Abstract:

Animation has emerged as a dominant force in advertising, captivating audiences with its dynamic and attention-grabbing movements. However, there is a limited understanding of the diverse types of animation and its immense potential for effective marketing. This study aims to explore the fundamental concepts of animation and its utilization in the realm of marketing. Drawing upon existing research, we analyze the effectiveness of animation based on attributes such as attention, recall, and conversion rates. Additionally, we investigate the additional advantages that animation offers beyond these metrics. Our findings emphasize that animation is an exceptionally powerful tool in advertising, as it captures attention, enhances product or service recall, and drives increased conversion rates and overall engagement. Furthermore, animation has the ability to evoke heightened emotional engagement, improve brand image, and amplify social media sharing. This study unveils the substantial impact of animation in marketing, providing invaluable insights and implications for both practitioners and future research endeavors in this field

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