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Anthropomorphism and Beyond!
Conventional and Innovative Approaches to
Anthropomorphic Advertising and Subsequent
Effects on Global Society
Joshua Shaffer
Business Administration: Marketing
College of Business Administration
Savannah State University
e-mail: [email protected]
Overview
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Motivation for research
Purpose of research/focus questions
Conventional & Innovative Anthropomorphism
Literature review
Research methodology
Conceptual frameworks
Data analysis
Discussions
Conclusions/Future Research
Questions
Motivation for Research
• Anthropomorphism is an interpretation of what is not human in
terms of human or personal characteristics.
• Anthropomorphic Advertising has been a prevalent concept in
advertising campaigns for many years now.
• Anthropomorphic Advertising is inexpensive, yet effective.
• Anthropomorphic Advertising encompasses more than just
“typical” ads featuring cartoon characters. New
Anthropomorphic ad campaigns are clever and creative.
Anthropomorphic Advertising
Aflac duck introduces
brand
Pigeon represents
competitor
Frogs start rapping
Human interaction with Aflac
duck
Duck hands over money
Animals close commercial
together
Research Purpose & Objectives
• This research focuses on the effects of
anthropomorphism in advertising. This paper
investigates the following questions:
– What factors encourage or create anthropomorphism in consumers?
– What effects do anthropomorphic advertising and anthropomorphic feelings
created by advertising have on consumers?
– How does anthropomorphic advertising affect the global society?
Conventional Anthropomorphic
Advertising
Conventional Anthropomorphic Advertising
• All advertisements which fit the standard definition
for anthropomorphic advertising.
• Type of advertising that most people would
recognize readily and clearly.
• Examples include M & M’s spokescharacters, Geico
Gecko
• Existent in literature
Conventional Anthropomorphism
Female M&M talking to
humans at party
Showing emotion towards
human men
Explaining that she is not
actually naked
Enter male M&M’s character
Strips “candy shell” and
dances to background music
Closes commercial with
reinforcing tagline
Conventional Anthropomorphic Advertising
Relationship-Strength
Client: Tide
Agency: Miami Ad School, San Francisco
Cause-Related
Client: Kairos Kid & Family Aid
Agency: Maruri Publicidad, Ecuador
Innovative Anthropomorphic
Advertising
Innovative Anthropomorphic Advertising
• Research contribution
• A new way to create anthropomorphic feelings in consumers.
• Utilized in ads which do not feature anthropomorphism inside
the ad, but are aimed at creating anthropomorphic feelings as
a result.
• Often display inanimate objects in the ad, but the
anthropomorphic feelings are as a result of either words on
the ad or the emotional connection created with the
consumer.
Innovative Anthropomorphism
India
Netherlands
Innovative Anthropomorphic Print Ads
Germany
Norway
Client: IBM
Agency: Ogilvy, France
Brand Personality
Personification & Brand Personality
• Personification is the most visible vehicle in creating
anthropomorphic feelings.
• Personification is considered a “message characteristic,” while
anthropomorphism is an “audience characteristic.” (Delbaere,
McQuarrie & Phillips, 2011)
• Brand personality is the way a brand speaks and behaves
• Brand personality means assigning human personality traits and
characteristics to a brand, in order to achieve differentiation
(Aaker, 1997)
Brand Personality
Client: KayaKing
Agency: Ogilvy & Mather,
Indonesia
Client: British Columbia AMA
Agency: Grey Canada, Vancouver,
Canada
Constructs used in Literature
• Attitude Toward the
Advertisement
– Subjects' evaluations of the
overall advertising stimulus
(Mitchell and Olson 1981)
• Ad believability
– The strength with which a
consumer associates a brand
with a certain attribute or
outcome (Yoo and MacInnis,
2005)
– For example, how strongly they
believe that a product has a
whitening ingredient or that it
makes teeth 50% whiter than
regular toothpaste brands
• Ad irritation
– A prevalent response to disliked
commercials (Fennis and Bakker,
2001)
• Brand Personality
– Refers to the set of human
characteristics associated with a
brand (Aaker, 1997)
– Just like human personality
Conceptual Framework
ANTHROPOMORPHISM MODEL
Ad Believability
Attitude Towards
Ad (Aad)
Ad Irritation
H1: Aad is dependent on Ad Believability & Ad
Irritation
Conceptual Framework
ANTHROPOMORPHISM MODEL
Ad Believability
Brand Personality
Ad Irritation
H1: Brand Personality is dependent on Ad
Believability & Ad Irritation
Research Methodology
Five Relevant
Advertising Websites
like Ads of the World,
Coloribus, etc.
