Use Of Innovating Advertising : Conventional Vs. Innovative Anthropomorphic Advertising

1281 Words May 7th, 2016 6 Pages
The use of the anthropomorphism method in advertising is a key component to product and brand success in our modern society as well as in the past. According to Joshua Shaffer, the author of the article “Innovating Advertising: Conventional vs. Innovative Anthropomorphic Advertising Approaches in the Twenty-First Century,” “Anthropomorphism means the attribution of human traits or characteristics to inanimate objects.” More specifically “anthropomorphism is a feeling, emotion, or action taken by human beings to attribute human characteristics to inanimate objects (Shaffer).” A common example of this is the phrase “My dog loves me.” Animals are not typically capable of acquiring the ability to love as well as other human-like emotions. Companies use this technique to give their brands personality by using inanimate objects or animals and giving them human like qualities. Using anthropomorphism, companies develop brand loyalty. “Brand loyalty is built and strengthened by a company’s ability to create a strong emotional connection to a certain brand (Shaffer).” A strong emotional connection with consumers is an essential part of creating such loyalty because it is not an easy task to build brand loyalty. The consumer must build a certain amount of trust and emotion for the brand in order for them to fully be loyal to a brand. “Products are seen as having consciousness or a soul, an underlying defining essence analogous to a genetic code, personality, relationships, and…
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