| Advertisers use animal characters to attract attention or create a positive feeling about the products. The various animal characters created by the level of physical similarity to human; most of them are made very humanlike, and some are deliberately made more similar to the real animal. This study examines the effect of the level of similarity to human of anthropomorphic animal characters on consumer attitudes towards brands. We also examine consumer attitudes toward advertising, sincerity, and excitement ofcharacter as mediating variables. This research uses experimental methods using printed advertising media as a stimulus. Animal character in the ad was manipulated by the level of similarity with human. The results showed that anthropomorphic animal character in ad affects consumer attitudes towards brand, through the mediation of consumer attitudes toward advertising and the excitement of animal characters. Animal characters with highest level similarity to human have the most positive effect. |