Aspects of anthropomorphism in food advertising

Open access

Abstract

The article outlines the evolution of anthropomorphism, from the prehistoric phase in the contemporary one, along with related concepts such as animism and personification. A number of food brands now use this metaphorical language to influence consumers behavior. Anthropomorphic archetype becomes thus the stereotype of communication strategies and the environment in which messages propagate is governed by the paradigm of corporeality. The rhetoric of many advertising campaigns “sex exploits” successfully the cliché of carnal seduction, namely to arouse gastronomic appetite by the erotic appetite.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • Aaker Jennifer L. Art. Dimensions of Brand Personality in Rev. Journal of Marketing Research nr. 34 (3) American Marketing Association 1997.

  • Blackston Max Cap. Beyond Brand Personality: Building Brand Relationships in Vol. Brand Equity and Advertising: Advertising‟s Role in Building Strong Brands Editors D. A. Aaker & A. L. Biel Lawrence Erlbaum Associates Hillsdale New Jersey 1993.

  • Delbaere Marjorie; McQuarrie Edward F.; Phillips Barbara J. Art. Personification in Advertising. Using a Visual Metaphor to Trigger Anthropomorphism in Rev. Journal of Advertising Vol. 40 nr. 1 (Spring 2011) American Academy of Advertising.

  • Fournier Susan Art. Consumers and Their Brands: Developing Relationship Theory in Consumer Research in Rev. Journal of Marketing Research 24(4) American Marketing Association 1998.

  • Guthrie Stewart Elliott Faces in the Clouds: A New Theory of Religion Oxford University Press New York 1993.

  • Poon Stephen T.F. Art. The Function of Sexual Imagery and Visual Seduction in Food Advertising in Rev. International Journal Advances in Social Science and Humanities March 2016 Vol.4 Issue 03.

  • Stănese Radu Corpus Media. Gimnosofii ca propedeutică pentru o antropologie a nudului Editura Eikon București 2017.

  • Asmus Valentin Euharistia. Noi controverse dogmatice în teologia rusă Facultatea de Teologie Pastorală din Edineț 2007 pp.10-11.

  • https://ortodoxiesaumoarte1.files.wordpress.com/2011/10/pr-valentin-asmus-euharistia.pdf accesat la 25.05.2019.

  • https://bucatarialidl.ro/articol/care-e-diferena-intre-sushi-i-sashimi/647#.XOjszf5S_IU accesat la 25.05.2019.

  • http://www.vancouversun.com/life/Naked+Sushi+touch+plate/10161213/story.html accesat la 25.05.2019.

  • http://ionmos.eu/en/company/#ptpb_s2 accesat la 25.05.2019.

Search
Journal information
Metrics
All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 23 23 15
PDF Downloads 20 20 12