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2.Literature Review 2.1 Spokes Character The definition of a spokes ...

2.Literature Review 2.1 Spokes Character The definition of a spokes ...

points out the advantage

points out the advantage of spokes-characters, they can evolve through timewithout limitation, because they are animated made and can change all the timeonce consumers feel bored about them.(c) HumorHumor plays a large role in spokes-character likability (Callcott and Phillips, 1996).There are many way can present humor, in commercials advertisers makecharacters do something funny, take Energizer Bunny for example people find thatfunny when they see the bunny keeps running forward and drumming but falls. Inprint advertisement, companies use comic narrative to entertain consumers. 乖 乖prints short comic stories in the back of their products and shows more personalitybringing humor to the consumers.(d) Consumer experienceThere are two experiences, one is cultural experience and the other is characterexperience. The cultural experience factors that emerged from the data includeanimal symbolism and stereotypes. We know that spokes-characters can be inanimal appearance, the animal chose to be spokes-characters for some reasons suchfor cultural meanings or the symbol image they present. The meaning and culturalexperience triggers consumers’ feeling of like or dislike. In eastern cultural, dragonis the symbol of king or something bring good luck, using dragon as a prototype21

for the spokes-character may increase the likability of consumers. Stereotype aboutthe ethnic group may also affect spokes-character likability, depending on how acharacter is portrayed (Callcott and Phillips, 1996). Aboriginal people make goodliquor drinks is the prevalence notion in people’s mind, so using a aboriginalpeople character in liquor drink product can increase the credibility and likabilityof the product.Character experience factors are defined as consumers’ prior knowledge of, andattitudes toward, spokes-character. Consumers feel comfortable about familiarspokes-characters when they don’t know from where to choose a product. There isa important factor makes spokes-character likable, that is nostalgia. Seeing familiarspokes-character reminds consumers about the experiences about the product, thebrand, and creates a stronger connection between spokes-character and brand.Four factors above indicate what makes spokes-character likable, the first threefactors, personality, physical characteristic and humor, are related to spokes-characteritself which is the part that companies can control. The last factor-consumerexperience is depends on consumers. This study would like to examine the factors’influence on spokes-character likability. The study contains two parts, one is on theconsumer side and the other is about the spokes-character. Other scholars (Walker andDubitsky,1994) mentioned other factor for liking: specific elements (include22

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