INTRODUCTION:Animation has become the new creative advertising trend in todays entertainment industry. As a character-based business, animation can expand the design of advertisement by applying digital content to different media, such as Internet, mobile, phone technology and television. However, little research has been conducted on animated ads and animated ads as spokesperson that identifies whether or not they prove more effective at building consumer awareness about a product or service. Some research suggest that animated commercials can effectively provide visual demonstrations and verbal testimonies for a wide variety of products, while studies on motion, have focused on the relationship between size and speed and emotional response, as well as explored animated object on the internet.The classical conditioning paradigm has been applied to the field of consumer behavior. Many researchers have studied its implications on consumer behavior, and it has been adopted as a process relevant to advertising. Classical conditioning suggests that positive attitude towards an advertised product might develop through a product association in a commercial with other positive stimuli.Attractive colors, jingles, pleasant music, interesting characters and humor are the example of potential unconditioned stimuli used in commercials ads and had a deep influence on consumer

ANIMATION HAS BECOME AN EFFECTIVE TOOL IN ADVERTISING: -

The answer to this question lies within the concept of brand and brand identity. If the aim of the advertiser is to communicate the identity of a given brand as quickly and as succinctly as possible, then animation is an ideal medium.

With a brand identity and to desire to become a part of that identity can be extenuated through the use of a brand character. Animated form and animated characters have been used to sell everything from childrens toys to cigarettes. These characters are intrinsically linked to the qualities of the product that they are selling.

ANIMATED COMMERCIAL AS A NEW CREATIVE PLATFORM: Animation process results in motion pictures that are created by recording a series of still images-drawings, object, or people in various positions of incremental movement, to produce the illusion of unbroken motion.Some researchers emphasize that animation is a highly effective design tool for capturing viewer interest and attention Animation usually classified into different categories including CGI [Computer Graphic Image] animation, clay animation [ clay motion], Cartoon animation, film animation, drawn animation, pixilation, puppet animation and silhouette animation. There are thirteen different types of animated commercials, which fall into several functional categories; explanation, demonstration, big model, slice of life, documentary, comparison, image building, symbol, spectacular, production, commercial, and humor.The most common type of animation is drawn on cells and is 2-d. It is a traditional design technique. Advanced technology can create a new style animation. The three-dimensional animation of clay animation is created. In current entertainment industry, clay animation and computer generated animation have become the most popular type of animation in films and televisions commercials. Currently, animated cartoons have become tools to influence peoples opinion in society. Clay animation, computer generated animation, puppet animation are the most popular animation types in todays animation industry. Puppet animation uses 3-d figures that moved incrementally for each frame of film. Pixilation is animation made by using humans and other live subject filmed incrementally in various poses.

RELAITON OF CONSUMERS AND ANIMAED ADVERTISEMENTS:Brand familiarity is the primary focus in consumer behavior studies. First, a consumers familiarity with a product or brand influences concepts as consumer adaptation, self-image, and compliance, and identification. Similar studies should focus on the relationships between brand familiarity, consumer confidence in brand evaluations, consumer attitudes toward brands, and intentions. In term of brand preference, brand choice, and, consumer create meaning to strengthen their identities through brand preference. ADVANTAGES OF ANIMATION IN ADVERTISING:

One of the main advantages of using animation in advertising is the ability of animators to create environments and worlds that could not be accessed or reproduced by a live action camera crew. These artificial environments can be used to stimulate imagination and desire, to create a fantastical world of possibility, which can then be realized by the purchase of a given product. Coco-pops are advertised by a variety of jungle characters that inhabit a fantastical world of imagination and fun that is extremely appealing to young children.Animation can also be a relatively inexpensive process. Pioneers such as Peter Sachs of Larkin studios and Bob Godfrey of biographic, found quicker cheaper animation methods than the traditional fluid aesthetic style of Disney. They employed jagged and rough styling that borrowed from German expressionism. The theory being, to use limited animation to maximum effect. (Thread Gould, 2005) By emphasizing certain details advertisers can allude to certain qualities that can be associated with the product.

Clay animation: Animation of figures created of plasticize , clay, or other

malleable materials

Cartoon animation: Successful at engaging its audience; even the most bizarre

events are easily comprehended

Silhouette animation: Generally animation in which the animated figures are Cut-out Silhouettes of the actual figures.

