The effect of CGI adverts on brand image creation and consumer perception

With the rise of digitalisation and social media, the importance of digital advertising has increased significantly worldwide. Now regarded as one of the most effective, powerful and budget-friendly marketing tools for businesses, digital advertising has become central to marketing strategies. Furthermore, the rise of Computer Generated Imagery (CGI) has revolutionised the advertising industry. CGI adverts are known to be more effective than real-world celebrities and human influencers because they offer more freedom to influence the viewer, even if the assets of CGI adverts are not real. Therefore, many leading brands worldwide are trying to communicate more effectively with consumers by increasing the use of CGI adverts. This study examines the effects of CGI adverts on brand image building and consumer perception. The effects of the visual quality and realism of CGI adverts on consumers were investigated through focus group interviews. The 5 people selected for the focus group of this research were shown CGI advertisement films made in 2023 and their opinions and attitudes towards the effect of the advertisement on brand image building and consumer perception were tried to be learnt with the questions directed to the participants. The findings show that the effective use of CGI advertisements can significantly affect consumer decision processes.