Have you ever felt that even after creating brand commercials using animation or live-action footage, people “don’t remember them” or “can’t recall the brand name”? Even if companies invest large sums in advertising, it’s meaningless if the ads don’t stick in viewers’ minds.
However, it’s often unclear which type of commercial—live-action or animated—is more memorable.
Some people believe that “live-action commercials are more realistic, so they’re more likely to leave an impression on viewers,” but psychological studies have shown that animated commercials actually have a higher retention rate than live-action ones.
In other words, “realistic visuals” do not necessarily mean “memorable.”
Commercials that fail to stick in viewers’ minds share common problems. These include “weak visual characteristics,” “few elements that appeal to emotions,” and “failure to stimulate the viewer’s imagination.”
Furthermore, live-action commercials tend to rely on “celebrity performances” and “footage of the product itself,” but the reality is that this makes it difficult to differentiate from competitors. On the other hand, while animated commercials take time to produce, they utilize “unrealistic expressions” and are more likely to leave a strong impression on viewers.
Therefore, in this article, we will compare and analyze which is more effective for promotion—animated commercials or live-action commercials—taking into account case studies and psychological research, and present our findings.
<Key Points of the Article>
・Understand the difference in recall rates between animated and live-action commercials
・Learn about the strengths of animated commercials from an academic perspective and the genres they work best with
・Discover production techniques for incorporating the strengths of animated commercials into live-action commercials
Which leaves more of an impression? Animated vs. live-action commercials
Why do animated commercials stay with you? Simplicity and subverting the norms
1. Simple yet distinctive, standing out from other ads
Because anime commercials allow for free adjustment of colors, character designs, and backgrounds, they can more easily achieve a “unique visual style” compared to live-action commercials, making them more memorable to viewers.
If you were to place a plain dish next to a colorful, decorated cake, which one would catch your eye? Anime commercials are like that “eye-catching decorated cake” for viewers.
2. Unrealistic elements stimulate attention
Humans naturally feel a strong curiosity toward things that couldn’t possibly exist in reality. This is called “magical thinking.” By using settings and characters that are impossible in reality, animated commercials stimulate this psychological response, making them more likely to be retained in long-term memory.
For example, imagine there are two commercials: one featuring a talking cat and another featuring an ordinary human. Since the talking cat is impossible in reality, the brain reacts strongly with thoughts like, "Huh?" Why is the cat talking?” making it more memorable. This is a characteristic of commercials that utilize “magical thinking.”
3. Viewers unconsciously remember
Animated commercials tend to stick in viewers’ memories unconsciously—through the influence of visuals and sound effects—even if viewers aren’t consciously trying to understand them. (Kim, Jin, & Choi, 2007)
When you listen to a song you like over and over, you naturally start humming along without even trying to memorize the lyrics, right? Animated commercials can be crafted in such a way that viewers “remember them without even realizing it.”
4. Affinity with the Zajonc Effect (Mere Exposure Effect)
Humans have a tendency to naturally develop a favorable impression of something when they see it repeatedly. This is known as the “Zajonc effect.”
By utilizing unique characters and colors and showing them repeatedly, animated commercials can deepen viewers’ familiarity with the brand.
For example, imagine you have a new classmate. Even if you don’t pay much attention to them at first, you might find yourself “somehow feeling a sense of familiarity” as you see them every day, right? The same applies to commercials: characters and logos that you see repeatedly gradually become ingrained in your memory, making it easier to feel a sense of familiarity.
To create a memorable commercial, it is essential to “stir the viewer’s emotions.” By combining emotionally compelling stories, fantastical characters, and a strategy of repeated exposure, you can create commercials that ensure the brand is remembered for a long time and ultimately lead to consumer purchasing behavior.
1. Feature a consistent character throughout the commercial
2. Create a series and air the commercials repeatedly
3. Continue using the same catchphrases and music
Are live-action commercials less memorable? Realism = higher information load
1. Live-action commercials contain too much information for the brain to process
Live-action commercials attempt to convey a large amount of information simultaneously—such as the characters’ expressions, the background, the product, and subtitles—so the viewer’s brain cannot fully process it all, making it difficult to retain the information. Because the brain subconsciously limits the processing of realistic information, it tends not to stick in the memory.
