Influence of Animation in Indian Advertising Industry A Thesis Submitted to For the award of DOCTOR OF PHILOSOPHY (Ph.D.) IN FINE ARTS By: DEEPAK KOCHHAR 41400074 Supervised by: DR. PAVITAR PARKASH SINGH Professor and Associate Dean Lovely Professional University LOVELY FACULTY OF BUSINESS AND ARTS LOVELY PROFESSIONAL UNIVERSITY PHAGWARA-144411 (PUNJAB) 2019 DECLARATION I do hereby declare that: 1) The thesis entitled “Influence of Animation in Indian Advertising Industry” is a presentation of my original work completed under the kind guidance of my advisor Dr. (Professor) Pavitar Parkash Singh. All efforts have been made to incorporate the opportune suggestions provided by the Departmental Doctoral Board of Lovely Professional University, Phagwara. 2) The thesis contains no plagiarism and does not transgress the rights of other researchers and authors. Additionally, the researcher confirms that he has obtained permission from the copyright owners whose reading materials have been consulted and utilized in the thesis. 3) The final version of printed and soft copies of the thesis is proofread. The completion of the thesis is in line with the assimilation of the suggestions given by the Departmental Doctoral Board of the University. 4) The submission of the final version of the printed copy of my thesis is in accordance with the guidelines and the exact same content in CD as a separate PDF file to be uploaded on Shodhganga. Place: Phagwara Deepak Kochhar Date: (11400074) i CERTIFICATE BY ADVISOR This is to certify that the thesis entitled “Influence of Animation in Indian Advertising Industry” submitted to the Department of Fine Arts, Lovely Professional University, Phagwara in partial fulfillment of the requirements for the award of the degree of Doctor of Philosophy in Fine Arts is a record of original and independent research work conducted by Deepak Kochhar (11400074) under my supervision and guidance. The thesis has not formed the basis for the award of any degree/diploma/associateship/fellowship or any other similar title to any candidate by any University. The candidate has pursued the prescribed coursework of research, and he has incorporated all the suggestions given by the Department Doctoral Board of the university during his annual presentations and pre-submission seminar held on ____________, 2019. Place: Phagwara Advisor Date: Dr. Pavitar Parkash Singh Professor and Associate Dean School of Design –III Lovely Professional University Phagwara – 144411 (Punjab) ii ABSTRACT Presently advertising has become the need of every company and it has also become essential for the brands and companies to stay in the business and in a race with the competitors. Today there are 812 operational TV channels and 660 licensed TV channels. Moreover, Price Water Cooper has projected this number to reach 1300 and 1600 channels respectively by the end of 2019 and viewers come across television commercials while watching their favorite shows, movies, and programs on these channels. It creates a huge competition in the marketing world for the companies to be in the business as viewers daily see newer things and get attracted towards them. Further, the advertisements these days are so creative that they keep the audience bound with them and not enabling them to switch channels in the breaks during their favorite shows. These advertisements are responsible to persuade viewers to buy a particular product or service. Every marketer and endorser is trying something different which can make their advertisements stand out of the crowd or different from their competitor brand. To provide such a difference in the advertisements these days’ promoters are also using animation. Animation can be in any form either fully or partially it is used in the commercials to make them stand out of the clutter running on the television. Few companies have designed animated brand mascots which have become hugely popular among the audience and have also become the symbol or ambassadors for the brands, for example, Polka dot girl for Amul India, Fido dido for 7up and Zoo Zoos and Zumis by Vodafone to name a few. These mascots have become a symbol of recognition for their respective brands. Viewers recognize these mascots and consider them the face of the brand. The animation is used subsequently in every TVC and make it look different and attractive. Some advertisements are purely animation based such as Kellogg’s Chocos, Amaron batteries, etc. in some advertisements it is used to enhance the product and to show the effect of using the product such as shinier teeth after using the toothpaste or healthy and silky hair after using the shampoo, etc. The main objective of the study is to examine the influence of animation on the advertising industry specially in India. This further leads to explore the impact of iii animated advertisements on viewer’s minds. The study is also to undertake the technical appraisal of use of animation in Indian advertising and further to find out the techniques to improve the effectiveness of animated commercials. To prove the framed objectives researcher has used both qualitative and quantitative approaches. A primary survey with 500 plus respondents of different demographic profiles has been conducted. Interviews have been conducted with top animators and advertising experts of India who are associated with well-known brands. Moreover, 5 mediums of animation have been identified through literature review and 10 advertisements of each medium are studied to know the rationale of using animation in advertisements. Appropriate statistical tools like factor analysis, T-test, one-way ANOVA tests, etc. have been used to analyse the data collected. There are a total of five chapters of this thesis and are written carefully keeping in mind all the aspects of research writing. Chapter 1 provides the introduction of advertising, animation, the use of animation, the emergence of brand mascots, types of animation, etc. Chapter 2 provides a review of literature that how previous studies are done and what has been studied and written previously about the topic of this study. Chapter 3 provides an insight into a methodology which has been used throughout this study. Various research methods have been used to prove the objectives and hypothesis of this study. Chapter 4 is about views, experiences, and suggestions made by top experts of both animation and advertising field. Their opinions and experiences of using animation in advertisements have been quoted. The technical knowledge of these experts has been taken into consideration to improve the effectiveness of an ad campaign and how animation can be used in the future as a powerful tool to stand out of the crowd. Chapter 5 deals with a systematic analysis and interpretation of data. Data is collected through primary and secondary methods of research such as questionnaires, surveys, Interviews, self-study, etc. Also the suggestions have been made for advertisers to use the animation effectively to increase the impact of an ad campaign. Further, the scope of future study and the limitations of this study have been discussed. Deepak Kochhar iv ACKNOWLEDGMENTS It is a privilege to write this acknowledgment and express my heartfelt gratitude for all those who have directly or indirectly helped me in this endeavor. I am thankful to Dr. Sanjay Modi, Head of Faculty, Lovely Faculty of Business and Arts, Lovely Professional University for his encouragement, concern and moral support for the timely completion of this research. I am thankful to Professor, Pavitar Parkash Singh, Associate Dean, Lovely Professional University, Punjab for the guidance, moral support and encouragement extended by him throughout this study and especially during the final stages of the study, which has been instrumental in expediting this work. I am indebted to him for his careful and critical remarks without which this thesis would have been less scholarly. His research acumen and understanding of the subject has proved to be of tremendous help to me. I wish to convey my sincere thanks to Mr. Harish Mittu Assistant Professor, School of Education, Lovely Professional University for his valuable inputs and help in drawing out results using SPSS. I would like to thank Dr. Ajoy Batta, Professor and Head, School of Social Sciences and Languages, Lovely Professional University for his patience, guidance and scholarly suggestions which have been of immense help to me in the present research. I would also like to thank my colleagues in the Department of Multimedia, Lovely Professional University for their encouragement and moral support. I am thankful to my students who have shown tremendous patience during the period of this study. I express my heartfelt gratitude to my friends, relatives and other well-wishers for their support during this study. I will never be able to thank enough my father, mother, mother-in-law and father-in-law for their prayers and support. My better half Jaya and little daughter Samayara deserve special mention for bearing with my negligent attitude and long awakening nights during the final stages of this study. Thank you, Jaya for being there and believing in me. Deepak Kochhar v CONTENTS Page No. Declaration by the Candidate ..................................................................................... i Certificate ................................................................................................................... ii Abstract ....................................................................................................................