INDIA, Jun 24 — Animation in TV commercials was brought into action way after animated movies were made. Right from the start advertisers were quick to grab the various possibilities that TV commercial animation had to offer to them. Eg: Kellogg’s started this trend in 1955 along with Murray mints. Kids especially being a great audience to animated commercials are always in awe of such stupendous things and getting an animated commercial does not always guarantee sale of the product but it at least guarantees interest of the viewer
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nimation in TV commercials was brought into action way after animated movies were made. Right from the start advertisers were quick to grab the various possibilities that TV commercial animation had to offer to them. Eg: Kellogg’s started this trend in 1955 along with Murray mints.
The packaging of Kellogg’s had a hand drawn characters and that still runs till date. Kellogg’s took the same design forward for the commercial as well.
Animators and Advertisers were both equally keen to work with each other. Both the industries formed a synonymous bond with each other and a whole new industry emerged with new technology coming in and creative ideas splashing across television screens. This gave rise to various new opportunities in the field of animation as viewers got hold of more than what they saw on the theater screen. New experiments started taking place with respect to ad films and a clutter of animated ads took place which led to immense amount of competition.
Animated commercials were not only a hit with the children but at the same time advertisers started to use animation in ad’s for adults too. In India, Pilsbury atta was a very famous ad where a small Pillsbury boy would help a lady in making roti’s and another ad that was a rage was sunflower oil where a small boy was seen running around freshly made puri’s and jalebis. Though this fad in India came quite late but it proved effective and now we see a hoard of animated advertisements.
The association between model animation and the actual world in which the movie is made means that it has to confine itself to the laws of the actual world so that it looks believable and real. But it’s obvious that these laws can be modified a little in order to get the message of the ad across. The actors or characters in the ad can walk and talk like normal public but if it tends to look like it’s actually there and happening it’s a great achievement.
One of the best things about using animation in TV commercials is that its gives an ability to advertisers to create a different world altogether which is not possible in real world using live actions. You can let your imagination run wild and have a situation which you could possibly imagine happening but it wouldn’t happen in reality. It helps in making the viewers get transported in an altogether new world which they can possibly just imagine and can this helps them live the moment. Kids especially being a great audience to animated commercials are always in awe of such stupendous things and getting an animated commercial does not always guarantee sale of the product but it at least guarantees interest of the viewer.
Animation is also highly used in the case of toothpastes where a company tries to show the parent brand and a competitor brand and compare the usefulness of the brand against the other.
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