Characteristic of an Advertisement

Advertising characters are incredibly powerful marketing tools. Consider the Pillsbury Doughboy and Jolly Green Giant. How hard would it be to sell such a commodity as bread dough or canned vegetables?

It is in these brutally competitive markets that advertising characters work best. Strip away all other ways of differentiating a product or service. All quality is virtually the same. Everyone delivers a high level of service. Delivery is about as fast as it can be. Price pressures have squeezed profits to the point where there is no room to undercut the other guy without hurting yourself. What are you going to do? How to you compete in such a mature and war-torn market?

You have to make something out of nothing. You have to give birth to an advertising character - a cartoon character that gives your company, product, service or brand unique, memorable qualities that resonate in the market place. When all is said and done, purchasing is still an emotional decision making process, and if you can nudge someone in your direction with an advertising icon that evokes a quality that endears you to prospects, then you have a huge advantage.


Example :