Anthropomorphism and Beyond! Conventional and Innovative Approaches to Anthropomorphic Advertising and Subsequent Effects on Global Society Joshua Shaffer Business Administration: Marketing College of Business Administration Savannah State University e-mail: [email protected]
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Anthropomorphism and Beyond! Conventional and Innovative Approaches to Anthropomorphic Advertising and Subsequent Effects on Global Society Joshua Shaffer.
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Anthropomorphism and Beyond! Conventional and Innovative Approaches to
Anthropomorphic Advertising and Subsequent Effects on Global Society
Joshua ShafferBusiness Administration: MarketingCollege of Business Administration
• Motivation for research• Purpose of research/focus questions• Conventional & Innovative Anthropomorphism• Literature review• Research methodology• Conceptual frameworks• Data analysis• Discussions• Conclusions/Future Research• Questions
Motivation for Research • Anthropomorphism is an interpretation of what is not human in
terms of human or personal characteristics.
• Anthropomorphic Advertising has been a prevalent concept in advertising campaigns for many years now.
• Anthropomorphic Advertising is inexpensive, yet effective.
• Anthropomorphic Advertising encompasses more than just “typical” ads featuring cartoon characters. New Anthropomorphic ad campaigns are clever and creative.
Anthropomorphic Advertising
Human interaction with Aflac duck
Duck hands over money
Aflac duck introduces brand
Pigeon represents competitor
Frogs start rapping
Animals close commercial together
Research Purpose & Objectives
• This research focuses on the effects of anthropomorphism in advertising. This paper investigates the following questions:
– What factors encourage or create anthropomorphism in consumers?– What effects do anthropomorphic advertising and anthropomorphic
feelings created by advertising have on consumers?– How does anthropomorphic advertising affect the global society?
Conventional Anthropomorphic Advertising
Conventional Anthropomorphic Advertising•All advertisements which fit the standard definition for anthropomorphic advertising.•Type of advertising that most people would recognize readily and clearly.•Examples include M & M’s spokescharacters, Geico Gecko•Existent in literature
Conventional Anthropomorphism
Female M&M talking to humans at party
Showing emotion towards human men
Enter male M&M’s character
Strips “candy shell” and dances to background music
Closes commercial with reinforcing tagline
Explaining that she is not actually naked
Conventional Anthropomorphic Advertising
Client: Kairos Kid & Family Aid Agency: Maruri Publicidad, Ecuador
Cause-RelatedRelationship-Strength
Client: TideAgency: Miami Ad School, San Francisco
Innovative Anthropomorphic Advertising
Innovative Anthropomorphic Advertising•Research contribution•A new way to create anthropomorphic feelings in consumers.•Utilized in ads which do not feature anthropomorphism inside the ad, but are aimed at creating anthropomorphic feelings as a result.•Often display inanimate objects in the ad, but the anthropomorphic feelings are as a result of either words on the ad or the emotional connection created with the consumer.
• Anthropomorphic advertising will continue to prevail as an important marketing tool.
• The research introduces a new advertising approach to be used by marketers and advertisers – Innovative Anthropomorphic Advertising.
• Anthropomorphic advertising is already having a profound effect on global society due to apparent differences in the usage and applications of conventional and innovative anthropomorphic advertising across cultures.
• Major Contribution - With the advancement of technology, innovative anthropomorphic advertising will likely become more prevalent in its uses. Since this new form focuses on feelings rather than living creatures, its deemed to be less expensive and fit for use by small businesses and advertisers.
Conclusion & Future Research• The research introduces a new advertising approach / appeal to be
investigated by academics and practitioners – Innovative Anthropomorphic Advertising
• Research is exploratory and preliminary• Females typically preferred anthropomorphic ads vs. males• Global trends – Innovative (Europe & Asia), and Conventional (Western)• Initial research suggested that conventional anthropomorphism was more
effective• My results show nearly equivalent relevance for both conventional and
innovative• Innovative anthropomorphic advertising is a future research area of inquiry
for advertisers to explore inexpensive methods of advertising by focusing more on feelings
QUESTIONS ?
Anthropomorphism and Beyond! Conventional and Innovative Approaches to Anthropomorphic
Advertising and Subsequent Effects on Society
Joshua ShafferBusiness Administration: MarketingCollege of Business Administration