Ordinary consumers pay more attention to personalized needs and spiritual pleasure. Cartoon images reflect this need. Its unique personality makes people feel close, vivid and happy to related brands. Impressive and receptive at the same time. Commercial culture is most concerned about public benefits, and visual cartoons are the most effective for public acceptance. They are the most active in the picture, so they are naturally used more and more widely in advertising and marketing. This is also the relationship between visual culture and business. The inevitable development of culture. For new brands, establishing a brand mascot is a powerful means to quickly gain a foothold in the market and establish brand status. Images are easier for people to recognize, remember and like than words. This is a basic law of psychology and the same is true in advertising. Setting up mascots in the same industry can help highlight characteristics, implement differentiated brand promotion, reflect a distinctive brand image, attract special attention from consumers, and accelerate brand promotion. Many cartoon images are familiar to people. They are fond of people and are willing to accept them to promote product sales. A good mascot becomes a brand symbol. As the brand's influence expands and the cartoon image becomes deeply rooted in people's hearts, the image itself may also have great commercial value. For example, various related items for making cartoon images can not only make profits, but also further expand the publicity effect. Successful cartoon images bring not only successful corporate brands, but also extend to many new fields and form a series of related industries. In June 1992, two years after the Beijing Asian Games ended, a small security door factory in Yingkou, Liaoning Province chose the image and text of the Asian Games mascot panda "Panpan" to register a trademark. In just 4 years, Panpan security doors were sold nationwide. , and thus the Panpan Group, Asia's largest security door company, was born. The advertising slogan "Panpan is home, live and work in peace and contentment" can still be said to be a household name today. At that time, the domestic brand concept was very weak, otherwise Panpan Group may not have been able to obtain this trademark so smoothly.

In 2000, when "Jingjing", the grandson of the original giant panda "Panpan", was born, Panpan Group immediately registered and applied for the "Jingjing" trademark, which is currently used in two categories: safety doors and radiators. in the product. Coincidentally, the 2008 Olympic Games mascot Fuwa cartoon series also includes the panda "Jingjing", which will bring greater Olympic effect to Panpan Group. Panpan Group also said that it may transfer the trademark use rights through auction. For other companies, this will help expand the brand effect of famous cartoon images. Panpan is just one representative work of many successful cases, which reflects the attention economy brought by cartoon images to brand promotion. In fact, not only companies, but also government agencies, social organizations, etc. also like to use cartoon images to promote themselves.

The cartoon JC and cartoon soldier images designed by relevant departments in Beijing, the "show baby" cartoon image of Sprite's "My Style My Show" competition, and of course the most influential cartoon images of the Fuwa series for the 2008 Olympic Games , the 2010 Shanghai World Expo is also soliciting mascots from all over the world. This shows that companies using cartoon images as brand spokespersons are also in line with social trends and can produce extensive social effects. These cartoon images can vividly convey the concepts of the things they represent, bring people closer to the things they represent, and win people's love with their cute images. An excellent cartoon image is enough to become a classic and timeless, or even a fashion. It is certain that the mascots of the Beijing Olympics and Shanghai World Expo will set off a new trend of cartoon marketing among domestic enterprises. Cartoons have become popular as a fashionable culture. At present, the country is vigorously promoting the creative cultural industry, including the animation industry. Corporate brand cartoon images will add new vitality to China's animation industry and drive the mutually beneficial development of multiple industries. The application of cartoon images in household products. The first one to use cartoon images as a brand logo should be the American RCA TV. It can be said to be the earliest TV brand. Since the beginning of TV production in 1930, the cartoon puppy Nipper has been used. As a mascot, it was originally the mascot of a record company and was later transferred to RCA.

RCA has been the world's largest TV brand for half a century. It later declined and was acquired by China's TCL Group in 2004. It is mainly sold in the United States, but this mascot is still in use. Of course, the most widely used area for cartoon images is the food industry. Probably because food and cartoon characters are children's favorites, the combination of the two can promote product sales and establish brand image. The earliest popular brand cartoon image in China should be "Master Kong". In 1992, Ting Hsin Group began to produce and sell instant noodles in Tianjin. It abandoned the original real-person advertising method and adopted an easy-to-remember cartoon chef image, and based on the language of northern residents. It is customary to name it "Master Kong", of course Kang means health, in order to create a brand image of "a healthy and delicious health food expert". It can be said that "Master Kong" has become the most well-known cartoon image in China. Similarly, there is the mascot "Sanquan Boy" of the famous frozen food brand Sanquan. The white kitchen hat shows the connection with food; the cute scarf shows the modern relaxed feeling; the smart big eyes show It shows the character's cleverness, wit and wisdom, and shows the image of a messenger delivering easy food.

During the 2006 World Cup, Mengniu launched the cartoon character "Milk Man Duoduo", dancing and playing football happily, conveying the quality connotation of Mengniu milk to strengthen the body. In 1998, Yinxin Group, a well-known food company in Hubei Province, registered the image and word trademark "Fuwa", which happened to have the same name as the mascot of the 2008 Olympic Games. This made Yinxin Food very proud. It is said that sales continued to increase after the release of the Olympic mascot "Fuwa" Growth; Yinxin Group has established a special Fuwa Food Company for this purpose, and plans to strive for greater brand effect and economic benefits around "Fuwa". Other famous cartoon characters include "Wangzi" from Want Want Group, "Prince Danone" from Danone biscuits, Kraft's "Grimace Dudu" biscuits, "White Rabbit" from White Rabbit toffee, "Golden Monkey" from Golden Monkey toffee, Huiji Food’s “Haobashi”, Master Kong’s “Little Tigers” biscuits, Garden’s “Animal Biscuits” and so on. In addition, there are more food products that use cartoon characters from Disney and Japanese cartoons as brand spokespersons, such as Hong Kong Juye, Shanghai Tianle and Beijing Lotte, etc. This can be seen in shopping malls, needless to say. It is reported that cartoon food is the most active part of the food industry in developed countries in the world and is the leader in innovation in the food industry. Cartoon food accounts for more than 30% of the entire food category.