Author/Authors
ÖZCAN, Berna Özlem Mustafa Kemal Üniversitesi - Güzel Sanatlar Fakültesi, Turkey
Title Of Article
ANIMAL SYMBOLS AND ITS USE IN BRAND MASCOTS
شماره ركورد
40220
Abstract
Mascots embodied human specific features are one of the important promotional elements. Establishing close contact with customers, they increase the awareness of the brand so that the brand is preferred in the process of buying decisions. Brand or product heroes that have mascots speak to our inner child and in turn our emotions. Mascots selected mostly from animals and carry symbolic qualities just like people such as charming, friendly, cheerful, sporty, giving and so on carry positive adjectives. Mascots, logos, visual imagery such as corporate colors, as part of the advertisement creation components, establish an emotional bond between the brand and target consumers by reflecting the personality of the brand in customers’ mind. In this study, why and how animal symbols are preferred for brand mascots are discussed.
From Page
53
NaturalLanguageKeyword
Mascots , Animal symbols , Brand Characters , Anthropomorphism
JournalTitle
Mustafa Kemal University Journal Of Graduate School Of Social Sciences
To Page
68
JournalTitle
Mustafa Kemal University Journal Of Graduate School Of Social Sciences
Link To Document