Impact Of Animation As A Tool For
Advertising Business In Tanzania
Master Thesis
Mbekelu, Robert John
Registration No: 20 MSRAN 008
In partial fulfilment for the award of
MASTER OF SCIENCE IN ANIMATION
DEPARTMENT OF
ANIMATION AND VIRTUAL REALITY
JAIN KNOWLEDGE CAMPUS, JAYANAGAR 9 TH
BLOCK, BANGALORE
April 2022
DEPARTMENT OF ANIMATION AND VIRTUAL
REALITY
Jain Knowledge Campus Jayanagar 9th Block Bangalore, 560069
This is to certify that the Thesis entitled
Impact Of Animation As A Tool For Advertising Business In
Tanzania
Is the bonafide record of project work done by
Mbekelu, Robert John
Registration No.:20 MSRAN 008
M.Sc in Animation during the year 2020-2022
Mr. Gondi Surender Dhanunjay
Dissertation guide, Assistant Professor
JAIN (Deemed to Be University)
Dr. Abhishek Kumar.
Head,(Animation and Virtual Reality)
JAIN (Deemed to Be University)
Mr. Arun L
Program, coordinator, (M.Sc. in
Animation)J,AIN(Deemed to Be
University)
Dr. M N Nachappa
Head, School of Computer
Science and IT, JAIN (Deemed to
Be University)
Certification
This is to certify that Mbekelu, Robert John, Registration no: 20MSRAN008 for the course
of M.Sc. in Animation in the Department of Animation and Virtual Reality, School of
Computer Science and IT has fulfilled the requirements prescribed for the M.Sc degree of
the of JAIN (Deemed to be University).
The Thesis entitled, “Impact Of Animation As A Tool For Advertising Business In
Tanzania” was carried out under me direct supervision. No part of the dissertation was
submitted for the award of any degree or diploma prior to this date.
Mr. Gondi Surender Dhanunjay
Mr. Arun L
Dissertation guide, Assistant Professor
Program coordinator, (M.Sc. in
Animation) JAIN (Deemed to Be
University)
JAIN (Deemed to Be University)
Dr. Abhishek Kumar.
Head,(Animation and Virtual Reality)
JAIN (Deemed to Be University)
Dr. M N Nachappa
Head, School of Computer
Science and IT, JAIN (Deemed
to Be University)
Declaration
I affirm that the Thesis work titled “Impact of Animation as a Tool for Advertising
Business in Tanzania”, being submitted in partial fulfilment for the award of
MASTERS OF SCIENCE IN ANIMATION is the original work carried out by me. It has
not formed the part of any other project work submitted for award of any degree or diploma,
either in this or any other University.
Mbekelu, Robert John
Registration No.:20 MSRAN 008
Acknowledgement
I would like to acknowledge the following people, who have encouraged, guided and helped
to accomplish my report to award my degree at The JAIN (Deemed to be University)’s,
Animation and Virtual Reality Department, School of Computer Science and IT:
1. Thesis Dissertation guide, Assistant Mr.Gondi Surender Dhanunjay for guiding me
through pivotal moments of my study and professional career and for always being
there to make sure that my progress was reviewed, documented and acknowledged.
His/hers encouragement has been the greatest source of inspiration and confidence for
me as a designer and artist.
2. Faculty and staff members of Department of Animation and Virtual Reality for
sharing their expertise and for always showing their interests in my work.
3. I also would like to extend my thanks to my friends, and particularly to Martha Robert,
Neema Saimon. Desdery Rugeigiza,Lhino Kalinga and Baraka Shedafa for his efforts
to make my dissertation/ report a more effective.
4. Finally, I would like to thank STUDY IN INDIA SCHOLARSHIP PROGRAM, and
my family to whom this work is dedicated, for their support financially and
encouragement during these years.
Special Thanks to:
• Dr. M N Nachappa, Head, School of Computer Science and IT, JAIN (Deemed to
Be
University)
• Mr. Arun L, Program Coordinator (MSc. Animation), JAIN (Deemed to Be
University)
• Prof. Dinesh Kulkarni, Animation Vertical Head, i-Nurture Education Solution.
• Dr. Abhishek Kumar, Head, Department of Animation and Virtual reality, JAIN
(Deemed to Be University)
• Mrs. Bhavana S, Co-Ordinator, (Animation, Filmmaking and Gaming), JAIN
(Deemed to Be University)
• Mrs. Sunkara Vanila (Viharika), Administrative officer, JAIN (Deemed to Be
University)
Respected Class Teachers:
1. Mr. Varun CH, Mr. Muthukumar B, Gokula Krishnan S T,
2. Mr. A. Rahman, Sir Vivex Wallabhadas .
Abstract
Animation in advertising had become common a few decades. It involves generating
animations concentrated on selling, promoting, or generating consideration about brands,
products, and services, where most of the company use it to promote and development their
business.in this new era we have discovered that not all the company use animation as a tool
for advertising their business In Tanzania, The purpose of this research is to know the Impact
Of Animation As A Tool For Advertising Business In Tanzania
According to (John, 2012), the study limited its scope by focusing on a sample of male and
female audience situated in Dar es Salaam Universities. Findings of the study cannot be
generalized to the population because the sample used was small. Based on the qualitative
approach, Findings obtained through the quantitative method showed that respondents with
media education had positive perceptions while the remain did not have it. Further research
that will include a diverse sample population from different community groups is suggested.
The general finding of this study is generated by the combination of both qualitative and
quantitative data. Apparently, audience’s understanding is based on the fact that they are
able to watch and they have positive perception toward Jambo lotion animation
advertisement. Ability of the audience to understand the impact of Jambo lotion animation
advertisement was explored by using in-depth interview. If the companies will consider to
use animation as an advertisement tool for their business, there will be positive impact in
term of both profit and customer’s growth. And thus will increase the demand of the product
and thus the economy of the country will rise.
Table of contents
List of figures
x
List of figures
xi
1 INTRODUCTION
1
1.1 Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ………………………
1
1.2 Research Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . …………………..
1
1.3 General Objective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . …………………
2
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . ………………...
2
1.5 Research Questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . …………………..
2
1.6 Importance of the study . . . . . . . . . . . . . . . . . . . . . . . . . . . …………………
3
1.7 Definitions of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . …………………
3
1.4 Specific Objectives
1.7.1
Animation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ……………………....3
1.7.2
Advertisement
. . . . . . . . . . . . . . . . . . . . . . . . . . . ……………
3
1.7.3
Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . …………………..
4
1.7.4
Importance of Using Animation as an advertising tool for Business
4
2 LITERATURE REVIEW 7
2.1 History of Animation Style . . . . . . . . . . . . . . . . . . . . . . . . . . ………………………7
2.2 Communication tool . . . . . . . . . . . . . . . . . . . . . . . . . . . . ………………….
7
2.3 As Learning Tool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ……………………
8
2.4 Animation as an advertisement tool . . . . . . . . . . . . . . . . . . . . …………….
9
. . . . . . . . . . . . . . . . . . . . . . . ………..
10
. . . . . . . . . . . . . . …….
11
. . . . . . . . . . . . . . . . . . . . . . . . . . ……………
11
In-depth interview . . . . . . . . . . . . . . . . . . . . . . . . . ……………..
12
2.5 Build awareness to the society
3 METHODOLOGY
11
3.1 Location of the study and size of the study area
3.2 Data Collection methods
3.2.1
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ……………….
13
3.3.1
Survey method . . . . . . . . . . . . . . . . . . . . . . . . . . . ………………..
14
3.3.2
Reception analysis method . . . . . . . . . . . . . . . . . . . . . …………..
15
3.4 Participants sampling techniques . . . . . . . . . . . . . . . . . . . . . . ……………….
16
3.5 Data Collection process . . . . . . . . . . . . . . . . . . . . . . . . . . . …………………
16
3.6 Result and Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . …………………..
17
3.6.1
Reception data analysis . . . . . . . . . . . . . . . . . . . . . . . …………….
18
3.6.2
Survey approach
. . . . . . . . . . . . . . . . . . . . . . . . . . …………….
19
. . . . . . . . . . . . . . . . . . . . . . . . . . . …………..
19
3.7.1
Validity and reliability in qualitative approach . . . . . . . . . . . …….
19
3.7.2
Validity and reliability in quantitative approach . . . . . . . . . . ……
20
3.3 Research Design
3.7 Validity and reliability
4 PRESENTATION AND DISCUSSION OF THE FINDINGS 21
4.1 Qualitative thematic analysis . . . . . . . . . . . . . . . . . . . . . . . . ……………….
21
4.2 Quantitative data analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . ………………………25
5 SUMMARY OF FINDINGS, CONCLUSION, AND RECOMMENDATIONS 59
References
61
6 Appendix 63
7 Appendix 2
65
List of figures
3.1
3.2
4.1
Map showing the areas where the interview was carried out in Tanzania . .
Graphical representation of number of participants from different place. . .
...............................
12
18
. . . . . . . . .
26
4.2
...............................
. . . . . . . . .
4.3 Bar chart Showing the question asked in Dar es salaam city . . . . . . . . .
4.4
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.5
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.6
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.7
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.8
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.9
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.10 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.11 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.12 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.13 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.14 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.15 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.16 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.17 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.18 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.19 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.20 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.21 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.22 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.23 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.24 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.25 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
28
29
30
31
32
33
34
35
36
37
38
39
40
41
43
44
45
47
48
49
50
51
52
54
List of figures
4.26 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ………………………………55
4.27 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ……………………………....56
4.28 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ………………………………. 57
4.29 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ……………………………..... 58
7.1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ………………………………... 65
7.2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ………………………………..65
List of tables
3.1 Table that shows Number of Respondents (Participants) from different cities
4.1
4.2
in Tanzania. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
17
Shows if the respondents have already seen the animation advertisements
on TV stations in the Dar es salaam city, were(n=700). . . . . . . . . . .
25
Shows if the respondents have already seen the animation advertisements
on TV stations in the Mwanza city (n=600). . . . . . . . . . . . . . . . .
4.3
Shows if the respondents have already seen the animation advertisements
on TV stations in the Dodoma city (n=50). . . . . . . . . . . . . . . . . .
4.4
32
Shows if the respondents have a favourites ad on TV stations in the
Mwanza city (n=600). . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.9
31
Shows if the respondents have a favourites ad on TV stations in the Dar
Es salaam city (n=700). . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.8
30
Shows if the respondents have already seen the animation advertisements
on TV stations in the Morogoro Region (n=50). . . . . . . . . . . . . . .
