Cultural symbol value in animated advertisement model: systematic review

Abstract

At present, animation has a wide range of applications in the field of advertising, and more cultural levels drive greater advertising effects. Cultural value with different cultural backgrounds, there are different consumer behaviors for advertising. Therefore, we conducted a systematic review to identify the most common dimensions of animated advertising presented in recent publications and to determine whether there is sufficient evidence for the effectiveness of cultural values in animated advertising. Through electronic search of the database, a total of 1829 citations were identified, of which 14 publications included models. Empirical data were included in 13 studies, and the focus of the review was around the visual perspective, the challenges faced due to the growing cultural diversity, but the lack of cultural value, which led to the dilemma in the cultural perspective of animated advertisement. This review will help researchers explore cultural value as one of the research variables that influenced the results of the study.