| Summary: | 碩士 === 國立中央大學 === 企業管理研究所 === 94 === Cartoon characters had been used on TV commercial films for many years and
gone after men of power. However, can they yield twice the result with half the effort
by their satisfactory-looking? Duracell contents that up to 40 percent of consumers
who recall the initial bunny campaign believe it is promoting Duracell, not Energizer
(Liesse 1990). However, on this situation, using Spokescharacters have caused
negative effect.
The purpose of this article is to find the methods that advertisers can use the
satisfactory-looking of Spokescharacters to attract consumers and avoid brand name
confusion. Our results suggest that there is a meaningful connection between one of
Spokescharacters' characteristics including their appearance, background music, and
names and brand names can increase memory of brand names. For this reason,,
advertisers design Spokescharacters must pay attention not only on their
satisfactory-looking but also meaningful connection to decrease confusing situations.
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