Advertising character
An advertising character is a fictional person or a fictional character in the framework of a campaign as an advertising medium presenting goods, services and brands by combining these personalized and so with actions, emotions, or both.
The spectrum of advertising figures ranges from simple avatars to so-called testimonials to figures for which an individual story is written, within which they act and thus communicate the advertising message. The advertising figure is usually provided with attributes that are dependent on the defined advertising goals . As an essential condition for the success of an advertising character in terms of brand loyalty of customers and market exploitation of her advertisers whose suitability is considered a popular figure .
Figures played by people
- Ms. Antje has been employed since 1961 to associate Dutch cheese with the image of a typical Dutch woman .
- Since 1972, Mr. (Günter) Kaiser has been portrayed by various actors from Hamburg-Mannheimer as their sales representative: 1972 to 1990 by Günter Geiermann , 1990 to 1996 by Franz Michael Schwarzmann, since 1996 by Nick Wilder .
- Johanna König achieved her greatest popularity when she explained the advantages of Ariel in the role of the clementine with dungarees and a plaid shirt .
- Xenia Katzenstein as wife (Karin) Sommer from 1974 to 1985 promised to save every celebration with her coffee from Jacobs .
- The American dentist E. James Best made as Dr. Best since 1988 for toothbrushes advertising.
- From 1966 to 1992, the American actress said Jan Miner as Aunt Tilly over Palmolive : "They bathe just your hands in it.".
- Alm-Öhi ( Milka )
- Günter Euringer ( children's chocolate )
- Marlboro Man
- Uncle Dittmeyer ( Valensina )
- Ronald McDonald ( McDonald’s )
- Segata Sanshirō ( Sega )
- Melitta man
- Kati promoted the fruit yoghurt brand Froop from the Alois Müller dairy
- Mr. Angelo ( Nescafé )
- Tech Nick ( Saturn )
Cartoon, comic and fantasy characters
- Axel fresh milk
- Berry the plantation bear ( Kaba )
- Camel Camel and Joe Camel
- Duracell bunny
- Esso tiger
- Flat Eric ( Mr. Oizo )
- HB male
- Hustinette Bear
- Joe & Sally
- Lurchi ( salamander )
- Purple cow ( Milka )
- Mainzelmännchen ( ZDF )
- Michelin man
- Nipper
- Robert T-Online
- Trial dog ( C&A )
Other characters can be found in commercials .
literature
- Jens Eder: Figures in Advertising . In: Rainer Leschke / Henriette Heidbrink (eds.): Forms of the figure - figure concepts in arts and media . Konstanz 2010, pp. 295-324
- Wolfgang Hars: Lurchi, Klementine and Co. - Our advertising heroes and their stories . Fischer, Frankfurt a. M. 2002, ISBN 978-3596150748
- Joachim Kellner / Werner Lippert (ed.): Advertising figures - creatures of the world of goods . Frankfurt (Main) 1992
- Nicole Wilk: Body Codes - The Many Faces of Femininity in Advertising . Frankfurt (Main) / New York 2002
Web links
- Katrin Wilkens: Verona and the bears - they are more loyal than dogs and cuter than dolls: How advertising figures become part of our lives. . In: Die Zeit of September 20, 2007
- Michael Paul: Advertising figures - brands with character . On: manager-magazin.de from October 5, 2006
- Advertising figures museum with an extensive listing of advertising figures
Footnotes
- ↑ Tina Nedorost, Maren Werner: Informational added values: Internet services, communities and avatars ( Memento of the original from January 11, 2011 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. . 2003 on: hdm-stuttgart.de
- ↑ Walter Grasskamp: Series Heroes - From Trademarks to Advertising Figures. Media-theoretical profiles . In: Joachim Kellner / Werner Lippert (ed.): Advertising figures - creatures of the world of goods . Westermann Kommunikation, Ingelheim 1991, ISBN 978-3928710008 , pp. 13-21
