Animation is a universal language, which can be understood and enjoyed by all age groups. For a diverse and multilingual country like India, it is a gifted medium of mass communication, which has the advantage of transcending regional and cultural barriers. For Indian advertisers, language is a major barrier to promote their products in various parts of India. Particularly, to reach the rural consumers, they are always hunting for a unique medium, which can overrule this barrier and reach every nook and corner of the country. Animation shows an illusion of hope to the advertiser and gives an opportunity to disseminate the message to the targeted diversified consumer. The jingle or music associate with the animated advertisement makes it catchy and is enough for anyone to memorize the commercial.
For example, whenever you listen to the jingle Saamne yeh kaun aaya dil mein hui hulchul, Dekh ke bas ek hi jhalak, ho gaye hum pagal, the animated spokescharacter of 7Up commercial, Fido, comes to mind. This animated spokescharacter has occupied a definite space in the minds of viewers. Like this, everyday we come across numerous television commercials, where animation is used in any way to improvize the visual or message of the advertisement. The ultimate intention of using the animated characters in various promotion campaigns is to sell products. The majority of characters used in television commercials are humans, animal personifications or product personifications. In many cases, these characters speak for the product rather than provide visual demonstration. The techniques that we are using today are more flexible when compared to the earlier days. Before we proceed, let us shed some light on early animation techniques. |