4.7
29
Shows if the respondents have already seen the animation advertisements
on TV stations in the Singida Region (n=50). . . . . . . . . . . . . . . . .
4.6
27
Shows if the respondents have already seen the animation advertisements
on TV stations in the Pwani Region (n=90). . . . . . . . . . . . . . . . .
4.5
27
33
Shows if the respondents have a favourite ad on TV stations in the
Dodoma city (n=50). . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4.10 Shows if the respondents have a favourite ad on TV stations in the Pwani
Region (n=90). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
34
36
4.11 Shows if the respondents have a favourite ad on TV stations in the
Morogoro Region (n=50).
..........................
37
4.12 Shows if the respondents have a favourite ad on TV stations in the
Singida Region (n=50). . . . . . . . . . . . . . . . . . . . . . . . . . . . .
38
4.13 Shows if the respondents remember any specific ad that was done in
animation on TV stations in the Dar es salaam city (n=700). . . . . . . .
39
4.14 Shows if the respondents remember any specific ad that was done in
animation on TV stations in the Mwanza city (n=600). . . . . . . . . . .
40
4.15 Shows if the respondents remember any specific ad that was done in
animation on TV stations in the Dodoma city (n=50). . . . . . . . . . . .
41
4.16 Shows if the respondents remember any specific ad that was done in
animation on TV stations in the Morogoro Region (n=50). . . . . . . . .
42
4.17 Shows if the respondents remember any specific ad that was done in
animation on TV stations in the Singida Region (n=50). . . . . . . . . .
43
4.18 Shows if the respondents have seen Jambo lotion and Chai Jaba ads, on
TV stations in the Dar es salaam city (n=700). . . . . . . . . . . . . . . .
45
4.19 Shows if the respondents have seen Jambo lotion and Chai Jaba ads, on
TV stations in the Mwanza city (n=600). . . . . . . . . . . . . . . . . . .
46
4.20 Shows if the respondents have seen Jambo lotion and Chai Jaba ads, on
TV stations in the Dodoma city (n=50). . . . . . . . . . . . . . . . . . . .
47
4.21 Shows if the respondents have seen Jambo lotion and Chai Jaba ads, on
TV stations in the Pwani Region (n=90). . . . . . . . . . . . . . . . . . .
49
4.22 Shows if the respondents have seen Jambo lotion and Chai Jaba ads, on
TV stations in the Morogoro Region (n=50). . . . . . . . . . . . . . . . .
50
4.23 Table that shows if the respondents have seen Jambo lotion and Chai Jaba
Ads, on TV stations in the Singida Region (n=50).
..............
51
4.24 Shows if the respondents think they are easy or hard to understand, in
the Dar es salaam city (n=700). . . . . . . . . . . . . . . . . . . . . . . .
52
4.25 Shows if the respondents think they are easy or hard to understand, in
the Mwanza city (n=600).
..........................
53
4.26 Shows if the respondents think they are easy or hard to understand, in
the Dodoma city (n=50). . . . . . . . . . . . . . . . . . . . . . . . . . . .
54
4.27 Shows if the respondents think they are easy or hard to understand, in
the Pwani Region (n=90).
..........................
56
4.28 Shows if the respondents think they are easy or hard to understand, in
the Morogoro Region (n=50). . . . . . . . . . . . . . . . . . . . . . . . .
57
4.29 Shows if the respondents think they are easy or hard to understand, in
the Singida Region(n=50). . . . . . . . . . . . . . . . . . . . . . . . . . .
58
Chapter 1 INTRODUCTION
1.1 Background
Animation in advertising had become common a few decades. It involves generating
animations concentrated on selling, promoting, or generating consideration about brands,
products, and services, where most of the company use it to promote and development their
business in terms of buying and selling their products, commercial television increased in
popularity in the 1940s whereby most of Americans were setting TVs in their homes. Since in
their early period, started using advertisements to fund their stations. By looking the medium
in which most of the company use for advertisement is TV but due to development of
technology, social media because a large platform nowadays for business advertisement, that
means customers might have increasing due to increase in platform of business advertisement
using animation because viewers of any age, whether children, teenagers or adults go crazy for
animated characters. Animation gives free expression to imagination. It carries up spectator in
an imaginary world dreamed by the artists. Their purpose here is to attract more customers to
a brand’s story, making them to join in with their service or product they produce
1.2 Research Problem
Since in the early age, animation film as tool to dissemination information in the society were
used in various activities as a media of communication, education, advertising commercials,
stills photography, corporate and business to business video and digital media production
including computer games. In education system we have found that through other researchers
that children were able to acquire more knowledge quicker than using normal way of teaching,
come to the buying and selling products in this new era we have discovered that most of
different company advertising their product through animation film although some of the
company are not yet adopt this form of advertisement to their products, through this we want
to know by using Animation film as tool of advertisement, how can be used to build impact in
the society.
1.3 General Objective
The purpose of this research to know the Impact of Animation as a Tool for Advertising
Business in Tanzania
1.4 Specific Objectives
The following are the specific objectives of this projects as it follows:
1. To know the outcome of business after animation were used to advertise the particular
product of the same business
2. To understand the engagement of people in a particular product after interacting with the
animation film used to advertise the particular products
3. To create awareness of the important of using animation as a tool for business growth
1.5 Research Questions
1. What outcome might happened to occur when animation film where used to advertise a
particular product?
2. How engagement affected the people after interacting with the animation film were used
to advertise the particular product?
3. What awareness occurred for the people to understand the importance of using animation
fill as a tool for business growth?
1.6 Importance of the study
The study will have the significant to the following aspects:
• The study will provide a wide range of knowledge about the importance of using
animation film as tool for business advertisement to capture viewer’s attention to a
particular product for purchases purpose.
• The study will focus only on the understanding of TV animation advertisement for the
viewers to be attracted with the products for the purposes of increase more customers for
a particular business
1.7 Definitions of Terms
1.7.1 Animation
The term ‘animation’ comes from Latin word ‘animate’, which means to bring life to or to
invoke life. Therefore when we try to define animation in general is just a process of using
objects, and manipulated it into different style, shape, size or line for the purpose of
dissemination information or message to the society with the aim of educating, entertaining. Or
animation is defined as the sequencing of series of static images to create the illusion of
movement. from the viewpoint of different scholar who were trying to define the term
animation, they define in this sense is defined in opposition to “live action” cinema or television
and incorporates traditional animation and computer generated animation, as well as a wide
diversity of techniques such as Claymation, stop-motion, and paper cut-out animation (Silvio,
2010).
1.7.2 Advertisement
Advertisement is a notice or announcement in a public medium promoting a product, service,
or event or publicizing a job vacancy. The reasons why people advertise their business or
products is to inform, to persuade, and to remind. Informative Advertising creates awareness
of brands, products, services, and ideas. It announces new products and programs and can
educate people about the attributes and benefits of new or established products. The advertiser
of the products can used different types of advertisement to advertise the products such types
are display, video, mobile and native advertisement. Some of examples of advertisements are
as follows: first, Newspaper, magazines, and brochure advertisements, Second is Broadcast
Advertising where Television and radio advertisements are more useful. Third is Outdoor
Advertising in which Hoardings, banners, flags, wraps, are mostly been used for advertisement.
And lastly is Digital Advertising where Advertisements displayed over the internet and digital
devices.
1.7.3 Media
According to Renckstorf (2004) proclaim that although media literacy has been defined in
different ways, no definition that has been displayed based on theoretical framework. Which
causes the result of the fundamental nature of the research into media literacy, which is cause
the term to base on practical experiences of educators in the field of media discipline (p.154),
therefore according to dictionary define as the main means of mass communication
(broadcasting, publishing, and the internet) regarded collectively.
1.7.4 Importance of Using Animation as an advertising tool for
Business
Use of animation when properly designed and positioned is an important instructional variable
for Business growth, we have seen that as animation is emerging as important medium in
advertising different kinds of business all over the world. The following are the importance of
using animation as a tool for business advertisement:
Attention
One of the important aspects of advertising effectiveness is capability of getting attention, one
of the common means of attracting an individual’s attention is by creating a distinctive or
unusual ad execution, Supporters of animation have found it effective in building awareness
and attention, it has been observed that humans involuntarily orient their attention toward
moving objects regardless of importance. According to dual coding theory, learning is most
likely to occur when corresponding visual and verbal information is presented at the same time,
activating both channels. It promotes attention to, integration of, and memory for information.
(Goel and Upadhyay, 2017)
Memory, Recall and Recognition
Memory plays a critical role in guiding an individual’s advertising perception process. Studies
examining both visual and verbal stimuli suggest that distinctive stimuli are more likely to be
remembered. More recall occurs as the access to the features that are distinctive in the stimulus
increases, Animated banner ads resulted in shorter response times and generated higher
immediate recall than static banner ads, When the attribute of the animated spokes-character is
highly correlated to the brand, it becomes easier for consumers to remember the brand and give
favourable response and therefore, animated advertising characters stay in consumers’ minds.
Spokes-characters contributed significantly to high levels of product and character recognition,
Animation may tend to enhance recognition of banners. Further manipulations of style and type
of animation may show stronger support for recognition of advertising banners. (Goel and
Upadhyay, 2017)
Attitude
Animated images contain more identifiable ad elements than static images which provokes
stronger visual imagery processing. This further affects individuals’ attitude, formation.
Distinctive advertising cues such as pictures and motion trigger more vivid imagery that, in
turn, generates more favourable attitudes toward the ad and the brand. A single exposure to a
banner ad without click-through generates favourable attitudes, Computer based instruction
enhances learning and fosters positive attitudes toward instruction with college students, many
empirical studies in consumer information processing have found a positive relationship
between involvement with a task or object and attitudes toward this task or object. (Goel and
Upadhyay, 2017)
It is expected that high levels of interactivity and vividness would increase participants’
experience of actually being there, leading to stronger attitudes toward the web site, and
increase in the consistency between attitudes and behaviours. Participants who see the websites
high in vividness develop attitudes that endured over time, animated ads have been found to
elicit more positive attitudes toward both the ads and the Web site [19]. 3- D advertising results
in better knowledge and more positive brand attitude than 2-D advertising for a material
product. (Goel and Upadhyay, 2017)
Click-Through Rate
Click-through refers to the process of clicking through a banner advertisement to the
advertiser’s destination. Animation has positive effect on click through rate. A study by ZDNet,
(1996) reported that animated ads had a 15 Percent higher click-through rate than static ads. In
some cases a 40 percent higher rate was found. It has been suggested that people tend to notice
ads if they are animated in an effective way. Animated ads also have the potential to yield a
higher CTR than static ads and employing motion and interactivity can capture more consumer
attention than static ads, result in shorter consumer response times, and garner more clickthrough rate than static ads [10 and 19]. One of the studies showed contradictory results.
