Does ‘cute’ work? Consumer perception of neotenous (child-like) characters used in marketing communication

International Conference on Social Media, SEO and Marketing Strategies

November 03-04, 2015 Valencia, Spain

Vijayalakshmi S

Amrita School of Business, India

Posters-Accepted Abstracts: J Account Mark

Abstract :

The purpose of this study is to understand the influence of neotenous characters used in popular media and the perception of educated, Indian consumers towards them. Although the application of anthropomorphism in communication and marketing of products is a common practice in the mainstream media, the study will focus upon understanding the impact and reason for usage of neotenous or child-like and cute characters such as children, young animals, adults or semiotics like motifs and logos by the contemporary brands. In order to test the assertion, the consumer responses towards advertising material with imagery or characters that possess neotenous and non-neotenous features are studied through qualitative analysis. This enables in evaluating their schematic behavioural and perceptive response towards the characters, the brand associated with them and the relevance of usage for the brand�s identity.

Biography :

Email: vijayalakshmisund@gmail.com