Puppet animation: Animation of puppets (or other objects) constructed of wood and other materials

Pixilation : Used to describe the process of animating live objects ( usually People) by photographing them one frame at a time

Drawn animation: Animation consisting of images drawn on paper or some Other medium; some specialized forms of drawn animation such as cut-o out animation or direct-on-film animation are separately

Direct-on-film animation: Animation made by painting, etching, or otherwise Altering raw Film -stock.

Cut-out animation: Animation in which the animated figures are paper puppet With hinged limbs.

CGI animation: Animation of computer generated images in which the animation is created by the manipulation of computer software.

TYPES OF ANIMATION:-

NEED OF THE STUDY:This study aims to examine the effects of animation and its relationship to human cognitive and affective process. Furthermore, it motives the readers to gain better understanding why animated ads influence and impact consumers cognition, affection and conation response.Psychological studies on animated ads and emotional response typically identify the form and content of advertisement as critical factor in research.Finding of the study helps advertising agencies to know whether they should repeat ads or bring some modification to increase the satisfaction level of their present and future consumers.

SCOPE OF THE STUDY:This research is conducted in Karachi city for the period of three months only. Information is generated through questionnaire from advertising agency representatives, different experts and members of creative department and by structured interview from respondents.We have also taken the expert opinion from Mr.Tashfeen, who has worked with several advertising agencies and currently working at Time and Space .OBJECTIVES OF THE STUDY:

The subject matter for this research work is to study the influence of animated ads on children. Following are the main objectives of this report. To know the impact of animated ads of different products on children. To know the childrens awareness of animated commercials. To know whether is there any connection between watching habits of children TV commercials and their medium of study or not

LITERATURE REVIEW:-

Animation, which offers entertainment as a form of visual art, has evolved in to character-based business with the potential to expand its base by offering digital content to media such as internet or mobile phones .In addition, the animation market has potential benefit, including the production of animated TV shows and movies, video title sales, and merchandise sales featuring animated characters. The advent of advanced technology in the 21st century has led to more developed computer graphics that allow animation to extend into computer games, TV, commercials, and blockbuster films.Originally, animation terminology referred to its medium as a means of creating a complete representation of reality because animation can create the true nature of what we are seeing in movies and TV because of its ability to fill the gaps when reality simply doesnt look real enough. Many research studies are conducted previously by many researchers including both the local and foreign.some researches previously conducted are discussed below; Animation is the process of linking a series of slightly different drawing together to simulate movement [Wilson 2005]. Animation can be recognized as it mean to be produced the world beyond all imagination. Many advertising practitioners have recognized animation as a new advertising design tool and a form of visual art in the current entertainment industry.The greater part of marketers use mass media for their mass marketing and the choice of media is dependent on the type of message to be conveyed ( ERICK GARWIN; 2009) Reactions over TV advertisements seems to be stronger over print media specially for animated advertisements (SHAH &DSOUZA 2010)Advertisers can strongly influence the purchase decision of consumers especially of animated advertisements (Ms.URSHELLA RIAZ; student of Karachi school of arts and technology 2012)Animated advertisements are the cost effective mean to advertise a product or to create awareness regarding any issue (Mr.OMAIR; LUMS Pakistan 2013)

STATEMENT OF THE PROBLEM:Through this report we want to find out the influence of animated ads on consumers, so the statement of the problem would be Why Consumers Are Influenced by the Animated Ads on Electronic Media.RESEARCH METHODOLOGY:-

Research Design: The research design selected for this report is Descriptive research studies. Descriptive statistics of independent variables i.e: colors, cartoon characters, jingles, pleasant music is tabled to show the dependent variable i.e.: impact of children on electronic -media.

Data Collection Method :-

The required data was collected by both primary and secondary sources. The data objectives are described from the research objectives and their determination rests mainly on the research

Primary data ----------- Questionnaires and structured interviewFrom representative of Time & space Pvt Ltd Mr.Tashfeen Arshad (director media strategy) .The structured interview was also carried out from the children of 5 15 years age.

Secondary data --------- Research reports, published articles and internet. It is collected from the research report conducted by Karachi School of Arts, but their subject matter targeted consumer at large. Other sources include specific industrial data, internet, Newspaper articles and other published research papers.