For example, in footage of a crowded cityscape with rows of buildings and countless signs, viewers must focus their attention on specific points, making it difficult to remember every detail. Furthermore, the sheer volume of data in realistic images creates a significant cognitive burden.
2. If it’s too realistic, it becomes hard to distinguish from other live-action ads
Since live-action commercials use real-world scenery and people, the viewer’s brain tends to process them as “ordinary,” making it difficult to distinguish them from other commercials.
For example, if you lined up 100 “white T-shirts,” you wouldn’t be able to tell which one belongs to which brand, right? But if they were “flashy T-shirts,” you could tell the difference at a glance. Animated commercials are exactly like those “flashy T-shirts.”
1. Incorporate animation elements to keep it simple
2. Use distinctive characters or settings
3. Create unique settings to incorporate unrealistic situations
The differences between these two memorable commercial formats
Memorable commercials can be divided into two types: those that “leave a lasting impression as an experience” and those that “come to mind reflexively.” The former refers to commercials with memorable storylines, while the latter refers to commercials where the brand logo or characters become ingrained in memory through repeated exposure.
By understanding the difference between these two types of memory, we can gain a deeper insight into “how commercials influence consumer behavior.”
Episodic memory is like a memory recorded in a diary. When you say, “I still remember that moving commercial I saw as a child,” that is episodic memory at work.
On the other hand, procedural memory is similar to the instinct that allows you to decide whether to go or stop just by seeing the color of a traffic light. Statements like “I think of this company when I see this logo” or “That commercial comes to mind when I hear this music” fall under procedural memory.
Practical tips
1. If you want to target episodic memory, emphasize storytelling
2. If you want to reinforce procedural memory, incorporate elements of repetition
3. If you want to utilize both types of memory, create a commercial that combines the two
Does the intensity of emotion affect how well a commercial sticks in your memory?
The intensity of emotions influences how well commercials are remembered because the brain tends to prioritize information associated with strong emotions.
Commercials that evoke positive emotions are more likely to leave a favorable impression on viewers and help improve brand image. On the other hand, commercials that tap into negative emotions are effective at grabbing viewers’ attention and prompting behavioral change.
For example, you probably remember days when something fun happened or memories with loved ones particularly vividly, don’t you? Similarly, commercials that make you feel “amused,” “moved,” or “surprised” are hard to forget, even years later.
Practical tips
To evoke positive emotions, incorporate humor or emotional appeal.
If using negative emotions, consider ways to heighten viewers’ interest.
Choose the appropriate use of emotions depending on the situation.
Storytelling is the key to boosting brand recall
To help people remember a brand name, it’s important to create a story that evokes emotion—not just to “introduce a product.” When people’s emotions are stirred, they tend to remember that experience vividly.
For example, think about how you might quickly forget a casual conversation with a friend, yet remember a moving scene from your favorite movie even years later.
This is because it’s etched into your memory as a “story,” not just as “information.” The same applies to commercials: having a narrative makes a brand easier to remember.
Practical tips
1. Incorporate a “problem → solution → future” narrative structure into your commercials
2. Address themes that people can easily relate to, such as family bonds or memories of youth
3. Include elements (characters, music) that immediately bring the brand to mind when viewers see the commercial
Differences in the impact of animated and live-action commercials on advertising effectiveness
Live-action commercials make it easier to prove a brand’s “existence” and build trust
Live-action commercials have the power to convince viewers that “this product actually exists and is trustworthy.” The reason for this is that live-action commercials are more likely to elicit rational judgment from viewers. On the other hand, research has shown that using animation may reduce viewers’ perception of risk.
This is particularly important in commercials for luxury brands and pharmaceuticals, where it is crucial to address doubts such as “Does it really work?” and “Is the quality assured?”
