Abstract
An experiment was conducted to study the audience’s needs that animation
in food TV advertisements fulfill and to explore that whether the needs of
the audience vary at different levels of animation in television commercials
(TVCs). The research employed a uses and gratification perspective to
assess the needs animated food TVCs fulfill. This study aimed to study the
use of animation in food TVCs as a way to acquire information, to fulfill
psychological and emotional needs, to escape from reality, and for
personal and social integration. An experiment was conducted to assess the
needs of 120 participants consisting of 60 males and 60 females (multistage cluster sampling) of undergraduate students from Foundation
University, Rawalpindi Campus through the classic experimental method.
Students were divided into three treatment groups with varying levels of
animation in TVCs and a control group with no intervention. Statistics of
analysis on control and experimental groups indicated that animated and
non-animated TVCs fulfill different needs of the audience. Animated
TVCs satisfy more affective and tension release needs. Findings showed
that with the variation in animation in TVCs the needs of the audience that
it fulfills also vary. The more the advertisements contain animation, the
more effective and tension release need is fulfilled. Similarly, the lesser an
advertisement contains animation, the more the cognitive need of the
audience is fulfilled. The study tends to benefit the animators, advertisers,
and future researchers through a better understanding of audience
perspective of uses and gratification theory using animation in TVCs.
Feroza Khan, Nadira Khanum. (2021) Need Assessment through Animation in TV Food Advertisements: An Experimental Study , Journal of Behavioural Sciences, Volume-31, Issue-2.
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