Cartoon characters
have been used by advertisers since television was invented.
Cartoon characters appeal to children because they are imaginative and live in a world that is not the one the child knows. The stereotypical cartoon character in society is safe, goes on adventures and is entertaining to watch. Combining a cartoon character, be it original (XYZ brand cartoon dog) or copyrighted (Superman eating a XYZ cereal) can help link those positive attributes of the character to the product in question. This method can be extremely successful and has been used by advertisers for years.
Instructions
1. Determine whether the cartoon character will be original and designed specifically for the product or a copyrighted character. If a copyrighted character is used you need to obtain permission and pay a fee to the rights holders. It is advisable to use an original character because copyright holders may have high fees or limit what the character can do or say.
2. Hire an animator. Look for an animator with experience working in the corporate and advertising world, one who has an extensive portfolio and good references. The animator will help create the characters for the company.
3. Determine the character's traits. The character should be in line with the brand of the product. For example, a cuddly kitten would not be the best character to advertise a ninja play set. The character should embody all of the characteristics that potential customers may want to possess or experience. For example, many cereal mascots are brightly colored, animated, adventurous, wacky and fun. Children will associate the cereal with being fun and exciting.
4. Brainstorm potential characters. Work with the animator to come up with potential characters for the product. Test the characters with children and see which ones they like best. The information gathered from market research on actual children will be valuable in helping to determine the best character. Ensure the character is culturally sensitive and in no way offends audience members.
5. Finalize the character. Have the animator draw up some final sketches of the character and tweak it based on the market research.
