THE USAGE OF ANIMATED CHARACTERS IN ADVERTISEMENT (Wykorzystanie postaci animowanych w przekazie reklamowym)
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Fictitious, animated characters appear in commercial transmission much more frequently than just a few years ago. The main reason for the popularity of this type of advertising production is significant technical and technological development that facilitates the work of creative graphic designers and animators. To explain the importance of the cartoon characters' usage in advertising the author used numerous examples of films emitted in Polish television. As a source of inspiration for creative advertisers the article presents also manga, a popularity gaining technique, in which there are prepared a number of animated advertising films in Japan. In this context, the author also proposed the introduction of two new concepts - 'mangavertising' and 'animevertising'.
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