RESEARCH INSTRUMENT:Instrument : Questionnaire (personal administered) & Structured interview.Instrument design: Both open and close ended questions in questionnaire.

Comments on research instrument:-

Both the research instruments of Questionnaire and Structured interview proved to be quite satisfactory as we got fruitful results

Because our respondents were children so it was the most appropriate option to ask targeted questions in the form of questionnaire

Structured interview from agency provided us a detailed information regarding our research study and that was exactly we desired.

Problems encountered:-

Most of the Children were not aware of the meaning of the word of animated advertisements Some were aware but their attitude was irresponsible. Due to the final exams of children delayed responses w and some were returned blank On the agency spectrum Y & R did not acknowledged our visit due to companys policy Mr.Tashfeen (time &space) also did not approved our visit however we made online conversation with him through conference and skype call.

MEASUREMENT SCALE USED:-The measurement scale used was nominal scale because the research is qualitative and we found the perception of children of different age groups and their attitude towards likeness or dislikeness of product in relation to animated advertisements.

SAMPLING METHOD:Two types of sampling are being used by the marketers: Probability sampling Non probability sampling

Probability sampling is a method for drawing a sample from the population such that all the possible samples have a known and specified probability of being known.Non probability sampling is a sampling procedure in which the selection of population elements is based on the part of judgment of the researcher or field interviewer.The sampling method for this report was probability sampling because here each sample has an equal chance of being selected and again it would simple random sampling.

Sampling criteria:- Sampling technique: Simple random sampling Sample size: 171 respondents Sample unit : within Karachi city Target population: 200 Sampling type : Probabilistic (stratified) Time dimension : Cross sectional (from march 20th till may 08th may ) Stratified Sampling : We used stratified sampling therefore we assigned two Consecutive number for each strata; 1 for children of age 5-10 years (55.6%) 2 for children of age 11 -15 years (44.4 %) Response Rate : 85% Valid response : 171 Invalid responses : 29

PERIOD OF STUDY:The research is cross-sectional which is carried out for 2 months. EXPECTED CONTRIBUTION OF THE STUDY:

The research will help to understand why children are influenced by the animated ads on electronic media.

BENEFICIARIES:Beneficiaries of this research would be: Advertising agency Students Karachi University of Business School (KUBS) Prospective researchersLIMITATIONS:The major barriers in conducting the survey were:

1. Time limitation :-For a researcher time has always worked as a barrier to the research process. As we took interview from the children aging 5 to 15 years time has always worked as a limitation in our research process. Lack of time availability of facilitators of ad agency and experts also add to this limitation.

2. Financial and budgetary limitation Another limitation for this study was lack of finance. We facing the problem of exceeded Research cost to our budgeted cost as we allocated in our RFP.

3. The volume and statistical analysis and interpretation of data was time consuming.

4. Issue of confidentiality by agencies created problems when presenting findings

5. collection of qualitative data was more time consuming

6. Because sample size was comparatively small it was not possible to generalize results on overall population.

7. Unpredictable behavior of respondents

SPSS CALCULATIONS AND OUTPUTS:-

REGRESSION ANALYSIS THROUGH

HYPOTHESIS TESTING

Spss output:-

Variables Entered

ModelVariables EnteredVariables RemovedMethod

1hours_spenta. Enter

a. All requested variables entered.b. Dependent Variable: ani_mation

Model Summary

ModelRR SquareAdjusted R SquareStd. Error of the Estimate

1.297a.088.083.21683

a. Predictors: (Constant), hours_spent

ANOVA

ModelSum of SquaresdfMean SquareFSig.

1Regression.7681.76816.327.000a

Residual7.946169.047

Total8.713170

Coefficients

ModelUnstandardized CoefficientsStandardized CoefficientstSig.

BStd. ErrorBeta

1(Constant).724.0809.028.000

hours_spent.149.037.2974.041.000

a. Dependent Variable: ani_mation

Hypothesis testing

Null hypothesis: Ho: level of consumers influence Depends on No of hours theyspent on watching animated advertisements

Alternate Hypothesis: HA: Consumers influence DOES NOT depend on No .of hours they spent on watching animated advertisements

Level of significance: = 0.05

Test statistic: F Test (F-Cal) 16.327; p value (0.000)

Decision rule:- F-value (16.327); 0.000 is