PERSONIFICATION IN ADVERTISING: Using a Visual Metaphor to Trigger Anthropomorphism

All forms of personification draw on anthropomorphism, the propensity to attribute human characteristics to objects. In an experiment, we show that visual personification—pictures in an ad that metaphorically represent a product as engaged in some kind of human behavior—can trigger anthropomorphism....

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Bibliographic Details
Published in:Journal of advertising 2011-03, Vol.40 (1), p.121-130
Main Authors: Delbaere, Marjorie, McQuarrie, Edward F., Phillips, Barbara J.
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Analysis
Anthropomorphism
Brand identity
Brands
Business studies
Emotion
Emotional expression
Emotions
Metaphor
Metaphors
Object
Personality
Personification
Products
Psychological effects
Rhetorical figures
Testimonials
Visual communication
Visual culture
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Summary:All forms of personification draw on anthropomorphism, the propensity to attribute human characteristics to objects. In an experiment, we show that visual personification—pictures in an ad that metaphorically represent a product as engaged in some kind of human behavior—can trigger anthropomorphism. Such personification, when embedded in an ad, appears to lead to more positive emotions, more positive attributions of brand personality, and greater brand liking. Implications for advertisers are discussed.
ISSN:0091-3367
1557-7805
DOI:10.2753/JOA0091-3367400108