Animation and interactivity were not related to a higher click-through rate. (Goel and
Upadhyay, 2017)
Others
Heo and Sander discovered that emotional responses to web advertising regarding motion in
an ad could serve as a perceptual cue, which can dictate cognitive and emotional experiences
during the processing of online ads. Exploratory research indicates that consumers like spokescharacters and have even expressed their trust and respect for them. Users visit websites not
only for information, but also for entertainment. Animated ads have been found to elicit higher
arousal. (Goel and Upadhyay, 2017)
Chapter 2:
LITERATURE REVIEW
2.1 History of Animation Style
Through the years, Walt Disney Company had maintained its policies and unique way of
presenting its animation. It believes in realistic kind of animation where there are emotions and
morals. Most of his works consist of fairy tales. Disney lives by the idea of making an audience
cry, then lifting them up and administering a hug to the soul. Take the meadow scene in
Bambi(1942), the stampede scene in The Lion King(1993) or the opening scene of
Tarzan(1999); both deal with the death or deaths of “good” characters (Babmi’s mother,
Mufasa, and both Tarzan’s parents and a baby gorilla die implied gruesome deaths). Disney has
successfully dealt with such heavy issues as the loss of a parent[Snow White and the Seven
Dwarves(1939), The Lion King(1993), Tarzan(1999), Bambi(1942), Cinderella(1950)],sexual
desire[Aladdin(1992)], slavery[Snow White(1937), Cinderella(1950), A Bug’s Life(1998)],
environmental deterioration[The Lion King(1993), Tarzan(1999), Bambi(1942)], child and
animal abuse[The Great Mouse Detective(1986), Snow White(1937), A Bug’s Life(1998)],
racial and/or sexual discrimination[Tarzan(1999), Aladdin(1992), A Bug’s Life(1998),
Hercules(1997), The Hunchback of Notre Dame(1996), The Little Mermaid(1989),
Mulan(1998), Pocahontas(1995), Beauty and the Beast(1991) Lady and the Tramp(1955)], and
even the idea of Hell[Fantasia(1940), Sleeping Beauty(1966), Hercules(1997)].
2.2 Communication tool
According to (Hamrock, 2000) “Virtual animation is used today for everything including
entertainment in motion pictures and video games, advertising on television and the internet,
virtual animated videos used for industrial teaching aids, and project approvals for major
building construction.” The main purpose of all this uses of animation in everything is to
communicate to the society as the media to give the message to what happening in the society,
we deals with the problem more effectively when we have much knowledge about the problem,
and the simple way is to communicate the knowledge using animation, According to (M and
Tyagi, 2018) Elaborated that “In the digital era, the dynamics of the communication process in
classrooms has changed significantly. With the help of computer-mediated communication
techniques, especially animation, teachers can deliver a distinct learning experience to students
that can be fun, while presenting complex ideas in simpler forms” therefore the presence of
computers enable to simplify the communication media through animation to the society, to
elaborate more how animation can be used as a communication tools we will try to see how
different scholar in this field gives more evidence on the fact. According to (McGillion, 2017)
“The findings point to the potential for animation to be used to communicate scientific
knowledge in situations where approaches regularly employed in developing countries are
unavailable or would be limited in their reach” the problem why most of developing countries
became difficult in solving the problems more quickly and simple way is because of lack of
accessible communication tool like science of animation
According to (Nordin, 2021) “Knowledge and its distribution are important for people to
understand the world. In principle, science and academic research is the ultimate reliable source
when knowledge is at stake, and an efficient way of communicating knowledge is through
stories and narratives. As the use of digital devices is increasing, so are the use of digital devices
for communicating storytelling.” Therefore to understand our world and be able to handle
situation which might be happen or is happening in our society it is more efficiently to use
animation as a communication tool to install knowledge to the people
2.3 As Learning Tool
According to (Bello and Ibrahim, 2012) “Access to information and knowledge has always
been a challenge for illiterate or low literate learners in developing nations. As a consequence,
pedagogical advances, for low literate learners, have lagged behind, as compared to educational
strategies for literate or highly literate learners.” That means to prevent people from been lagged
behind educational in terms of acquiring knowledge by using animated video it will possible
and speed up and improving learning activities especially in developing country. “The
application animation to teaching depends on the teachers’ knowledge on the principles and
practice guiding its application, the characteristics of the learners and the objectives of the
lesson. In highlighting the importance of animation in the instructional process,” (Steward,
2002) therefore to avoid this differences in impacting the knowledge then animated video will
played a greater role in speed up education to the society. “For effective instruction and output,
careful planning is necessary. The use of animation in teaching and learning is no exception.”
Gagne (1985), Kumark (2008), Sampatthi (2006) have strained that, the models of teaching and
learning that are explained into various ideologies are conducted by the socio-psychological
ideologies which cover the learning environment, students motivation, reinforcement pattern
and feedback
2.4 Animation as an advertisement tool
Regarding on the business advertisement in Tanzania since 1994, most of the business men
used radio, newspapers and billboards, although this media still used in recently, that means
during that time there was lack in one media link called Television in which we know it has
much greater power to capture the attention of audience (Shartiely, 2015) therefore by increase
in production, for them to capture a lot of audience, they use television as media to increase
more customers, According to (John, 2012), Based on the qualitative approach, the study was
interested in exploring how audience interprets media texts and Researcher found that the
method used showed that respondents with media education had positive perceptions of the
advertisements and could interpret and understanding them. While students without media
education had negative perceptions and most of them could not interpret and understand the
Advertisements. "Companies look into animation as an alternative to television and commercial
production because the budget required for animation is much more cost effective than that of
live video productions. Also, animation does not need all the additional equipment and
manpower. Hence, marketers can save substantial sums of money by not having to pay for
production teams, equipment hiring and shoot insurance"(Goel and Upadhyay, 2017).
According to (Gondi Surender Dhanunjay et al, 2021) suggested that due to the improvement
of VFX, the advertisements have now become more interactive which we expect that by the
help of Visual effects in business industry will have a great future as it associates the viewers
with the product therefore It will increase the demand of the product and thus the economy of
the country will rise.
2.5 Build awareness to the society
Animation is an exceptionally good medium for educating and raising awareness of the
different issues that are more difficult to talk about, the use of animation and graphics in society
awareness which can improve in the growth of business by increase buying and selling process
as a result of animation being used, According to (Intrusion, 2014) elaborate that animations as
an effective medium for raising awareness, as the ability to remember a message is higher than
when information is provided with an audio clip alone. Recipients of an animated message are
more likely to receive and remember the message, and they are also more likely to receive the
message faster because the animated message is usually accessible on variable
devices.Yamaguchi et al (2013), in a systematic review of student-centred anti-stigmatism
programs, found that video and face-to-face contact are the most effective means of
intervention to change attitudes and reduce social distance (Yamaguchi et al, 2013).
Chapter 3: METHODOLOGY
3.1 Location of the study and size of the study area
The research conducted in various part of Tanzanian Regions, those Regions are Dar es Salaam,
Mwanza, Dodoma, Singida, Morogoro and Pwani. As it shown on the map below. to see how
the impact were affected when animation film were used as a tool to promote and develop
various business in our country, both kinds of viewers, any age, whether children, teenagers or
adults will be used as a subject of test for our research
Fig. 3.1 Map showing the areas where the interview was carried out in Tanzania
3.2 Data Collection methods
In this study both primary and secondary data collection methods were used, descriptive and
analytical. The descriptive research method is an appropriate means of achieving the study
objectives. A descriptive research design will be intended to determine the rationality of the
issue from viewers’ perspectives
Therefore we used this sequential exploratory strategy to explore the viewer’s understanding
of the TV both jambo lotion and chai jaba animation advertisements to determine efficiency of
TV animation advertising in delivering intended messages to the audience in Tanzania.
Sequential exploratory strategy is not only useful in exploring a certain phenomenon, but it is
also advantageous when a researcher wants to expand on the qualitative results (Creswell
(2009), p. 212).
Research instruments that were used to collect data for this study are in-depth interview and
self-administered questionnaire. First I collected qualitative data and analysed them. Then
collection of quantitative data and analysis followed. I used in-depth interview to collect
qualitative data. Self-administered questionnaire was used to collect quantitative data.
3.2.1 In-depth interview
In-depth interviewing is a qualitative research technique that includes conducting thorough
separable interviews with a small number of respondents to explore their viewpoints on a
specific idea, program, or situation. In-depth interviews are advantageous when a researcher
want detailed information about a respondent’s thoughts and behaviours or want to explore new
matters in depth (Boyce and Neale 2006, p. 3).
Furthermore, in-depth interviews are suitable for learning about the standpoints of people, in
contrast to, for instance, group norms of a community, for which focus group is more suitable.
In-depth interviews are an efficient qualitative method for getting respondents to provide
detailed information about their personal feelings, opinions, as well as experiences. Moreover,
they are also effective in enabling a researcher to gain understanding into how individuals
interpret and order the world (Mack et al 2005, p. 30).
Therefore, we used in-depth interview in this study to collect qualitative data, because it is an
appropriate tool that assisted me in attempting to find answers for the research question. By
considering all the advantages that in-depth interview has, and since the purpose of my first
secondary question is to explore meanings that are created by the audience toward TV
animation advertising both jambo lotion and chai jaba animation advert, then in depth interview
was sufficient and appropriate instrument to be used to explore in depth information from the
respondents.
