Animation as a Persuasive Tool in Internet Advertising Messages: A Study of University Of Ghana Students

Abstract

The purpose of this research was to find out how animation affected internet advertisements. This study was conducted to see if, by incorporating animation into internet ads, these ads may become more effective at influencing audiences. In essence it sought to find out if animation enhanced the persuasive effect of internet ads. This study was conducted within the framework of the hierarchy of effects model. This model suggests that individuals are persuaded in three main stages. The stage of cognition, the stage of affect and the stage of conation. It goes further to state that before anyone can be persuaded to do anything, they must first go through these three stages. Advertisers have continually constructed messages with this model in mind to help persuade more audiences. Researchers have however differed in their views as to how the stages of the model should be presented. This study used an experiment to gather the necessary data. Eighty students from the University of Ghana, Legon partook in this experiment. Findings of the study revealed that animation in internet ads does have an effect on individuals. It identified that individuals were likely to recall ads that had animation present within them. It also found that individuals were more likely to have a positive attitude to these animated ads. However, there was not enough evidence to show whether animation in internet ads can influence an individual to click on an ad to find information regarding the product or service being advertised.