Formulation aspects' standards for Character Design in Advertising

Character as an entity is used in many discipline of the design, such as illustrated books, edutainment games, feature films, TV commercials and printed ads, it has its visual properties which qualifies for visual persuasion. we find character design in the logo and corporate identity’s interactive/animated applications. The designer applies all design elements such as character’s lines, form, texture, expressions of the face and body language for the visual properties, to achieve an addressed visual communication to the receptor.
The research problem is: How to use the elements of formulated aspects for the advertising character as a visual semantics for advertising’s message. Paper is dealing with two variables: character structure’s design for visual communication, second is the advertising’s message, which influence creativity process for character design in advertising.
Paper’s hypothesis proposes the existence of semantics in advertising’s character structure design, those semantics have formulation and kinetic aspect for the character design, designer use it to convey the message of the advertising, and achieve the goals of it visually. Objective of the research is analyzing and develop aspects of the character’s formulation and kinetic design to gain access to a few standards that must be considered during the design of the advertising character based on the message of the ad. research importance is to develop standards for Advertising character formation’s variables, which qualifies it to achieve the objective of the ad and highlight the advertising’s message visually. Research scope is character design process for printed advertising and TV commercials, starting from conceptual phase of design based on written scenario; ending with animation. Descriptive and analytical methodologies in the paper to descript requirements of designing advertising character and analyze variables to find out conclusions.
Research has three parts to find conclusions and recommendations; First one about aspects of personality for designing the character. Second part is addressing the design’s characteristic for design advertising characters. Third one about standards of character design to achieve the formative’s aspect of advertising character.