This study presents a design framework for helping Chinese companies and designers to create effective animated cartoon characters for promoting brands. Previous research has demonstrated that animated characters which companies use to promote their brands appear to have a good chance of gaining and holding consumers’ attention. However, most relevant research in this area was conducted decades ago and focused on TV advertisements. There is little relevant research into new media advertisements featuring animated characters in an international context even though online advertising is growing. Furthermore, several academic researchers in China have begun to explore this topic without the benefit of practical research. As a result, the Animated Cartoon Promotional Characters (ACPC) are rarely developed and used although the animation industry has boomed in the Chinese market. ACPC for client companies which are created by commercial designers or design studios are not always in accordance with the preferences of their target customers. A design framework is therefore needed to provide a detailed design procedure for potential customer involvement. In order to achieve this, the Sanyuan Foods Company has been involved as a case study in this research. A series of surveys and focus groups with potential customers and interviews with Sanyuan and professional animators have been employed to improve the design process, to explore and identify more effective design procedures and to develop a design framework for the production of ACPCs. Secondary research has also been conducted in order to trace the historical issues and growth of promotional characters which have been employed successfully by selected companies; to determine the design process and fundamental features, functions and narrative for these animated promotional characters; and to discuss the relationship between different age groups and promotional characters, customers' favour and loyalty. The final framework has been evaluated by the development and testing of a “family“ of 2D and 3D hybrid computer characters for Sanyuan Foods and a series of short promotional animations and web site. Results show positive agreement with theoretical predictions and significant improvement over previous efforts. The research presented here has significant implications for future studies on branding strategy.

Submitted by Ronildo Prado (ronisp@ufscar.br) on 2017-08-17T19:31:04Z No. of bitstreams: 1 TeseSLS.pdf: 1861509 bytes, checksum: 67699187e9b93f72a91ff3376c3d9ed9 (MD5) / Approved for entry into archive by Ronildo Prado (ronisp@ufscar.br) on 2017-08-17T19:31:12Z (GMT) No. of bitstreams: 1 TeseSLS.pdf: 1861509 bytes, checksum: 67699187e9b93f72a91ff3376c3d9ed9 (MD5) / Approved for entry into archive by Ronildo Prado (ronisp@ufscar.br) on 2017-08-17T19:31:18Z (GMT) No. of bitstreams: 1 TeseSLS.pdf: 1861509 bytes, checksum: 67699187e9b93f72a91ff3376c3d9ed9 (MD5) / Made available in DSpace on 2017-08-17T19:31:25Z (GMT). No. of bitstreams: 1 TeseSLS.pdf: 1861509 bytes, checksum: 67699187e9b93f72a91ff3376c3d9ed9 (MD5) Previous issue date: 2017-02-17 / Não recebi financiamento / Questions about the possible influence of marketing on children's food choices have been topics of debate in recent years. The use of characters in advertisements and packaging is one strategy commonly used to develop positive attitudes toward brands or products. Research that used the stimulus equivalence paradigm has shown that such influence can occur through the transfer of functions. The purpose of this thesis was to verify under what conditions an abstract symbol can acquire symbolic functions of characters and influence children's food choices. Therefore, three studies were carried out. In Study 1 of this thesis, the children formed two classes of stimuli: one containing a liked character and the other a dislike character. The other members were geometric figures and abstract symbols. Three choice and preference tests were conducted where the children had to choose from two samples of the same snack, differing only by the label on the package: 1) symbol equivalent to the liked and disliked characters; 2) symbol equivalent to the disliked character and a new symbol; and 3) the symbol equivalent to the liked character and the logo a known brand. Most children chose first, and reported to like more, the snack labeled with the symbol equivalent to the liked character. They also chose, and reported to like more, the snack labeled with a new stimulus over the symbol equivalent to the disliked character. The Test 3 was inconclusive. Study 2 was similar, however, rather than the known brand, this was replaced by another new symbol