The use of cartoon characters in brand advertising communications

The authors of the article explore how cartoon characters are perceived in advertising products famous brands among young people. To study this issue, focus groups were held, which representatives youth audience took part. demonstrate stimulus material, 22 from animated films selected (cartoons Soviet period, Disney studios cartoons and other foreign cartoons). For a large number products, especially for children, use is logical relevant most cases. level popularity quite high, gives opportunity to their communications. popular heroes (Disney others). According results study, it was concluded that communications brand contributes its successful promotion, makes bright memorable, such attracts attention target arouses interest. At same time, point out impossible take character context cartoon, his image should be exactly way people used see him. In case, communication will really successful. can by when promoting goods services using characters.