The Impact Of CGI Simulation Virtual Spokesman Features On Advertising Effects

Since the era of global intelligence has arrived and digital technologies such as AI(Artificial Intelligence),VR(Virtual Reality),CGI(Computer-Generated Image),and panoramic holograms have been updated and iterated,more and more virtual images have appeared in people’s horizon.The development of intelligent technology has blurred the boundary between reality and virtual reality.Its extremely high commercial value has prompted more and more enterprises to try to invite virtual celebrities who have a certain degree of reputation as brand spokesman,and even specially build CGI-based simulated virtual spokespersons for brands to fully respond to the era of intelligent communication of enterprises and to create new trends in smart marketing.In the past,the research on the influence of virtual spokespersons’ characteristics on consumers’ advertising attitudes mainly focused on non-simulated virtual images such as cartoons or cartoons,but there was no in-depth research on the characteristics of CGI virtual spokespersons.This paper mainly discusses the characteristics of CGI simulated virtual spokespersons and their influence on consumers’ advertising attitudes,and innovatively introduces the mediation variable of brand authenticity to analyze the mediation effect of CGI simulated virtual spokespersons’ characteristics on consumers’ advertising attitudes.This article takes KFC’s CGI simulation virtual spokesperson — the younger version of Colonel Sanders and high-end skincare brand SK-II’s CGI simulation virtual spokesperson Imma as the research object.An exploratory study of 16 in-depth interview samples found that the CGI simulation virtual spokesperson has three typical attribute characteristics: personality matching,social interaction,attractiveness.A structural equation model was constructed using questionnaire data from426 random samples to test the effect of the characteristics of the virtual spokesperson of the CGI simulation on consumers’ advertising attitudes.The research found that the three CGI simulation virtual spokesperson characteristics of personality matching,attractiveness and social interaction have a significant positive impact on consumers’ advertising attitudes and brand authenticity.Brand authenticity has a significant mediation effect impact on the relationships between above-mentioned variables.The CGI simulation virtual spokesperson characteristic of personality matching has a significant positive impact on the characteristics of attraction,while the characteristics of attraction have a significantpositive influence on the characteristics of social interaction.Based on empirical research findings,this paper proposes targeted strategies on how to apply and strengthen the CGI simulation virtual endorsement feature to enhance brand authenticity and thereby bring positive advertising effects.The research results provide a new perspective for the research of virtual spokespersons.In the past,researches on the influence of the characteristics of virtual spokespersons on advertising attitudes have mainly focused on cartoon or cartoon non-simulation virtual images,while there has been no in-depth research on the characteristics of CGI simulation virtual spokespersons.The application of CGI virtual spokespersons in marketing is expanded.The research results have practical guiding significance and provide suggestions for enterprises to implement brand spokesperson marketing strategy.It is suggested that enterprises can try to use CGI simulation virtual image matching with brand personality as brand spokespersons to promote brands and products according to their own brand characteristics.Give full play to the attraction characteristics of CGI simulation virtual spokespersons.Actively guide and promote the interaction between consumers and CGI virtual spokespersons.Enhance consumers’ perception of brand authenticity and emphasize brand values.Innovative marketing methods to expand the volume of brand awareness.