3.3 Research Design
Research design cover decisions regarding to what the study is all about, why the study is being
made, where the study carried out, what type of data is required, where can the required data
be found, what techniques of data collection be used, how the data be analysed and in what
style the report be prepared
Research design entails the logical sequence for collection and analysis of data and its ultimate
conclusions in relation to the research questions (Kothari, 2002). It covers decisions regarding
to what the study is all about, why the study is being made, where will the study be carried out,
what type of data is required, where can the required data be found, what techniques of data
collection will be used, how the data be analysed and in what style the report be prepared
(Kothari, 2002)
Kothari (2002) further argues that there are research designs in case of descriptive and
diagnostic research studies. Descriptive research studies are those studies which are concerned
with describing the characteristics of a particular individual, or of a group, whereas diagnostic
research studies determines the frequency with which something occurs or its association with
something else. Kothari (2002) argued that descriptive and diagnostic research designs shares
the common requirements, as both of them should include what the study is about, why is it
being made, techniques for data collection, how much material will needed (sample size),
processing and data analysis together with reporting the findings. This research adopted the
diagnostic research design so as to be in position to find out the Impact of Animation as a Tool
for Advertising Business in Tanzania
The choice of triangulation methods approach has been based on what the secondary questions
(of the main research question) are trying to find out. The first question tries to find out the
outcome of business after animation were used to advertise the particular product of the same
business. The second question attempts to understand the engagement of the people in a
particular product after interacting with the animation film used to advertise the particular
products. The third question examined awareness of the important of using animation as a tool
for business growth. Therefore, the first question and the first part of the third questions are
related to qualitative themes while the second and part of the third question are based on more
quantitative data
Various scholars in social studies have remarkably used mixed methods approach. The
importance of the mixed methods approach lies in the probabilities it offers in terms of assuring
the validity of the study. It can be used “within and across research strategies and as such is a
flexible way of approaching research questions, though it carries certain disadvantages in terms
of time and cost” (Bryman, 2012).
Therefore this study has adopted a qualitative approach using reception analysis method and
quantitative approach using survey method. This study has employed survey method to find
out Impact of Animation as a Tool for Advertising Business in Tanzania. Reception analysis
method has been used to explore when Jambo lotion animation film and chai jaba animation
film were used as a specific animation advertisement increasing customers for buying and
selling the products.
3.3.1 Survey method
Survey method seeks to explore attitudes, facts as well as beliefs. Although survey method is
often used in market research, it is also an essential part of social studies as it provides a rapid
and rather inexpensive way of exploring, describing or clarifying the characteristics and beliefs
of the population at large (May 2011, p. 94).
There are several types of surveys that can be used in social science studies. However, this
study has employed attitudinal survey approach to gather opinions of audience toward
animation advertisements. For instance, May (2011) argues that, attitudinal survey is
appropriate in finding out “what people think about life in general and events in particular”(p.
95). Therefore, this study applies attitudinal survey to find out how audience perceives
animation advertisements.
3.3.2 Reception analysis method
It is argued that the potential effects of mass media have increased several approaches in
audience research since the first messages were circulated to a mass audience. However, what
has altered over time are the means used to reveal the effects, and the assumptions motivating
media studies (Moran 2003, para.20).
Reception analysis focuses on examining what audience sees in the media and on the meanings
that audience creates when they interpret animation advert. The object of research in reception
analysis is on animation advert and the complex signifying process of the negotiation between
animation advert and audience situated within a certain social contexts (Hungwe 2006, p. 45).
Therefore, I argue that, the need to explore the audience’s perceptions of the TV animation
advertisements when jambo lotion and chai jaba animation advert were displayed within social
context is attached with the assumption that, meaning is entrenched in social action and the
hermeneutic approaches. However, the main aim of the reception analysis is to reveal in-depth
information about a particular audience (Moran 2003, para. 27).
Therefore in order to generate empirical data on how the audience understands the TV
animation advertisements by jambo lotion and chai jaba, we used a self-administered
questionnaire and in-depth open-ended interview. Moreover, we Interviewed people in
different part of Tanzania based on Regional wise so as to comprehend what they wanted to
receive from the media after watched the animated advert. The purpose of collecting
information from people is to link what they wanted to know and get when they watch animated
advert.
3.4 Participants sampling techniques
We can classify TV audience in to two categories depends on the age, size, gender, if we
consider the age we will have the age from 18-30 and the second category will be from 31-70
years old, while by considering the gender we will have male and female, while size will be
falling into one of the two categories. For our test of hypothesis to bring the required result we
will assume that most of the young citizens are more on the visual effects than the older one
this is due to the recently technology affect this categories more due to recently discoveries
We have conducted survey of about 1430 participants from six different cities which is
geographically closely located in four different directions from Tanzania, which is Dar es
Salaam, Mwanza, Singida, Dodoma, Pwani and Morogoro between the age group of 18 to 70
years. Pilot study was done by interacting with small sample of people to each places I visited
from the six cities which are selected for the study to understand if Impact Of Animation As A
Tool For Advertising Business In Tanzania, each six and to know what are the products which
people of that place commonly use and if the advertisement is shown on TV. Majority of them
responded saying advertising does play a role in brand persuasion and two products Jambo
lotion and Chai Jaba were shortlisted to study the role of Animation in TV advertising.
Since this study is based on methodological approach, two sampling techniques, using both
qualitative and quantitative approaches, were used to select participants for collecting and
processing the data. From quantitative approach, systematic sampling technique was used to
collect survey data from 10 participants, from each place location I found myself in, Survey
was forwarded to Around 700 participants from the Dar es salaam city, 600 participants from
Mwanza city, 50 participants from Singida, 30 participants from Dodoma, 50 participants from
Morogoro, and 90 participants from Pwani from the age group of 18-70 years. People who use
all the two products Jambo lotion and Chai Jaba were given the online forms survey (Kobo
collect app) during which the participants had to watch the old videos embedded in the forms
and take the survey by the help of surveyor.
3.5 Data Collection process
On March 19, 2022 I downloaded both Jambo lotion and Chai jaba animation advertisements.
The ads were used to refresh the memory of the respondents, then I created electronic
questionnaire, through kobo collect website, then I imported the questionnaire to the kobo
collect app which is available to the Google play on android phone.
On march 25, 2022, I invited my friends which were found to some part of Tanzania region for
special training on how to use the kobo collect app which is found on the Google play for data
collection, starting for the first step on download until the stage on import the form on their
phone, and all of them they did it on the same day and them succeeded in importing the
questionnaire form on their form ready for data collection.
Then we both started to collect the data on March 26 up to April 2, 2022, using our mobile
kobo collect app, the beginning of the interview, we introduced ourselves and asked for the
respondent’s consent to record all the conversation on my mobile phone. I also assured my
respondents that the recorded information would be confidential. Then we asked the
respondents (separately since it was in-depth interview) to introduce themselves briefly at the
beginning of each interview. The duration of the in-depth interview for one respondent ranged
from 7 minutes to 16 minutes. The in-depth interviews were conducted in Swahili (the National
language) to clarify some points. However, I translated all the audio taped interviews data,
which was in Swahili into English. In each location we select 10 participants for both qualitative
and quantitative data
3.6 Result and Analysis
As per the Figure 3.1, we can see that of total 700 participants from the Dar es Salaam city, 600
participants from Mwanza city, 50 participants from Singida, 50 participants from Dodoma, 50
participants from Morogoro, and 90 participants from Pwani from the age group of 18-70 years.
Regions
Number of Respondents ( Participants
Dar es salaam 700
Mwanza
600
Pwani
90
Morogoro
50
Dodoma
50
Singida
50
Table 3.1 Table that shows Number of Respondents (Participants) from different cities in
Tanzania.
Fig. 3.2 Graphical representation of number of participants from different place.
3.6.1 Reception data analysis
The data for the first secondary question were analysed using reception analysis method. Jensen
(1991) claims that, in audience studies, the data and findings of the reception analysis study
should be noted as discursive constructions formed jointly by the researcher and respondents’
interaction. The researcher should interpret the interview transcripts accordingly with reference
to the socio-cultural system in context, which is theorized as a historical relationship of social
practices, contexts of media use, and interpretative communities (p. 139).
The analysis technique that was employed to examine the in-depth interview responses,
involved the following stages suggested by Bryman (2012). The first stage was data reduction.
This is a process of choosing, focusing, and analysing, extracting and transforming large corpus
of data to make sense of them. In the data reduction process I followed the following procedure.
I listened to the interview recordings and then transcribed responses to produce data for
analysis. I did the transcription of the interviews manually and notes were written so that the
process of coding can be easily done (Bryman (2012), p. 13).
In the second stage, I read the transcripts in order to familiarize with the data and to identify
meanings of the respondents. Thereafter, I selected relevant data with regard to the concept of
the research question. This was done purposively to facilitate the data easier to work with
(Bryman (2012), p. 13).
In the third stage, the relevant data were coded. I first did an open coding to identify key
concepts. Concepts related to the research question were obtained and they were labelled. Then
the concepts that occurred more than once were combined together to form themes (Bryman
2012, p. 13).
A theme is an implicit topic that organizes a group of repeating ideas. Themes emerge after the
repeating coded ideas are combined (Auerbach 2003, p. 37). The main themes that occurred in
the analysis of qualitative data were combined with social action theory of media studies to
examine the meanings created by the audience toward TV animation advertising messages.
3.6.2 Survey approach
The data for the second secondary question were analysed using Microsoft excel, the most
widely used computer software for analysis of quantitative data in social science studies
(Bryman 2012, p. 354).
3.7 Validity and reliability
3.7.1 Validity and reliability in qualitative approach
Creswell (2009) argues that, validity in qualitative approach does not have the same meanings
as it does in quantitative approach. In qualitative approach, validity is not concerned with
reliability or generalizability of the findings. Validity in qualitative approach requires a
researcher to check for the accuracy of the results by employing certain procedures. Reliability
in qualitative approach indicates consistency of researcher’s approach across different studies
(p. 190).
In this study we checked reliability of the qualitative findings by ensuring that, data transcripts
are thoroughly written and responses from the participants are well transcribed. Moreover, I
thoroughly compared data with the codes that emerged after transcription. Validity on the other
hand, was ensured by triangulation of two methods, in-depth interview questionnaire.
Therefore, themes that emerged have been given detailed description, which makes the results
more realistic (Creswell 2009, pp. 192-193)
3.7.2 Validity and reliability in quantitative approach
In this study internal validity threats were overcome by ensuring that participants were
randomly selected. That increased a chance of having participants with equally distributed
characteristics among the experimental population (Creswell 2009, p. 163). Furthermore, 10
respondents from each location were selected randomly to answer the research questions to
prove the validity of the theme. In this way, some measures to ensure validity of data collected
was considered.
