Abstract

This research focuses on anthropomorphism in advertising and introduces a new concept: innovative anthropomorphic advertising. Many companies have introduced and executed successful advertising campaigns using anthropomorphism. This research focuses on two separate forms of anthropomorphic advertising: conventional and innovative. The research also presents two case studies of companies that have implemented such advertising strategies. The author concludes by discussing managerial implications, conclusions, and recommendations for future research.

Additional Information

ISSN
2475-1790
Launched on MUSE
2014-04-02
Open Access
No
Back To Top

This website uses cookies to ensure you get the best experience on our website. Without cookies your experience may not be seamless.