Özet:

Mascots embodied human specific features are one of the important promotional elements. Establishing close contact with customers, they increase the awareness of the brand so that the brand is preferred in the process of buying decisions. Brand or product heroes that have mascots speak to our inner child and in turn our emotions. Mascots selected mostly from animals and carry symbolic qualities just like people such as charming, friendly, cheerful, sporty, giving and so on carry positive adjectives. Mascots, logos, visual imagery such as corporate colors, as part of the advertisement creation components, establish an emotional bond between the brand and target consumers by reflecting the personality of the brand in customers’ mind. In this study, why and how animal symbols are preferred for brand mascots are discussed

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