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.

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Launched on MUSE
Open Access
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