Sources
Qualitative Research
Quantitative Research
Measures
•
Attitude toward the ad (Mitchell and Olson
1981; seven-point semantic differential
scales):
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–
–
–
•
Ad believability (Bhat, Leigh, and Wardlow
1998; seven-point semantic differential
scales):
–
–
–
–
–
•
Bad—Good
Unpleasant—Pleasant
Unfavorable—Favorable
Negative—Positive
Convincing—Unconvincing (reverse)
Not credible—Credible
Unacceptable—Acceptable
Untruthful—Truthful
Believable—Unbelievable (reverse)
Ad irritation (Bhat, Leigh, and Wardlow 1998;
seven-point semantic differential scales):
–
–
–
Unannoying—Annoying
Unirritating—Irritating
Undisturbing—Disturbing
•
Brand Personality (Aaker, 1997; five-point
semantic differential scales)
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–
–
–
–
–
–
–
–
–
–
–
–
–
–
–
–
–
–
–
–
–
–
–
Charming
Cheerful
Daring
Down-To-Earth
Friendly
Glamorous
Honest
Imaginative
Intelligent
Nice
Outdoorsy
Reliable
Sensual
Sophisticated
Spirited
Stylish
Successful
Tough
Additional
Trendy
Upper-Class
Up-To-Date
Warm
Wholesome
Conventional Anthropomorphic Ad
Client: Mars Candy
Agency: BBDO, New York
Ad #1Conventional – Male vs. Female
Data Analysis – Results (Conventional)
Data Analysis – Results (Conventional)
Model Summary
Model
R
1
.704
R Square
a
Adjusted R
Std. Error of the
Square
Estimate
.496
.494
12.86852
a. Predictors: (Constant), AdIrritation, AdBelievability
b
ANOVA
Model
1
Sum of Squares
df
Mean Square
Regression
83171.632
2
41585.816
Residual
84455.448
510
165.599
167627.080
512
Total
F
Sig.
251.124
.000
a
a. Predictors: (Constant), AdIrritation, AdBelievability
b. Dependent Variable: BrandPersonality
Coefficients
Model
1
Unstandardized
Standardized
Coefficients
Coefficients
B
(Constant)
AdBelievability
AdIrritation
Std. Error
36.370
2.149
1.715
.124
.287
.180
a. Dependent Variable: BrandPersonality
Beta
a
Collinearity
Correlations
t
Sig.
Zero-order
Partial
Statistics
Part
Tolerance
VIF
16.925
.000
.647
13.773
.000
.703
.521
.433
.448
2.233
.075
1.595
.111
.556
.070
.050
.448
2.233
Innovative Anthropomorphic Ad
Client: Harley Davidson
Agency: Carmichael Lynch
Ad #2 Innovative – Males vs. Females
Innovative Anthropomorphic Ad
Client: Mercedes Benz
Agency: BBDO Germany
Ad #3 – Innovative – Male vs. Female
Innovative Anthropomorphic Ad
Client: Audi
Agency: Venables, Bell & Partners
Ad #4 - Innovative – Male vs. Female
Data Analysis – Results (Innovative)
Model Summary
Model
1
R
R Square
.892a
Adjusted R
Std. Error of the
Square
Estimate
.796
.795
2.81906
a. Predictors: (Constant), AdIrritation, AdBelievability
ANOVAb
Sum of
Squares
Model
1
Regression
Residual
Total
df
Mean Square
10698.561
2
5349.281
2733.808
344
7.947
13432.369
346
F
Sig.
673.110
.000a
a. Predictors: (Constant), AdIrritation, AdBelievability
b. Dependent Variable: Aad
Unstandardized
Standardized
Coefficients
Coefficients
Model
1
Coefficients
B
(Constant)
Std. Error
1.287
.520
AdBelievability
.575
.037
AdIrritation
.302
.057
a. Dependent Variable: Aad
Beta
a
Collinearity
Correlations
t
Sig.
Zero-order
Partial
Statistics
Part
Tolerance
VIF
2.476
.014
.688
15.556
.000
.883
.643
.378
.302
3.307
.234
5.281
.000
.808
.274
.128
.302
3.307
Data Analysis – Results (Innovative)
Model Summary
Model
1
R
R Square
.726a
Adjusted R
Std. Error of the
Square
Estimate
.526
.523
14.85148
a. Predictors: (Constant), AdIrritation, AdBelievability
ANOVAb
Sum of
Squares
Model
1
df
Mean Square
Regression
71852.220
2
35926.110
Residual
64625.942
293
220.566
136478.162
295
Total
F
162.881
Sig.
.000a
a. Predictors: (Constant), AdIrritation, AdBelievability
b. