卡通行销，是商家把卡通应用到品牌形象推广上以卡通为代言人，将卡通作为产品行销的手段。
卡通作为儿童之间的流行文化，在流行文化泛滥的今天，其需要被关注的地位已经渐渐凸现出来。
本研究主要是想了解儿童产品的卡通广告行销在现代的运用方式及其扮演角色和影响。研究方式主要通过内容分析和观察法进行研究，在广告内容的选择上，是从现有的广告素材中挑选儿童有兴趣的产品品类，并且以挑选有一定知名度的卡通形象在广告中的运用为主要研究方向，并且关注其与儿童的互动效果。
研究得出，卡通形象作为一种特殊的观念符号和儿童产品广告中有效的虚拟代言人，无论是借用已有卡通元素还是自创卡通形象，都在一定程度上影响了消费者对产品购买的态度。这主要是广告主利用了投射在卡通形象上的虚拟人格，消费者消费的是附着在品牌上的个性，感觉和喜好。
另外，卡通广告在产品行销上扮演了一种特殊的文化角色，可利用卡通使儿童成为品牌潜在的利基市场；中国风格的卡通行销市场潜力巨大，可掌握卡通中吸引儿童的元素，创作出具有中国本土风格的卡通类广告。
【关键词】: 儿童 卡通广告 行销
Abstract
Cartoon marketing, is applied to the cartoon business to promote the brand image to cartoon as spokesperson for cartoons as a means of product marketing. Cartoon as popular culture among children, rampant in popular culture today, it needs to be concerned about the status has been gradually exposed.
This study is to see a cartoon advertising and marketing children's products, the use of modern methods and the role and impact. The main methods of content analysis and observation through the study, the choice of advertising content, advertising material from the existing selection of children's interest in the product category and to select a certain well-known cartoon characters in advertisements for the use of main research directions, and pay attention to the interaction effect with the children.
Results indicate that the cartoon image of ideas as a special symbol, and children's products to effectively virtual ad spokesperson, whether to use existing or create their own cartoon cartoon elements, were to some extent, affected the attitude of consumers to buy products. This is mainly advertisers use the cartoon image projected on a virtual personality, consumer spending is attached to the brand's personality, feelings and preferences.
In addition, advertising in product marketing on the cartoon played a special cultural role that children can use a cartoon brand potential niche markets; Chinese style cartoon marketing potential market cartoons to attract children to master the elements, to create with the local Chinese-style cartoon type of advertisements.
【Key words】: Children the Cartoon Advertisements Marketing
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