Consider this: between a photo on a restaurant menu and the actual dish served in front of you, which looks more appetizing? It’s easier to get the impression that the actual dish looks more delicious, isn’t it? Live-action commercials work the same way; by showing realistic footage, they make it easier to instill the conviction that “this is what it will actually be like when I use this product.”
1. Build trust by presenting the product realistically
*Example: For skincare products, showing actual skin makes it easier for viewers to be convinced
2. Emphasize the brand’s social credibility
*Example: Include the company’s history or recommendations from experts
3. Tailor the presentation to the target audience
*Example: Use dynamic visuals for younger audiences and calmer visuals for older audiences
Animated commercials are less “burdensome” and convey messages intuitively
Animated commercials naturally stick in viewers’ minds without requiring deep thought, making them ideal for advertising complex products like insurance or technology. Thanks to the flexible nature of animation, information can be understood in a “fun” and “intuitive” way.
Research shows that animated commercials tap into low-effort information processing pathways, making them more effective at capturing viewers’ attention.
For example, in a school classroom, isn’t it often easier to understand when a teacher uses diagrams or illustrations rather than just explaining things verbally? Animated commercials serve precisely this role of “easy-to-understand visual aids,” helping viewers retain the brand in their memory while reducing cognitive load.
*Example: In an insurance commercial, depict risk as a “storm” or a “crossroads.”
2. Use unique characters to grab the viewer’s attention
*Example: Feature a company mascot to explain the product in simple terms.
3. Emphasize the importance of information through color and movement
*Example: Make key points stand out using vivid colors or animated movements.
Does the nostalgia of animation drive purchasing behavior?
Animated commercials have a powerful ability to evoke a sense of nostalgia in viewers and translate that into purchasing behavior. This nostalgic effect works by linking the brand to pleasant memories and a sense of security from the past, thereby strengthening consumers’ attachment to the product.
Haven’t you ever found a toy you used to play with and thought, “That brings back memories,” only to find yourself picking it up? This happens because the “joyful feelings” buried deep in your memory are revived, making you want to relive that experience.
The same applies to commercials: by using nostalgic anime characters or music that was popular in the past, they can make you think, “I’ve known this brand for ages!” or “Maybe I’ll buy it again.”
Key strategies
1. Include elements that evoke a sense of nostalgia among your target audience
2. Incorporate melodies that were popular in the past or anime-style color schemes from that era into your commercials
3. Give classic characters a modern twist to create a sense of “nostalgia with a fresh twist”
Emotional connection to “anthropomorphic characters” boosts brand recall
In anime commercials, anthropomorphizing animals or objects helps evoke viewers’ emotions and firmly establish a strong brand impression. Since the character becomes synonymous with the brand in viewers’ memories, brand recall (the likelihood of remembering the brand) increases.
For example, think of a local mascot character. Doesn’t just seeing that character remind you of the region’s name or its local specialties? The same applies to commercials: using a character as the face of the brand makes it easier for viewers to remember.
Key points for implementation
1. Use characters even in live-action commercials to create a unified brand image
2. Create a story that makes viewers think, “I want to support this character because they’re working so hard!”
3. Create a series featuring the character in commercials to strengthen the connection with the brand
Live-action and animated commercials each utilize different memory mechanisms. Live-action commercials reinforce a sense of “trust,” while animated commercials foster “image-driven understanding and emotional resonance.”
Choose the appropriate approach based on these characteristics, your target audience, and your brand’s objectives to maximize the effectiveness of your commercials.
How can live-action commercials incorporate the strengths of animation? The hybrid approach
Creating memorable commercials by blending live-action and animation
The hybrid approach combines the “realism” of live-action footage with the "creativity" of animation. This technique allows us to create commercials that combine the best of both worlds—animation and live-action—resulting in ads that are highly memorable to viewers.
Specifically, the “unfamiliar visuals” created by animation make the ad more memorable, while live-action footage allows us to show the product in use and establish credibility.
For example, have you ever seen a scene in a movie where a live-action actor enters an animated world? Rotoscoping is precisely such a technique, offering viewers a “special experience where reality and fantasy merge.”
