Reading: Jin, Chang-Hyun (2011) ‘The role of animation in the consumer attitude formation: Exploring its implications in the tripartite attitudinal model’ in Journal of Targeting, Measurement and Analysis for Marketing (online)

• “Animations are created by recording a series of still images – drawings, objects or people – in various positions of incremental movement. When played back, the still images appear as one continuous image that gives the illusion of motion. Some researchers emphasize that animation is a highly effective design tool for capturing viewer interest and attention.”