The effect of animation characters usage on consumer perception in advertisements

Today, the most frequently used medium for advertisements is television. Television advertisements, which are heavily used by companies, vie with their competitors through differentiation. One type of advertisement in which this differentiation is observed is advertisements which utilize animation. Animated advertisements, which are now very frequently used in television advertising, are the main variable of this dissertation. In this study an attempt has been made to determine whether animated characters used in television advertisements form a consumer buying behavior or not. Analyses have been performed based on the data obtained from a survey which was conducted with 1000 consumers, determined by the convenience sampling method using 2014 census data from the Turkish Statistical Institute. According to the results of the study, in which Independent Sampling T-Test and One Way Variance Analysis (ANOVA) were used, it has been determined that advertisements involving animation have produced positive contributions to consumer buying behaviors. Key Words: Animated Advertising, Television Advertising, Consumer Behaviours.