Influence of Cartoon Character in Advertising on Credibility of Advertising Message: Russian Pharmaceutical Market

The study is devoted to research of the impact of cartoon character in advertising on the credibility of the advertising message in the Russian pharmaceutical market. The work includes 3 chapters and 2 key research blocks: content analysis of TV commercials and banner ads on the Internet, and a large-scale online survey implemented by the "snowball" method. The consumer confidence index is decreasing annually. Against the background of visible changes in consumer behavior, a number of advertising campaigns continue to use cartoon characters. This work is an in-depth continuation of the previously defended coursework of 2018, "The Impact of Cartoon Character in Advertising on the Credibility of an Advertising Message", which was carried out under the direction of Asya Filippovna Weksler. Focusing on a narrower research discourse on pharmaceutical advertising, we aim to explore in more detail the phenomenon of consumer confidence in cartoon characters and test the research hypotheses put forward.