How animation works in advertisement?
In ad world, animated characters can't be used in the same manner as they are used in Internet or websites. Creating a 3D animation or a clay motion ad is also different from making models, sketching figures or painting the backdrops. The process is much more creative than that.
The process comprises of elaborately conceptualizing when a creative director and his team have to develop the character, keeping in view the target audience, putting the theme, concept and character in its proper backdrop so that the effective communication with the viewer is possible.

To understand the process broadly, it begins with clear and full understanding of the concept i.e. what the advertiser intends to convey through this ad. At the second level, it is important to understand the product to determine the suitability of the characters with that product.

Skill Required
For making marks in ad world, animators must have excellent creative and artistic skills with a flair for drawing and sketching.
Apart from this, a good sense of humour and an observant eye to spot the incongruous is necessary because ad world demands people who have an insight for coming times, who have an eye for changing consumer taste.

In addition, you must possess proficiency in handling current animation and multimedia software i.e. Animo, Maya, 3D Studio, Max Adobe after, Effects, Tictactoon, Flash Gift Animator, U Lead and a good compositing software like Adobe Photo Shop, Illustrate or Corel Draw.

Entire team of artists have to work in tandem to get the lighting, composition, modelling and assemble and adjust to compose a frame, thereby opening lots of opportunities for animators in commercial world.

Where to get trained?
Numerous institutes have sprung up in recenttimes. Do some homework b fore joining an institute Le roam all the reputed animation schools in city an d try to find out institute that focus less on the software and more on honing your animation skills. Because, ad world require creative minds first. Software proficiency comes later.