Page 194 - MARSIUM'21 COMP OF PAPER

FYP PROPOSAL

AHIBS UTM SKUDAI JANUARY 2022

UPIN AND IPIN: THE EFFECT OF USING ANIMATION CHARACTERS IN BRAND
ELEMENTS,BRAND ADVERTISING, AND BRAND AWARENESS ON

YOUNGSTERS PURCHASE INTENTION

FATIN NAZURAH BINTI MOHD NOH, PROF ROHAIZAT BAHARUN.

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

fatin.nazurah-1998@graduate.utm.my
Abstract

Upin and Ipin successfully attracted many children to watch it until the Upin and Ipin characters became a medium for product advertising and were used
as a medium to convey public awareness. Many companies now use Upin and Ipin animated as a medium to promote their products, such as SGM milk,
Terlajak Laris, Colgate, Hong Leong Islamic bank, Mamee Monster, and Telekom Malaysia. This study was conducted to study the relationship between
animated characters and the purchase intention. The researcher wants to study the effects of using animated characters in brand elements, brand advertising,
and brand awareness. The researcher uses quantitative data to obtain the data. 150 youngsters are being chosen to answer the questionnaire. The result was
interpreted by using correlation and multiple regression to study the relationship between animated characters in brand elements, brand awareness, and
brand advertising with youngsters purchase intention. The result shows that brand elements, brand advertising, and brand awareness have a positive
relationship with young purchase intention.
Keyword: brand advertising, brand elements, brand awareness, animation characters, purchase intention

■ 1.0 INTRODUCTION

The famous Malaysian television series Upin & Ipin is a computer-animated produced by Les' Copaque Production that depicts the life and
journeys of the twin brothers in a village environment. On September 13, 2007, Upin & Ipin's first episode was launched on Malaysia's
private television channel TV9, which contains eight-episodes that tell stories about Ramadan/Eid specials to promote the importance of the
Islamic holy month, particularly among children. Upin and Ipin were also broadcast on Disney Channel Asia and can be counted as the most
successful computer 3D animated television series in Malaysia. Upin and Ipin are only broadcast on television for 5 minutes per episode.
Upin is the more outspoken of the two brothers, while Ipin is the quieter of the two.Upin often becomes the mastermind behind the twins'
mischievous antics. A hair on the top of his head distinguishes him. Ipin is Upin's little brother. Ipin is slightly quieter than her brother, Upin.
His trademark is his tendency to always say "Betul, Betul, Betul" or in English, "True, True, True" three times.

Cartoons and animated characters started to be shown on television in the 1930s for various television advertisements, demonstrating a
significant growth potential in this mediums such as television,games, movies, the internet, and broadcasting (Simon, 2006). In the animation
business, character animation is broadly used in the form of graphics in advertising. According to previous research, animated figures or
animated characters can enhance customers' awareness of the products being advertised, indicating that commercials ads in the of animation
can be applied to a broad variety of products (Callcott & Lee, 1994).

The utilisation of motion elicits an emotional feeling (Detenber & Reeves, 1996), improving product visualisation so it can be clearer and
attract customers' attention (Hong et al., 2004). In this context, animation is considered one of the design tools for advertisers because it can
motivate consumer actions, behaviours, and attitudes and attract viewer attention to that product. Previous studies have shown that animated
characters in advertising can greatly impact the effectiveness of TV commercials by raising viewers' interest and influencing their attitudes
toward the brand advertised.

The aim of this paper to study the effect of using animation characters in brand elements, brand advertising and brand awareness. This
research focuses on Malaysia youngsters because youngster is referred to as a unique segment for certain specific items. Second, throughout
the time of development from childhood to early adulthood, each of these client categories exhibits distinct consumer behaviours and attitudes
(Safiek, 2009).Third, juveniles have an impact on their families and influence their purchasing behaviour; finally, young consumers have the
potential to influence and transform culture and society (Safiek, 2009).

Furthermore, previous research suggested that external variables (demographic, regional, and group) influence purchase intention.
Additionally, there are certain challenges associated with implementing these elements and determining their impact on purchase intention.
The influence of demographics on purchase intention is complex and perplexing and warrants more study. For example, individuals aged
18 to 24 are "more likely than other consumers to purchase a product on impulse and consider switching if the whim strikes" (Abdol Razak
& Kamarulzaman, 2009).

172