This study aims to identify and analyse the possible correlation between the rise of social media and the increase in character and mascot use within Christmas advertising campaigns. Within the last decade, Christmas adverts have risen to become one of the primary symbols of the festive season. As December is welcomed, the public waits for the annual battle of the brands, competing for the best Christmas campaign.
However, as research demonstrates in this paper, the creation of the perfect protagonist is becoming harder by the year. The ongoing climb of social media has opened doors to movements such as online activism and cancel culture. In addition, there is the parallel growth of cultural and minority awareness, such as the Black Lives Matter movement and Pride. This study progresses to discuss examples of case studies, highlighting the consequences brands face when failing to appeal to a universal and inclusive demographic, especially when using human actors.
Therefore, further research suggests that mascots and fictional characters have become a more popular alternative for brand advertising during the Christmas period. Later chapters investigate the psychological and marketing benefits of mascot use, specifically with animals. In addition, the paper conducts a quantitative assessment study, exhibiting the rise of this mascots through the past decade. This topic is worth researching as it has the potential to give an insight to the future of Christmas advertising. If mascots have the ability to please the majority, why change? And not, will it change the face of creativity in Christmas advertising?
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