Anthropomorphic Marketing

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Anthropomorphic Marketing

Attributing human characteristics or human emotions to animals or any objects is called anthropomorphism. Anthropomorphism is used in storytelling; to tell the stories to children in ancient India. Anthropomorphic characters are very popular in Hollywood movies. Even Indian movies have adapted anthropomorphism. Children show interest in watching the inanimate objects or animals talking to the audience or to each other. The term ‘anthropomorphism’ was coined in the mid-1700s. Human characteristics/emotions/ nature are attributed to animals, materials, toys and any non-living things. Characters from stories like Alice in wonderland, toy story are examples of Anthropomorphism.
Panchatantra, an ancient collection of Indian fable composed around 3rd century incorporated anthropomorphism. Panchatantra narrates the stories with the help of animals like lion, bull, dove etc. India has the roots of using anthropomorphism in shaping the children and the society. It is widely and heavily used in the field of marketing. It is used in product packaging, advertisement, publicity and communicating the marketing messages.  Not only to influence the children but to influence adults also anthropomorphism is useful. Animated characters are used to promote events like sports and entertainment.
Benefits of Anthropomorphism

§ Attracts attention of the audience and creates interest in buying the product
§  Helps the marketer to tell the stories about the brand
§  Helps to assign a personality to the brand
§  Strong identity / awareness for the brand


S.No
Character


Year of creation
Company / author
Country of origin
Animation
/
publication
1
Peter Rabbit

1902

Beatrix Potter
UK
Tale of Peter Rabbit
2
Mickey Mouse

1928
Disney
United States
Steamboat Willie
3
Winnie the Pooh

1926

A. A. Milne
UK

Winnie-the-Pooh
4
Popeye the SailorMan
1929
Elzie Crisler Segar
United States

Thimble
Theatre Comic Strip
5
Smurf

1958
Peyo

Belgium

Comic Strip inSpirou
6
Doraemon

1970
Hiroshi Fujimoto

Japan
Doraemon
7
Totoro

1988
Studio Ghibli HayaoMiyazaki
Japan

My NeighbourTotoro
8
Chibi Marukochan

1986

NipponAnimation
Japan
Chibi Maruko-chanin Ribon Shojomagazine
9
Jack Skellington
1993

Disney / TimBurton
United States

The Nightmarebefore Christmas
10
Buzz Lightyear
1995
Disney/Pixar

United States
Toy Story
11
Harry Potter

1997
J. K. Rowling
UK
Harry Potter
Source:  Journal of Marketing Management, , 2013



 Anthropomorphism in telling stories to Children


Anthropomorphism in Hollywood Movies



Anthropomorphism in Publicity 



Anthropomorphism in Packaging



Anthropomorphism in Promoting Event


Anthropomorphism in Advertisements 

Comments

  1. Richard C. LambertJanuary 12, 2019 at 12:43 PM

    I have read your article, it is very informative and helpful for me.I admire the valuable information you offer in your articles. Thanks for posting it.. internet marketing

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