The purpose of the study done by Shaffer is to compare conventional and innovative anthropomorphic advertising. Anthropomorphism means the attribution of human traits or characteristics to inanimate objects. The conclusion done by the study is "both conventional and innovative anthropomorphic advertising campaigns can be successful if implemented properly (Shaffer). This source include his literature review on anthropomorphic advertising, brand personification which will be evidence for my research paper on animal used as fantasy as well as brand personification. Some of the examples for anthropomorphic advertising is Coca-Cola polar bears, Tony the Tiger, and Taco Bell Chihuahua. Example that can be used from this source for brand personification is "Geico gecko". I also like to quote these sentences in my research paper, "The use of conventional and innovative anthropomorphic advertising will have a meaningful effect globally on the quality of businesses and the way companies conduct business"(Shaffer).
The objective of the study done by Berland is to address "widespread imagery of animals in contemporary media culture" in cell phones (Berland 42). Berland explained a lot of perspective on why animals is used as a bridge between human and nature and how the advertising industry exploiting this principle. One of the takeaway from this source is his last paragraph of conclusion:
"What distinguishes the present is the degree to which nature has "slipped its leash." The resources, tools and species with which we humans interact have their own agency in the production of society. In a society of compulsory communication bruised by natural disasters and terrorized by the war on terror, pictures of animals address and enhance the emotional need for connection and security for people who are adept at adapting to new technologies. Fulfilling their emotional needs for connection and security ironically exacerbates the risks involved in the global campaign to militarize and industrialize both security and emotion. These images help to naturalize and obscure a new order of things. We look at the animals and the animals look back. They are not speaking, but they are not silent, either. (Berland 62)
What this paragraph means to me is animal is used as a tool to fulfill emotional and security need especially in the life of today's world where most young generations having single lifestyle. I acknowledge that author has far more understanding of these complicated relationship between animal and human. I admire how he articulate his ideas.
Works Cited
Berland, Jody. "Animal and/as Medium: Symbolic Work in Communicative Regimes." The Global South 3.1 (2009): 42-65. Project MUSE. Web. 29 Jun. 2014.
Shaffer, Joshua. "Innovating Advertising: Conventional vs. Innovative Anthropomorphic Advertising Approaches in the Twenty-First Century." Advertising & Society Review 15.1 (2014). Project MUSE. Web. 29 Jun. 2014.
I think that anthropomorphic use of animals in advertising started much further back than most people realize. As soon as the entertainment industry was able to portray animals as being able to walk and talk as humans do, they opened up a new world of possibilities. As soon as Mickey Mouse appeared on screen back in the 1930's and was not only able to talk, but walk, dance, sing and interact similarly with other animals, it captivated children across the nation and it did not take long before Disney realized they can market movies, amusement parks and lunch boxes to children using these same characters. Then came other characters, such as Rockie and Bullwinkle, Popeye and Smokey the Bear. Perhaps the reason anthropomorphic advertising is so effective is because they represent a tie to the past when we used to get those excited and happy feelings every time we saw those lovable animal characters on screen as children.
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