The Effects of Anthropomorphic Advertising

This research focuses on Anthropomorphism as it relates to consumer advertising. When using anthropomorphic advertising, it important for companies to know and understand how it will effect consumers and consumer purchasing... [ view full abstract ]

This research focuses on Anthropomorphism as it relates to consumer advertising. When using anthropomorphic advertising, it important for companies to know and understand how it will effect consumers and consumer purchasing habits. This research discusses how anthropomorphic advertisements appeal to consumers’ emotions. This research will also discuss both the positive and negative effects of anthropomorphic advertising and how consumers perceive and receive anthropomorphic messages. Consumers may or may not trust anthropomorphic advertisements. These effects vary by age, culture, and product. This study addresses the following questions:

• What is anthropomorphism?
• How does anthropomorphic advertising appeal to consumers’ emotions?
• Will anthropomorphic advertising have a positive or negative effect on consumers? Why?
• Do consumers trust anthropomorphic advertisements? Why or Why not?
• How does age, culture, and product differentiation effect anthropomorphic advertising appeals?
• How do companies use anthropomorphic appeals for Branding?

This research answers the questions above and spread knowledge and understanding about the effects of anthropomorphic advertising on consumers.

Keywords: Anthropomorphism, Emotional Appeal, Positive effects, Negative effects, Trust, Branding