in the Test 3. The equivalence tests and the food choice and preference tests were repeated after two weeks. The results of Test 1 were replicated, but the tests 2 and 3 were inconclusive. However, it was possible to verify both the maintenance of the equivalence relations and the transfer of function. In Study 3 the children formed three classes of equivalence, one of which contained a neutral figure. The preference tests were similar; however, the “neutral” symbols replaced the new symbols. The function transfer results were even more robust because all children chose and liked more the food with the symbol equivalent to the favorite character on the label. It has also been noted that children tend to choose a food with a symbol equivalent to the character, even if not attractive, when the other option is a label with a "neutral" symbol. The analysis of the profile and consumption habits of private school participants (Studies 1 and 2) and public (Study 3) pointed to some significant differences relative to food consumption, participation in purchases, hours of televisions, etc, which may have influenced in the obtained results. It is considered that the results achieved have empirically demonstrated how children can be persuaded by using attractive figures. They also brought contributions that strengthen the stimulus equivalence paradigm as a behavioral model the semantic relations and an useful methodology for the study of the attitudes and preferences. / Questões referentes à possível influência do marketing nas escolhas alimentares de crianças têm sido temas de debate nos últimos anos. A adoção de personagens em propagandas e embalagens faz parte das estratégias normalmente utilizadas para desenvolver atitudes positivas em relação a marcas ou produtos. Pesquisas que se baseiam no paradigma de equivalência de estímulos têm demonstrado que tal influência pode ocorrer também por meio da transferência de funções. O objetivo desta tese foi verificar em quais condições um símbolo abstrato pode adquirir funções simbólicas de personagens e influenciar escolhas alimentares de crianças. Para tanto, foram realizados três estudos. No Estudo 1 as crianças formaram duas classes de estímulos: uma contendo um personagem de que gostavam e a outra um personagem de que não gostavam. Os demais membros eram figuras geométricas e símbolos abstratos. Foram conduzidos três testes de escolha e preferência com dois alimentos idênticos oferecidos em embalagens transparentes tendo os seguintes rótulos: o símbolo equivalente ao personagem favorito e o outro ao personagem não atrativo; 2) o símbolo equivalente ao personagem não atrativo e um símbolo novo; e 3) o símbolo equivalente ao personagem favorito e o outro uma marca conhecida. Os resultados apontaram que a maioria das crianças escolheu e relatou gostar mais do alimento com um símbolo da mesma classe do personagem de que gostavam. Além disto, o alimento com o símbolo novo no rótulo também foi mais escolhido do que o que continha o símbolo da classe do personagem de que não gostavam. O terceiro teste foi inconclusivo. O Estudo 2 foi semelhante, no entanto, ao invés da marca conhecida no Teste 3, esta foi substituída por um outro símbolo novo. Os testes de equivalência e de escolha e preferência alimentar foram repetidos após duas semanas. Houve replicação dos resultados referentes ao Teste 1, no entanto, os Testes 2 e 3 foram inconclusivos. Foi possível constatar tanto a manutenção das relações de equivalência quanto da transferência de função. No Estudo 3 as crianças formaram três classes de equivalência, sendo que uma delas continha uma figura neutra. Os testes foram semelhantes aos anteriores, no entanto, os símbolos novos foram substituídos pelo símbolo “neutro”. Todas as crianças escolheram e demonstraram preferência pelo alimento com o símbolo equivalente ao personagem favorito no rótulo. Também se pôde constatar que as crianças tendem a escolher um alimento com um símbolo equivalente ao personagem, mesmo que não atrativo, quando a outra opção é um rótulo com um símbolo “neutro”. A análise do perfil e hábitos de consumo dos participantes da escola particular (Estudos 1 e 2) e pública (Estudo 3) apontaram algumas diferenças significativas com relação ao consumo de alimentos, participação em compras, horas de televisão, etc., que podem ter interferido nos resultados obtidos. Considera-se que os resultados alcançados demonstraram empiricamente como as crianças podem ser persuadidas com o uso de figuras atrativas. Também trouxeram contribuições que reforçam a equivalência de estímulos como um modelo de relações semânticas, além de se mostrar uma metodologia útil para o estudo das atitudes e preferências.