Determination of key aspects of effective anime style advertising

Details

Supervisors

Lina Pilelienė

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

Anime style is a popular phenomenon that is widely used in many media internationally, and sometimes in advertising, but the aspects that determine the effective use of anime style have been understudied. The research problem of this study is – what are the key aspects of effective anime style advertising. The object of the study focuses on the key aspects of effective anime style advertising, with the aim based on theoretical analysis and empirical investigations determine the key aspects of an effective anime style advertising. The methods used were case studies, interviews, AI technology (Chat GPT) to generate propositions, which were then validated by expert evaluations. The results of this study showed that anime style advertising captures attention, is emotionally appealing, and increases brand recall, and uniqueness. The empirical data helped us to choose advertisements in the anime style for analysis, confirmed theoretical argumentation, research statements, and the expert evaluations of Chat GPT generated proposals based on the given results. Therefore, the research concludes that anime style is an efficient advertising resource to grab the attention of consumers due to the uniqueness, visual and emotional persuasion, provoking a higher degree of interest in the brands. As for future prospects, research could focus on to wider demographic groups, as well as exploring comparative research methods and analysis, in order to collect data about the usage of anime style advertising across different countries.