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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 15 CONTENT 2.5 The Use of Animals in Advertisement The use of animals in advertising is now news. One in five of the commercials shown under the Super Bowl broadcast during the last decade has included animals in it (Horovitz, 2003a, 2003b, 2004, 2005, 2006). Animals can be used in advertisement without having any relevance to the brand or product, and advertisements featuring animals are more liked than advertisements without animals (Kim, Lim, & Bhargava, 1998). One reason for using animals in advertising is because animals evoke emotions within the viewer (M.B. Holbrook et al., 2001). Humans has associated themselves with animals for a long time, and there are three reason for this; 1. Animals provides us with a source of food, and clothing, 2. Animals offers companionship, 3. Animals provides a cultural meaning that can be transferred (Sanders, 1990; Morgado, 1993). In the USA alone, animals are found in 69 million homes and are often seen as family (The American Pet Products Manufacturers Association (APPMA), 2006). The bond between animals and humans are often the reason why advertisers use animals, even if the promoted product does not have any connection to animal itself (Holbrook, 2001). Animals are often with us during our most intimate moments and are sometimes seen as our children and friends (Holbrook, 1996b &1997a). Different animal characters can give a special meaning to a brand. For example, if an animal associated with positivity, the attitudes can be transferred to the brand and have a positive effect on the brand (Phillips, 1996; Lancendorfer, Atkin, & Reece, 2008). Different animals can also be associated with different product categories (Spears et al., 1996). Animals can usually be associated with a cultural meaning and this meaning can be transferred to the brand (Lloyd & Arch, 2013). Dogs, cats, birds, and horses are the most used animals in print advertisement (Spears et al., 1996). Dogs are mainly used in advertisement that promotes products/services for the family, while horses usually are used to promote manliness and strength (Spears et al., 1996). Wild animals are often associated with promoting a service. Table 5 presents the main finding about the use of animals in advertisement.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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