Use Of Innovating Advertising Conventional Vs....

The use of the anthropomorphism method in advertising is a key component to product and brand success in our modern society as well as in the past. According to Joshua Shaffer, the author of the article â€Å"Innovating Advertising: Conventional vs. Innovative Anthropomorphic Advertising Approaches in the Twenty-First Century,† â€Å"Anthropomorphism means the attribution of human traits or characteristics to inanimate objects.† More specifically â€Å"anthropomorphism is a feeling, emotion, or action taken by human beings to attribute human characteristics to inanimate objects (Shaffer).† A common example of this is the phrase â€Å"My dog loves me.† Animals are not typically capable of acquiring the ability to love as well as other human-like emotions. Companies use this technique to give their brands personality by using inanimate objects or animals and giving them human like qualities. Using anthropomorphism, companies develop brand loyalty. â€Å" Brand loyalty is built and strengthened by a company’s ability to create a strong emotional connection to a certain brand (Shaffer).† A strong emotional connection with consumers is an essential part of creating such loyalty because it is not an easy task to build brand loyalty. The consumer must build a certain amount of trust and emotion for the brand in order for them to fully be loyal to a brand. â€Å"Products are seen as having consciousness or a soul, an underlying defining essence analogous to a genetic code, personality, relationships, and