Visual Brand Recognition and Emotional Communication in AIGC Brand Videos

Abstract

In Coca-Cola’ s Masterpiece, a bottle moves between paintings on its way to a student. In the Toys“R”Us film created with Sora, a child encounters the brand’ s mascot in a dream. This study uses a literature review and publicly available case materials to examine how these product and character narratives connect visual brand recognition with emotional storytelling. The analysis traces what remains visually stable and what the branded element does as the scene changes. Help and refreshment are represented through the bottle’ s transfer, while the mascot’ s companionship links the dream to the brand. These actions guide the reading of the generated imagery. The design implications concern the features retained between shots, the interactions used to develop emotion, and the information kept when the format changes. They are proposals for creative practice, without evidence here of effects on audience attitudes or behavior.