%0 Journal Article %T The effect of animated messages and real characters in advertising on the attitude, attraction and intention to buy consumers' of sports goods %J Consumer Behavior Studies Journal %I University of Kurdistan %Z 2717-0004 %A asgar, ali %A ahmadi, sirous %A sayed alinezhad, Azadeh %D 2022 %\ 09/23/2022 %V 9 %N 3 %P 56-87 %! The effect of animated messages and real characters in advertising on the attitude, attraction and intention to buy consumers' of sports goods %K Consumer attraction %K Celebrities %K Animated characters %K Attitude to advertising and brand %K Purchase intention %R 10.34785/J018.2022.006 %X The aim of this study was the analysis effect of animated messages and real characters in advertising on the attitude, attraction and intention to buy consumers' of sports goods. The research method is descriptive-correlational and has been performed in the field. The statistical population of the study was 1217 students of physical education students in the universities of Hamadan, (Islamic Azad University, Bu Ali Sina University and Payame Noor University) which according to Morgan table, 296 people were selected as a sample by stratified-random method. To measure the main variables of the research, 80 questions were designed by combining questionnaires of several researchers, which are: effect of animated messages and real characters in advertising Forozandeh (2014), consumer attraction Forozandeh (2014), purchase intention Lida Shayan (2010), attitude to advertising Liu et al (2002) and brand attitude Chang and Liu (2009). validity of the tools was evaluated and approved by experts (content validity), Cronbach's alpha coefficient (reliability), and confirmatory factor analysis (structural validity). The findings were analyzed using structural equation modeling in Smart PLS software. results showed that, advertising through animation and real characters both have a significant effect on the formation of attitudes towards advertising and brand, consumers' attraction and purchase intention. Based on the research findings, it can be said that the more these advertisements are designed in creative and attractive ways, such as the use of famous and favorite persons and animated characters, the more they will impress their audience. And it will motivate them to choose that brand %U https://cbs.uok.ac.ir/article_62290_f3976324f3b87784c67f8c703812ba53.pdf