The Rapid Rise of CGI Advertising: Bringing the Impossible to Life

Purpose – The purpose of this study is to analyze consumer comments on Computer-Generated Imagery (CGI) advertisements for Maybelline and L'Oreal Paris brands using sentiment analysis. The aim is to identify the reactions of consumers to these innovative advertising formats and the general trends of the comments. Design/Methodology/Approach – In the research study, online consumer comments on Maybelline and L'Oreal Paris CGI advertisements were collected and evaluated using the sentiment analysis method. The data was analyzed using natural language processing (NLP) tools, which allow comments to be categorized as positive, negative, or neutral, and Ekman’s sentiment analysis method. Findings and Implications – The results of the analyses show that the majority of comments for both brands are positive, creating emotions of joy and surprise in consumers. This reveals that CGI advertisements have an overall positive impact on consumers. The findings emphasize that brands can use CGI technology as an effective tool to strengthen consumer perception. Managerial implications point to the importance of brands adopting innovative advertising strategies by investing in CGI ads. Limitations – The present research is limited to CGI adverts of Maybelline and L'Oreal Paris brands only. Moreover, the comments analyzed were collected solely from online platforms. Originality – This is one of the limited number of studies analyzing the emotional reactions to CGI advertisements based on consumer comments. It fills an important gap in the literature by examining consumer perception of CGI advertising in depth.