Verifying the Effectiveness of Using Virtual Characters for the Promotion of a University Department

While real character images in advertising films affect how viewers evaluate a brand, virtual characters are becoming increasingly popular in contemporary marketing, as they are not influenced by personal factors. This study used AI software, word-to-sound to video-lip sync film tools, and film cutting tools to produce a promotional film for a university department and designed a storyboard with virtual characters playing teachers and students in dialog. In addition, this study verified the effectiveness of this promotional video by obtaining feedback from 151 people that viewed the advertising film and filled out the questionnaire. The results of the respondents showed high recognition for the visual appeal and content of the virtual spokesperson.