, souvenir and image products, and applied during advertising campaigns and promotions.

Advertising characters can be utilized in any field of activity: healthcare, food services, travel agencies, and the production of household items. When developing an advertising character for banks, construction, and investment companies, it is essential to consider the specifics of the industry.