Need fulfillment of audiences by animated food advertisements

Abstract

A survey was conducted through an examination to study the audience's requirements that animation in food TV advertisements fulfill the needs of audience and to explore whether the needs of audience fluctuate at various levels of animation in TV advertisements. The study employed uses and gratification perspective in order to evaluate the needs animated food TVC's fulfill. This study aimed to study the use of animation in food TVC's as an approach to acquire information, to fulfill psychological and emotional needs in order to escape from reality for personal and social integration. Survey was used to assess the needs of 300 participants (multi stage cluster sampling) of undergraduate students from Bahria University Islamabad, International Islamic University Islamabad, and Foundation University Rawalpindi through a classical experimental method. Results indicated that animated and non-animated TVC's fulfill various needs of the audience. Animated TVC's fulfill more of tension release needs. Consequently this research demonstrated that with the variation in animation in TVC's the needs of the audience that it fulfils also vary. The more the advertisements contain animation, the more cognitive and tension release need is satisfied. Additionally the lesser a commercial contains animation, the more the cognitive need of the audience is satisfied.