Chapter 4
PRESENTATION AND DISCUSSION OF
THE FINDINGS
The present chapter presents and discusses the findings of the qualitative and quantitative study
stages whose aim was to explore the audience’s perceptions of the TV both jambo lotion and
chai jaba animation advertisements to determine efficiency of TV animation advertising in
delivering intended messages to the audience in Tanzania.
The presentation and discussion of the findings are based on the main research question of the
study, which seek to find out if the audience perceives the both jambo lotion and chai jaba
animation advertisement messages as intended by the advertisers.
This chapter is divided into two sections. The first section presents the qualitative thematic
analysis of the both jambo lotion and chai jaba animation advertisements. The analysis features
interview responses from respondents other than the advertising personnel. The second section
presents the quantitative data, which are linked with the qualitative data in the discussion
section.
4.1 Qualitative thematic analysis
This section will analyse both perceptions and alternative meanings that were constructed from
participants’ responses. It was important and necessary to include the two notions together due
to nature of answers that participants gave. Most of the answers included how the responded
perceived the advertisements. Several themes emerged during the analysis of in-depth interview
on both Jambo lotion and Chai jaba animation advertisements. The responses were obtained
from respondents other than the advertising personnel. In summary, this section is divided into
two sections, in order to address the following research questions.
• What perceptions to the both Jambo lotion and Chai jaba animation advertisements could
be found among the respondents?
In this study, the notion ‘perception’ was referred to as knowledge and way of seeing and
understanding the animation advertisements. Perceptions gathered from the participants were
categorized into themes. Meanings were viewed as the ability to understand and interpret the
advertisement. Therefore, it suffices to say that data presented under category I was related to
the qualitative part of the study.
Section I: Perceptions of Jambo lotion and chai jaba animation advertisements
I asked the respondents how they perceived Jambo lotion and Chai jaba animation
advertisements. From the analysis of the discussion three themes were generated. These themes
were “satisfactory”, “appealing” and “criteria”
Satisfactory theme
Respondents replied that Jambo lotion and chai jaba animation advertisements attempt to make
customers satisfied. The advertisements depict how Jambo services are credible, reliable,
relevant, affordable and fast. The following are some of the quotations that reflect this theme.
"To the large extent they are showing their credibility and reliability because, when you look
at the ads you will see that they are influencing people that Jambo lotion is much better product
regarding to the skin health than other lotion products. It shows that Jambo lotion is much
better in every service."
Perceptions obtained from the respondents indicate that they are in accordance with advertisers’
intention. The intention of the advertisement is to influence people to believe that Jambo lotion
from their company has high quality and hence it is efficient.
Appealing theme
Moreover, some respondents thought that, since Jambo lotion animation advertisements are
attractive, persuasive and creative then, they are more appealing. This can be seen in the
following quotes.
"Actually I like the animated adverts because I feel like there is some kind of creativity in them,
first of all I like the small and the middle lotion, there are a lot of exaggeration and one lotion
is more exaggerate than the other. So it just has to show to people that the middle lotion which
is more exaggerate than the other is more the funny than the other lotions. So, there are some
kinds of creativity. It seems like people sat down and put some creativity in it and they made
that advert attractive, actually I think it is perfect"
Bartram (1998) argues that animation evokes emergent of immediate recognition of associated
perceptions and meanings. The respondent recognized the attached notion of Jambo services to
be best lotion product than other lotion products of the other companies. In this regard the use
of motion animation conveys the intended meaning to the viewer.
Criteria theme
The last theme that appeared when the respondents were asked about their thought on Jambo
lotion animation advertisements is criteria. This theme is named criteria because the
respondents seem to think that, for someone to understand Jambo animation advertisements, he
or she needs to meet some standards. For instance, the respondents think that certain level of
education, age, thinking and experience are important factors that help someone to understand
advertisements. Here are some quotations from their responses.
"To be honest, you know most of Tanzanians have low level of education, so I think these ads
are hard to understand especially to people with low education. For instance a person with an
ordinary secondary education might be hard for him to understand them. So it needs time and
certain education level to understand them. You know ads are ambiguous and might have
multiple meanings. So I think how these ads are made are a little bit complex."
Views from the above participants advocate possession of enough education in understanding
animations. The idea behind might be that animation advertisements are requiring high level of
cognition and mental thinking in order to decipher the intended message. This idea might be
focusing on the fact that sometimes animated advertisements required some media education
to interpret. Robertson, Fernandez, Fisher, Lee and Stasko (2008), for example, say that
animation advertisements could be challenging and thus require a lot of thinking. However,
they acknowledge that it the fastest technique for presenting ideas and participants find them
enjoyable and exciting.
"I think they can make sense to people with certain level of understanding. What I mean is,
people who are young let say 10 years old might be hard for them to recognize the meanings"
(Man)
Experience includes knowledge or skill acquired from seeing or doing something. Animation
advertisements require visualization and listening to the slogan imbedded with the pictures or
graphics. In this sense, the more one views the advertisement, the clearer it becomes. The one
is able to understand and interpret it. Time used to watch the advertisement will determine a
person’s level of understanding and thus can have a focused perception of the animation
advertisement.
"They are quite good and they are different from other normal ads. What I have noticed about
them is that they are good because they require a person to think so as to understand them"
(woman)
The participant was able to differentiate between animation advertisements and other types like
graphics or still picture advertisements. To the respondent, the use of animation is of high level
of creativity which also requires a lot of thinking.
Assurance theme
This theme illuminates that; Jambo lotion service is very safe, reliable, fast, efficient and good
for skin health. Therefore the Jambo lotion customers are assured that if they buy the product,
safety will be guaranteed to their skin health.
"Jambo lotion advert, they want to tell people that Jambo lotion is much more reliable and best
product people can have for their skin health. And not only reliable and best but also very
highly quality people can have for secure their skin and still said it was the best to use because
it has vitamin E and is the greatest for the family. So they just want to tell the society that. So
they just want the society to be aware of the quality of Jambo lotion to use for the family.
Therefore the advert shows that." (Man)
"It shows that Jambo lotion is best in every service, most particularly to the use of the family
members for the purpose of put your skin healthy, and so they are persuading people that Jambo
lotion is safer than the other lotion product." (Woman)
"About Jambo lotion advert, I think it is about how Jambo lotion helps people to make their
skin protected with Vitamin E and glycogen. It also shows that Jambo lotion is the best to use
for family also."(Man)
4.2 Quantitative data analysis
The respondents were asked if they have already seen the animation advertisements on TV
stations in the Dar es salaam city, The total number of people who interviewed in the city
were n=700, according to the table below, in Kinondoni district, the total number of
respondent who interviewed were, n=465, were 430 respondents said they have seen it while
35 respondents did not see the animation advertisements on TV stations, at Ubungo district,
the total number of respondent who interviewed were, n= 220, were 200 respondents said
they have seen it while 20 respondents did not see it, and at Ilala district, the total number
of respondent who interviewed were, n=15, were 10 respondents said they have seen it while
5 respondents did not see the advertisement on TV stations, as it showing on the table and
graph below:
Name of the District Yes No
Kinondoni
430 35
Ubungo
200 20
Ilala
10
5
Table 4.1 Shows if the respondents have already seen the animation advertisements on TV
Stations in the Dar es Salaam city, were (n=700).
Fig. 4.1
The respondents were asked if they have already seen the animation advertisements on TV
stations in the Mwanza city, according to the table below, The total number of people who
interviewed in the city were n=600, in Nyegezi,the total number of respondent who
interviewed were, n=81, were 80 respondents said they have seen it while 1 respondents did
not see the animation advertisements on TV stations, at Nyamagana, the total number of
respondent who interviewed were, n=172, were, 170 respondents said they have seen it while
2 respondents did not see it, Misungwi district, the total number of respondent who
interviewed were, n=51, were 50 respondents said they have seen it while 1 respondents did
not see the advertisement on TV stations, Ilemela,the total number of respondent who
interviewed were, n=154, were, 150 respondents said they have seen it while 4 respondents
did not see the advertisement on TV stations, Igoma, the total number of respondent who
interviewed were, n=92, were 90 respondents said they have seen it while 2 respondents did
not see the advertisement on TV stations, Kisesa, the total number of respondent who
interviewed were, n=40, were 40 respondents said they have seen it while 0 respondents did
not see the advertisement on TV stations, and Buswelu,the total number of respondent who
interviewed were, n=10, 10 respondents said they have seen it while 0 respondents did not
see the advertisement on TV stations, as it showing on the table and graph below:
Name of the
District
Nyegezi
Nyamagana
Misungwi
Ilemela
Igoma
Kisesa
buswelu
Yes
No
80
170
50
150
90
40
10
1
2
1
4
2
0
0
Table 4.2 Shows if the respondents have already seen the animation advertisements on TV
stations in the Mwanza city (n=600).
Fig. 4.2
The respondents were asked if they have already seen the animation advertisements on TV
stations in the Dodoma city, according to the table below, in Chamwino,The total number
of people who interviewed in the city were n=50, the total number of respondent who
interviewed were, n=20, were 10 respondents said they have seen it while 10 respondents
did not see the animation advertisements on TV stations, at Dodoma town, the total number
of respondent who interviewed were, n=15, were 10 respondents said they have seen it while
5 respondents did not see it, and Kongwa, the total number of respondent who interviewed
were, n=15, were 10 respondents said they have seen it while 5 respondents did not see the
advertisement on TV stations, as it showing on the table and graph below:
Name of the District Yes No
Chamwino
10 10
Dodoma
10
5
Kongwa
10
5
Table 4.3 Shows if the respondents have already seen the animation advertisements on TV
stations in the Dodoma city (n=50)
Fig. 4.3
The respondents were asked if they have already seen the animation advertisements on TV
stations in the Pwani Region, according to the table below, The total number of people who
interviewed in the city were n=90 in Chalinze, the total number of respondent who
interviewed were, n=25, were 20 respondents said they have seen it while 5 respondents did
not see the animation advertisements on TV stations, at Mlandizi,the total number of
respondent who interviewed were, n=22, were 15 respondents said they have seen it while
7 respondents did not see it, Maimoja, the total number of respondent who interviewed were,
n=22 were 15 respondents said they have seen it while 7 respondents did not see the
advertisement on TV stations, Kibaha, the total number of respondent who interviewed
were, n=11 were 10 respondents said they have seen it while 1 respondents did not see the
advertisement on TV stations, and Kibaha, the total number of respondent who interviewed
were, n=11 were 10 respondents said they have seen it while 0 respondents did not see the
advertisement on TV stations, as it showing on the table and graph below:
Name of the District Yes No
Chalinze
20
5
Mlandizi
15
7
Maimoja
15
7
Kibaha
10
1
Kibaha
10
0
Table 4.4 Shows if the respondents have already seen the animation advertisements on TV
stations in the Pwani Region (n=90).