Key points for implementation
1. Create visuals that highlight the brand’s unique personality
*Example: For a sports brand, use rotoscoping to stylishly depict an athlete’s movements
2. Leverage the realistic elements of live-action
*Example: Realistically portray a product’s texture and sheen while adding animation-specific effects
3. Incorporate effects that make viewers feel they’ve “never seen anything like this before"
*Example: Keep human movements in live-action while animating only the background to create a unique world
What is the best choice for brand companies? How to use animation and live-action based on specific objectives
Objective
Optimal format type
Reason
To build trust (Pharmaceuticals, luxury brands)
Live-action commercials
Realistic visuals foster trust (O’Donoghue et al., 2021)
To attract the attention of younger audiences (Games, entertainment)
Animated commercials
Fantastical visuals leave a lasting impression (Subbotsky & Matthews, 2011)
Emphasis on storytelling (Beverages, food)
Live-action commercials or hybrid commercials
Emotional stories are effective (Thorson & Friestad, 1984)
Want to showcase both the actual product and the brand’s worldview (Sports, fashion)
Animated commercials or rotoscoping
High freedom of movement makes it easy to emphasize the brand image
The choice between live action and animation depends on what the brand wants to convey. If you prioritize “trustworthiness,” live-action is the way to go; if you want to create a “fun and memorable” impression, animation is more suitable.
For example, when buying clothes, a “suit” is appropriate for formal occasions, while a “T-shirt” is suitable for casual settings, right? The same applies to commercials—it’s important to choose the optimal style based on the situation.
Practical tips
1. Choose the style that best matches your message—live-action for “sincerity” and animation for “approachability.”
2. Choose the style that best suits your audience—animation for products targeting young people and live-action for middle-aged and older audiences.
3. Consider hybrid techniques (live-action × animation) to add a touch of fantasy to live-action.
When producing commercials, it’s important for companies to clearly define “what impression they want to convey” and select the appropriate technique. By incorporating these approaches, let’s create advertisements that leave a lasting impression on viewers.
Summary of the differences in memory retention between animated and live-action commercials
Let’s summarize the key points so far.
Animated commercials stimulate viewers’ brains with unrealistic imagery, making them highly memorable.
Live-action commercials convey a sense of trust through realistic visuals, but they contain too much information to be easily remembered.
Commercials that evoke emotions—whether positive or negative—increase memory retention.
There are two types of memory: “episodic memory” and “procedural memory,” and animated commercials are effective at stimulating both.
In anime commercials, distinctive visuals—such as characters and colors—are key factors in creating lasting memories.
Repeated viewings increase favorability through the Zajonc effect (mere exposure effect).
Anthropomorphic characters evoke empathy in viewers and boost brand recall rates.
Anime commercials have a low “cognitive load,” making it easier to convey even complex information.
Hybrid techniques (rotoscoping) combine the advantages of live-action and animation, enhancing memory retention.
Maximizing advertising effectiveness requires strategically using animation and live action based on your objectives and target audience.
To create commercials that stick in viewers’ minds, it is insufficient to rely on simplistic perspectives such as “it resonates because it’s realistic” or “it leaves an impression because it’s flashy.” Understanding the unique characteristics and psychological effects of both animated and live-action commercials, and selecting a strategy that aligns with your goals, is the key to effective advertising campaigns.
Marketing Perspective in Japan: Beyond Just Creation
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Tokuma Kanna
Founder and CEO of NOKID Inc., a premier creative studio specializing in short-form animation and graphic design. With a focus on narrative-driven visual storytelling, he has spearheaded high-profile projects across the global entertainment landscape. His portfolio includes the acclaimed VALORANT: YORU TYPICAL DAYS cinematic, the Hatsune Miku x Seven Premium 15th Anniversary campaign, and Koda Kumi’s music video "100 no Kotoba-tachi e." As a leading producer in the PV and MV sectors, Tokuma continues to redefine the intersection of animation and contemporary digital media.