Fig. 4.4
The respondents were asked if they have already seen the animation advertisements on TV
stations in the Singida Region, according to the table below, The total number of people who
interviewed in the city were n=50 in Singida, the total number of respondent who
interviewed were, n=13, were 10 respondents said they have seen it while 3 respondents did
not see the animation advertisements on TV stations, at Manyoni, the total number of
respondent who interviewed were, n=11, were 10 respondents said they have seen it while
1 respondents did not see it, Singida, the total number of respondent who interviewed were,
n=14 were 10 respondents said they have seen it while 4 respondents did not see the
advertisement on TV stations, and Manyoni, the total number of respondent who interviewed
were, n=12, were10 respondents said they have seen it while 2 respondents did not see the
advertisement on TV stations, as it showing on the table and graphy below:
Name of the District Yes No
Singida
10
3
Manyoni
10
1
Singida
10
4
Manyoni
10
2
Table 4.5 Shows if the respondents have already seen the animation advertisements on TV
stations in the Singida Region (n=50)
Fig. 4.5
The respondents were asked if they have already seen the animation advertisements on TV
stations in the Morogoro Region, according to the table below, The total number of people
who interviewed in the city were n=50 in Gairo, the total number of respondent who
interviewed were, n=13 were 10 respondents said they have seen it while 3 respondents did
not see the animation advertisements on TV stations, at Kilosa, the total number of
respondent who interviewed were, n=11 were 10 respondents said they have seen it while 1
respondents did not see it, Morogoro town, the total number of respondent who interviewed
were, n=14 were 10 respondents said they have seen it while 4 respondents did not see the
advertisement on TV stations, and Morogoro, the total number of respondent who
interviewed were, n=12, were 10 respondents said they have seen it while 2 respondents did
not see the advertisement on TV stations, as it showing on the table and graphy below:
Name of the District Yes No
Gairo
10
3
Kilosa
10
1
Morogoro mjini
10
4
Morogoro
10
2
Table 4.6 Shows if the respondents have already seen the animation advertisements on TV
stations in the Morogoro Region (n=50)
Fig. 4.6
The respondents were asked if they have a favourites ad on TV stations in the Dar es salaam
city, according to the table below, The total number of people who interviewed in the city
were n=700 in Kinondoni district, the total number of respondent who interviewed were,
n=465 were 320 respondents said they have it while 145 respondents did not have a favourite
ad on TV stations, at Ubungo district, the total number of respondent who interviewed were,
n=220, were 180 respondents said they have it while 60 respondents did not have it, and at
Ilala district, the total number of respondent who interviewed were, n=15, were 10
respondents said they have it while 5 respondents did not have a favourite ad on TV stations,
as it showing on the table and graphy below:
Name of the District Yes No
Kinondoni
320 145
Ubungo
180 60
Ilala
10 5
Table 4.7 Shows if the respondents have a favourites ad on TV stations in the Dar es Salaam
city (n=700).
Fig. 4.7
The respondents were asked if they have a favourites ad on TV stations in the Mwanza city,
according to the table below, The total number of people who interviewed in the city were
n=600 in Nyegezi, the total number of respondent who interviewed were, n=67 were 40
respondents said they have it while 27 respondents did not have a favourites ad on TV
stations, at Nyamagana, the total number of respondent who interviewed were, n=67 were
50 respondents said they have it while 17 respondents did not have it, Misungwi district, the
total number of respondent who interviewed were, n=67 were 40 respondents said they have
it while 27 respondents did not have a favourites ad on TV stations, Ilemela,the total number
of respondent who interviewed were, n=198 were 140 respondents said they have it while
58 respondents did not have a favourites ad on TV stations, Igoma, the total number of
respondent who interviewed were, n=57 were 40 respondents said they have it while 17
respondents did not have a favourites ad on TV stations, Kisesa, the total number of
respondent who interviewed were, n=107 were 60 respondents said they have seen it while
47 respondents did not have a favourites ad on TV stations, and Buswelu, the total number
of respondent who interviewed were, n=37 were 10 respondents said they have it while 27
respondents did not have a favourites ad on TV stations, as it showing on the table and
graphy below:
Name of the
Yes No
District
Nyegezi
40 27
Nyamagana
50 17
Misungwi
40 27
Ilemela
140 58
Igoma
40 17
Kisesa
60 47
buswelu
10 27
Table 4.8 Shows if the respondents have a favourites ad on TV stations in the Mwanza city
(n=600).
Fig. 4.8
The respondents were asked if they have a favourite ad on TV stations in the Dodoma city,
according to the table below, The total number of people who interviewed in the city were
n=50 in Chamwino, the total number of respondent who interviewed were, n=21,were 15
respondents said they have it while 6 respondents did not have a favourite ad on TV stations,
at Dodoma town, the total number of respondent who interviewed were, n=14 were 13
respondents said they have seen it while 1 respondents did not have it, and Kongwa, the total
number of respondent who interviewed were, n=15 were 12 respondents said they have it
while 3 respondents did not have a favourite ad on TV stations, as it showing on the table
and graphy below:
Name of the District Yes No
Chamwino
15
6
Dodoma
13
1
Kongwa
12
3
Table 4.9 Shows if the respondents have a favourite ad on TV stations in the Dodoma city
(n=50).
Fig. 4.9
The respondents were asked if they have a favourite ad on TV stations in the Pwani Region,
according to the table below, The total number of people who interviewed in the city were
n=90 in Chalinze, the total number of respondent who interviewed were, n=30 were 18
respondents said they have it while 12 respondents did not Do you have a favourite ad on
TV stations, at Mlandizi, the total number of respondent who interviewed were, n=17 were
12 respondents said they have it while 5 respondents did not have it, Maimoja, the total
number of respondent who interviewed were, n=18 were 15 respondents said they have it
while 3 respondents did not have a favourite ad on TV stations, Kibaha, the total number of
respondent who interviewed were, n=14 were 13 respondents said they have it while 1
respondents did not have a favourite ad on TV stations, and Kibaha, the total number of
respondent who interviewed were, n=11 10 respondents said they have it while 1
respondents did not have a favourite ad on TV stations, as it showing on the table and graphy
below:
Name of the District Yes No
Chalinze
18 12
Mlandizi
12
5
Maimoja
15
3
Kibaha
13
1
Kibaha
10
1
Table 4.10 Shows if the respondents have a favourite ad on TV stations in the Pwani Region
(n=90).
Fig. 4.10
The respondents were asked if they have a favourite ad on TV stations in the Morogoro
Region, according to the table below, The total number of people who interviewed in the
city were n=50 in Gairo, the total number of respondent who interviewed were, n=15 were
15 respondents said they have it while 0 respondents did not have a favourite ad on TV
stations, at Kilosa, the total number of respondent who interviewed were, n=13 were 13
respondents said they have it while 0 respondents did not have it, Morogoro town, the total
number of respondent who interviewed were, n=12 were 12 respondents said they have it
while 0 respondents did not have a favourite ad on TV stations, and Morogoro, the total
number of respondent who interviewed were, n=10 were 10 respondents said they have it
while 0 respondents did not have a favourite ad on TV stations, as it showing on the table
and graphy below:
Name of the District Yes No
Gairo
15
0
Kilosa
13
0
Morogoro mjini
12
0
Morogoro
10
0
Table 4.11 Shows if the respondents have a favourite ad on TV stations in the Morogoro
Region (n=50).
Fig. 4.11
The respondents were asked if they have a favourite ad on TV stations in the Singida Region,
according to the table below, The total number of people who interviewed in the city were
n=50 in Singida, the total number of respondent who interviewed were, n=11 were 9
respondents said they have it while 2 respondents did not have a favourite ad on TV stations,
at Manyoni, the total number of respondent who interviewed were, n=12 were 11
respondents said they have it while 1 respondents did not have it, Singida, the total number
of respondent who interviewed were, n=14 were 8 respondents said they have it while 6
respondents did not have a favourite ad on TV stations, and Manyoni, the total number of
respondent who interviewed were, n=13 were 12 respondents said they have it while 1
respondents did not have a favourite ad on TV stations, as it showing on the table and graphy
below:
Name of the District Yes No
Singida
9
2
Manyoni
11
1
Singida
8
6
Manyoni
12
1
Table 4.12 Shows if the respondents have a favourite ad on TV stations in the Singida Region
(n=50).
Fig. 4.12
The respondents were asked if they remember any specific ad that was done in animation on
TV stations in the Dar es salaam city, according to the table below, The total number of
people who interviewed in the city were n=700 in Kinondoni district, the total number of
respondent who interviewed were, n=500 were 400 respondents said they remember it while
100 respondents did not remember any specific ad that was done in animation on TV
stations, at Ubungo district, the total number of respondent who interviewed were, n=186
were 100 respondents said they remember it while 86 respondents did not remember it, and
at Ilala district, the total number of respondent who interviewed were, n=14 were 10
respondents said they remember it while 4 respondents did not remember any specific ad
that was done in animation on TV stations, as it showing on the table and graphy below:
Name of the District Yes No
Kinondoni
400 100
Ubungo
100 86
Ilala
10 4
Table 4.13 Shows if the respondents remember any specific ad that was done in animation
on TV stations in the Dar es Salaam city (n=700).
Fig. 4.13
The respondents were asked if they remember any specific ad that was done in animation on
TV stations in the Mwanza city, according to the table below, The total number of people
who interviewed in the city were n=600 in Nyegezi, the total number of respondent who
interviewed were, n=41 were 40 respondents said they remember it while 1 respondents did
not remember any specific ad that was done in animation on TV stations, at Nyamagana, the
total number of respondent who interviewed were, n=109 were 100 respondents said they
remember it while 9 respondents did not remember it, Misungwi district, the total number
of respondent who interviewed were, n=61 were 60 respondents said they remember it while
1 respondents did not remember any specific ad that was done in animation on TV stations,
Ilemela, the total number of respondent who interviewed were, n=250 were 230 respondents
said they remember it while 20 respondents did not remember any specific ad that was done
in animation on TV stations, Igoma, the total number of respondent who interviewed were,
n=65 were 60 respondents said they remember it while 5 respondents did not remember any
specific ad that was done in animation on TV stations, Kisesa, the total number of respondent
who interviewed were, n=73 were 70 respondents said they remember it while 3 respondents
did not have a favourites ad on TV stations, and Buswelu, the total number of respondent
who interviewed were, n= 10 were 10 respondents said they have it while 0 respondents did
not remember any specific ad that was done in animation on TV stations, as it showing on
the table and graphy below:
Name of the District
Yes
No
Nyegezi
40
1
Nyamagana
100
9
Misungwi
60
1
Ilemela
230
20
Igoma
60
5
Kisesa
70
3
buswelu
10
0
Table 4.14 Shows if the respondents remember any specific ad that was done in animation
on TV stations in the Mwanza city (n=600).
Fig. 4.14
The respondents were asked if they remember any specific ad that was done in animation on
TV stations in the Dodoma city, according to the table below, The total number of people
who interviewed in the city were n=50 in Chamwino, the total number of respondent who
interviewed were, n=23 were 17 respondents said they remember it while 6 respondents did
not remember any specific ad that was done in animation on TV stations, at Dodoma town,
the total number of respondent who interviewed were, n=14 were 11 respondents said they
remember it while 3 respondents did not remember it, and Kongwa, the total number of
respondent who interviewed were, n=13 were 12 respondents said they remember it while 1
respondents did not remember any specific ad that was done in animation on TV stations, as
it showing on the table and graph below:
Name of the District Yes No
Chamwino
17
6
Dodoma
11
3
Kongwa
12
1
Table 4.15 Shows if the respondents remember any specific ad that was done in animation
on TV stations in the Dodoma city (n=50).
Fig. 4.15
The respondents were asked if they remember any specific ad that was done in animation on
TV stations in the Morogoro Region, according to the table below, The total number of
people who interviewed in the city were n=50 in Gairo, the total number of respondent who
interviewed were, n=15 were 11 respondents said they remember it while 4 respondents did
not remember any specific ad that was done in animation on TV stations, at Kilosa, the total
number of respondent who interviewed were, n=10 were 9 respondents said they remember
it while 1 respondents did not remember it, Morogoro town, the total number of respondent
who interviewed were, n=15 were 12 respondents said they remember it while 3 respondents
did not remember any specific ad that was done in animation on TV stations, and Morogoro,
the total number of respondent who interviewed were, n=10 were 8 respondents said they
remember it while 2 respondents did not remember any specific ad that was done in
animation on TV stations, as it showing on the table and graph below:
Name of the District Yes No
Gairo
11
4
Kilosa
9
1
Morogoro mjini
12
3
Morogoro
8
2
Table 4.16 Shows if the respondents remember any specific ad that was done in animation
on TV stations in the Morogoro Region (n=50).
Fig. 4.16
The respondents were asked if they remember any specific ad that was done in animation on
TV stations in the Singida Region, according to the table below, The total number of people
who interviewed in the city were n=50 in Singida, the total number of respondent who
interviewed were, n=13 were 10 respondents said they remember it while 3 respondents did
not remember any specific ad that was done in animation on TV stations, at Manyoni, the
total number of respondent who interviewed were, n=13 were 9 respondents said they
remember it while 4 respondents did not remember it, Singida, the total number of
respondent who interviewed were, n=14 were 13 respondents said they remember it while 1
respondents did not remember any specific ad that was done in animation on TV stations,
and Manyoni, the total number of respondent who interviewed were, n=10 were 8
respondents said they remember it while 2 respondents did not remember any specific ad
that was done in animation on TV stations, as it showing on the table and graph below:
Name of the District Yes No
Singida
10
3
Manyoni
9
4
Singida
13
1
Manyoni
8
2
Table 4.17 Shows if the respondents remember any specific ad that was done in animation
on TV stations in the Singida Region (n=50).
Fig. 4.17
The respondents were asked if they have seen Jambo lotion and Chai Jaba ads, on TV
stations in the Dar es Salaam city, according to the table below, the total number of people
who interviewed in the city were n=700 in Kinondoni district, the total number of respondent
who interviewed were, n=464 were 290 respondents said they have seen it while 174
respondents did not see Jambo lotion and Chai Jaba ads, on TV stations, at Ubungo district,
the total number of respondent who interviewed were, n=220 were 120 respondents said
they have seen it while 100 respondents did not see it, and at Ilala district, the total number
of respondent who interviewed were, n=16 were 10 respondents said they have seen it while
6 respondents did not see Jambo lotion and Chai Jaba ads, on TV stations, as it showing on
the table and graph below:
Name of the District Yes No
Kinondoni
290 174
Ubungo
120 100
Ilala
10 6
Table 4.18 Shows if the respondents have seen Jambo lotion and Chai Jaba ads, on TV
stations in the Dar es salaam city(n=700).
Fig. 4.18
The respondents were asked if they have seen Jambo lotion and Chai Jaba ads, on TV
stations in the Mwanza city, according to the table below, The total number of people who
interviewed in the city were n=600 in Nyegezi, the total number of respondent who
interviewed were, n=45 were 30 respondents said they have seen it while 15 respondents did
not have seen Jambo lotion and Chai Jaba ads, on TV stations, at Nyamagana, the total
number of respondent who interviewed were, n=85 were 60 respondents said they have seen
it while 25 respondents did not have seen it, Misungwi district, the total number of
respondent who interviewed were, n=65 were 40 respondents said they have seen it while
25 respondents did not see Jambo lotion and Chai Jaba ads, on TV stations, Ilemela, the total
number of respondent who interviewed were, n=215 were 120 respondents said they have
seen it while 95 respondents did not have seen it a favourites ad on TV stations, Igoma, the
total number of respondent who interviewed were, n=50 were 30 respondents said they have
seen it while 20 respondents did not see Jambo lotion and Chai Jaba ads, on TV stations,
Kisesa, the total number of respondent who interviewed were, n=125 were 70 respondents
said they have seen it while 55 respondents did not see Jambo lotion and Chai Jaba ads, on
TV stations, and Buswelu, the total number of respondent who interviewed were, n=15 were
10 respondents said they have it while 5 respondents did not have a favourites ad on TV
stations, as it showing on the table and graph below:
Name of the District
Yes
No
Nyegezi
30
15
Nyamagana
60
25
Misungwi
40
25
Ilemela
120
95
Igoma
30
20
Kisesa
70
55
buswelu
10
5
Table 4.19 Shows if the respondents have seen Jambo lotion and Chai Jaba ads, on TV
stations in the Mwanza city (n=600).
Fig. 4.19
The respondents were asked if they have seen Jambo lotion and Chai Jaba ads, on TV
stations in the Dodoma city, according to the table below, The total number of people who
interviewed in the city were n=50, in Chamwino, the total number of respondent who
interviewed were, n=25 were 18 respondents said they have seen it while 7 respondents did
not see Jambo lotion and Chai Jaba ads, on TV stations, at Dodoma town, the total number
of respondent who interviewed were, n=15 were 13 respondents said they have seen it while
2 respondents did not see it, and Kongwa, the total number of respondent who interviewed
were, n=10 were 9 respondents said they have seen it while 1 respondents did not see Jambo
lotion and Chai Jaba ads, on TV stations, as it showing on the table and graph below:
Name of the District Yes No
Chamwino
18
7
Dodoma
13
2
Kongwa
9
1
Table 4.20 Shows if the respondents have seen Jambo lotion and Chai Jaba ads, on TV
stations in the Dodoma city (n=50).
Fig. 4.20
The respondents were asked if they have seen Jambo lotion and Chai Jaba ads, on TV
stations in the Pwani Region, according to the table below, The total number of people who
interviewed in the city were n=90, in Chalinze, the total number of respondent who
interviewed were, n=17 were 15 respondents said they have seen it while 2 respondents did
not see Jambo lotion and Chai Jaba ads, on TV stations, at Mlandizi, the total number of
respondent who interviewed were, n=14 were 13 respondents said they have seen it while 1
respondents did not see it, Maimoja, the total number of respondent who interviewed were,
n=26 were 25 respondents said they have seen it while 1 respondents did not see Jambo
lotion and Chai Jaba ads, on TV stations, Kibaha, the total number of respondent who
interviewed were, n=11 were 10 respondents said they have seen it while 1 respondents did
not see Jambo lotion and Chai Jaba ads, on TV stations, and Kibaha, the total number of
respondent who interviewed were, n=12 were 11 respondents said they have seen it while 1
respondents did not see Jambo lotion and Chai Jaba ads, on TV stations, as it showing on
the table and graph below:
Name of the District Yes No
Chalinze
20
7
Mlandizi
18
6
Maimoja
25
1
Kibaha
10
1
Kibaha
11
1
Table 4.21 Shows if the respondents have seen Jambo lotion and Chai Jaba ads, on TV
stations in the Pwani Region (n=90).
Fig. 4.21
The respondents were asked if they have seen Jambo lotion and Chai Jaba ads, on TV
stations in the Morogoro Region, according to the table below, The total number of people
who interviewed in the city were n=50 in Gairo, the total number of respondent who
interviewed were, n=12 were 9 respondents said they have seen it while 3 respondents did
not see Jambo lotion and Chai Jaba ads, on TV stations, at Kilosa, the total number of
respondent who interviewed were, n=16 were 8 respondents said they have seen it while 3
respondents did not see it, Morogoro town, the total number of respondent who interviewed
were, n=12 were 10 respondents said they have seen it while 2 respondents did not see Jambo
lotion and Chai Jaba ads, on TV stations, and Morogoro, the total number of respondent who
interviewed were, n=10 were 8 respondents said they have seen it while 1 respondents did
not see Jambo lotion and Chai Jaba ads, on TV stations, as it showing on the table and graph
below:
Name of the District Yes No
Gairo
9
3
Kilosa
13
4
Morogoro mjini
10
2
Morogoro
8
1
Table 4.22 Shows if the respondents have seen Jambo lotion and Chai Jaba ads, on TV
stations in the Morogoro Region (n=50).
Fig. 4.22
The respondents were asked if they have seen Jambo lotion and Chai Jaba ads, on TV
stations in the Singida Region, according to the table below, The total number of people who
interviewed in the city were n=50 in Singida, 14 were 11 respondents said they have seen it
while 3 respondents did not see Jambo lotion and Chai Jaba ads, on TV stations, at Manyoni,
the total number of respondent who interviewed were, n=10 were 9 respondents said they
have seen it while 1 respondents did not see it, Singida, the total number of respondent who
interviewed were, n=16 were 12 respondents said they have seen it while 4 respondents did
not see Jambo lotion and Chai Jaba ads, on TV stations, and Manyoni, the total number of
respondent who interviewed were, n=10 were 8 respondents said they have seen it while 2
respondents did not see Jambo lotion and Chai Jaba ads, on TV stations, as it showing on
the table and graphy below:
Name of the District Yes No
Singida
11
3
Manyoni
9
1
Singida
12
4
Manyoni
8
2
Table 4.23 Table that shows if the respondents have seen Jambo lotion and Chai Jaba ads,
on TV stations in the Singida Region(n=50).
Fig. 4.23
The respondents were asked if they think they are easy or hard to understand, in the Dar es
salaam city, according to the table below, The total number of people who interviewed in
the city were n=700 in Kinondoni district, the total number of respondent who interviewed
were, n=465 were 430 respondents said they think they are easy to understand while 35
respondents think they are hard to understand, at Ubungo district, the total number of
respondent who interviewed were, n=220 were 200 respondents said they think they are easy
to understand it while 20 respondents think they are hard to understand it, and at Ilala district,
the total number of respondent who interviewed were, n=15 were 10 respondents said they
think they are easy to understand it while 5 respondents think they are hard to understand,
as it showing on the table and graph below:
Name of the District Yes No
Kinondoni
430 35
Ubungo
200 20
Ilala
10
5
Table 4.24 Shows if the respondents think they are easy or hard to understand, in the Dar es
Salaam city (n=700).
Fig. 4.24
The respondents were asked if they think they are easy or hard to understand in the Mwanza
city, according to the table below, The total number of people who interviewed in the city
were n=600 in Nyegezi, the total number of respondent who interviewed were, n=45 were
30 respondents said they think they are easy to understand it while 15 respondents think they
are hard to understand, at Nyamagana, the total number of respondent who interviewed were,
n=110 were 50 respondents said they think they are easy to understand while 60 respondents
think they are hard to understand it, Misungwi district, the total number of respondent who
interviewed were, n=55 were 40 respondents said they think they are easy to understand
while 15 respondents think they are hard to understand, Ilemela, the total number of
respondent who interviewed were, n=195 were 110 respondents said they think they are easy
to understand while 85 respondents think they are hard to understand, Igoma, the total
number of respondent who interviewed were, n=00 were 35 respondents said they think they
are easy to understand it while 25 respondents think they are hard to understand, Kisesa, the
total number of respondent who interviewed were, n=120 were 70 respondents said they
think they are easy to understand it while 50 respondents think they are hard to understand,
and Buswelu, the total number of respondent who interviewed were, n=15 were 10
respondents said they think they are easy to understand it while 5 respondents think they are
hard to understand, as it showing on the table and graphy below:
Name of the
Yes No
District
Nyegezi
30 15
Nyamagana
50 60
Misungwi
40 15
Ilemela
110 85
Igoma
35 25
Kisesa
70 50
buswelu
10
5
Table 4.25 Shows if the respondents think they are easy or hard to understand, in the
Mwanza city (n=600).
Fig. 4.25
The respondents were asked if they think they are easy or hard to understand in the Dodoma
city, according to the table below, The total number of people who interviewed in the city
were n=50 in Chamwino, the total number of respondent who interviewed were, n=21 were
15 respondents said they think they are easy to understand it while 6 respondents think they
are hard to understand, at Dodoma town, the total number of respondent who interviewed
were, n=16 were 13 respondents said they think they are easy to understand it while 3
respondents think they are hard to understand it, and Kongwa, the total number of respondent
who interviewed were, n=13 were 12 respondents said they think they are easy to understand
it while 1 respondents think they are hard to understand, as it showing on the table and graph
below:
Name of the District Yes No
Chamwino
15
6
Dodoma
13
3
Kongwa
12
1
Table 4.26 Shows if the respondents think they are easy or hard to understand, in the
Dodoma city (n=50).
Fig. 4.26
The respondents were asked if they think they are easy or hard to understand in the Pwani
Region, according to the table below, The total number of people who interviewed in the
city were n=90 in Chalinze, the total number of respondent who interviewed were, n=30
were 18 respondents said they think they are easy to understand it while 12 respondents
think they are hard to understand, at Mlandizi, the total number of respondent who
interviewed were, n=17 were 12 respondents said they think they are easy to understand it
while 5 respondents think they are hard to understand it, Maimoja, the total number of
respondent who interviewed were, n=18 were 15 respondents said they think they are easy
to understand it while 3 respondents think they are hard to understand, Kibaha, the total
number of respondent who interviewed were, n=14 were 13 respondents said they think they
are easy to understand it while 1 respondents think they are hard to understand, and Kibaha,
the total number of respondent who interviewed were, n=11 were 10 respondents said they
think they are easy to understand it while 1 respondents think they are hard to understand,
as it showing on the table and graph below:
Name of the District Yes No
Chalinze
18 12
Mlandizi
12
5
Maimoja
15
3
Kibaha
13
1
Kibaha
10
1
Table 4.27 Shows if the respondents think they are easy or hard to understand, in the Pwani
Region (n=90).
Fig. 4.27
The respondents were asked if they think they are easy or hard to understand in the Morogoro
Region, according to the table below, The total number of people who interviewed in the
city were n=50 in Gairo, the total number of respondent who interviewed were, n=14 were
11 respondents said they think they are easy to understand it while 3 respondents think they
are hard to understand, at Kilosa, the total number of respondent who interviewed were,
n=10 were 9 respondents said they think they are easy to understand it while 1 respondents
think they are hard to understand it, Morogoro town, the total number of respondent who
interviewed were, n=16 were 12 respondents said they think they are easy to understand it
while 4 respondents think they are hard to understand, and Morogoro, the total number of
respondent who interviewed were, n=10 were 8 respondents said they think they are easy to
understand while 2 respondents think they are hard to understand, as it showing on the table
and graph below:
Name of the District Yes No
Gairo
11
3
Kilosa
9
1
Morogoro mjini
12
4
Morogoro
8
2
Table 4.28 Shows if the respondents think they are easy or hard to understand, in the
Morogoro Region (n=50).
Fig. 4.28
The respondents were asked if they think they are easy or hard to understand in the Singida
Region, according to the table below, in Singida, 10 respondents said they think they are
easy to understand it while 3 respondents think they are hard to understand, at Manyoni, 10
respondents said they think they are easy to understand it while 1 respondents think they are
hard to understand it, Singida, 10 respondents said they think they are easy to understand it
while 4 respondents think they are hard to understand, and Manyoni, 10 respondents said
they think they are easy to understand it while 2 respondents think they are hard to
understand, as it showing on the table and graph below:
Name of the District Yes No
Singida
10
2
Manyoni
9
1
Singida
13
6
Manyoni
8
1
Table 4.29 Shows if the respondents think they are easy or hard to understand, in the Singida
Region (n=50).
Fig. 4.29
Chapter 5
SUMMARY OF FINDINGS,
CONCLUSION, AND
RECOMMENDATIONS
This chapter presents a summary, conclusion and recommendations based on the key
findings that arose. The study aimed to explore the Impact of Animation as a Tool for
Advertising Business in Tanzania.
Animation has important role in TV commercials as well as Web banners and posters. They
have positive impacts on recall, recognition, memory, attention and others. This justifies the
attempt to further explore this area. Though a good animation faces some challenges also
like it needs expertise and skills, its importance and effectiveness can’t be underestimated.
Animation advertising is vast area and it requires empirical studies. (Goel and Upadhyay,
2017)
In particular, the triangulation methodology study employed social action theory to
investigate the impact that the audience creates and their perception toward Jambo lotion
animation advertisement. However, other media and communication theories have been used
to give a thorough discussion of the research problem.
This study has applied qualitative and quantitative research methods that involved in depth
interviews and survey questionnaire. As discussed earlier, combination of quantitative and
qualitative approaches enable the researcher to enhance credibility of the research findings
(Biber, 2010, p. 3). Since this study is based on exploring how people understand the impact
of animation advertisements, findings show that, the audience who are the active and media
knowledgeable recipients were able to understand the impact of Animation advertisement in
the country.
The general finding of this study is generated by the combination of qualitative and
quantitative data. Apparently, audience’s understanding is based on the fact that they are
able to watch and they have positive perception toward Jambo lotion animation
advertisement. Ability of the audience to interpret Jambo lotion animation advertisement
was explored by using in-depth interview.
Although this paper has found that audience were able to engage with Jambo lotion
animation as intended, it is also possible for audience to and interacting with the animation
film used to advertise contrary to the intended product advertisement. Wilson (2009) argues
that, sociological and psychological factors might affect the way audience to engage and
interacting with the animation film used to advertise the jambo lotion product.
The research examines the physiological Impact of Animation as a Tool for Advertising
Business in Tanzania on the viewers. The result suggests that the due to the improvement of
animation techniques in the media platform, the advertisements have now become more
interactive. In this type of advertisement, the effect of animation to the society has shown
greater impact to the society to prove that if the companies will consider to use animation as
an advertisement tool for their business, there will be positive impact in term of both profit
and customer’s growth. It will increase the demand of the product and thus the economy of
the country will rise.
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Chapter 6
Appendix
Interview questions
I introduced my, then I asked my respondents (individually) to introduce themselves by
giving their name, gender.
Then, interview session started by showing them Jambo lotion and Chai Jaba animation
advertisements so as to remind them of what animation my study is referring to so as to avoid
misunderstanding.
Interview questions: Jambo lotion and Chai jaba Television
animation ads
1. Do you watch Television advertisements?
2. Do you have a favourite ad?
3. Do you remember any specific ad that was done in animation?
4. Have you seen Jambo lotion and Chai Jaba ads, on TV?
5. What do you think about them?
6. Do you think they are easy or hard to understand?
7. Why do you think about the outcome might happened to occur when animation film
where used to advertise a particular product so?
Appendix
8. How engagement affected the people after interacting with the animation film were
used to advertise the particular product?
9. What awareness occurred for the people to understand the importance of using
animation film as a tool for business growth?
10. What is your general conclusion about Jambo lotion and Chai jaba animation
advertisement messages?
Chapter 7
Appendix 2
Jambo Lotion animation advertisement pictures
Fig. 7.1
Fig. 7.2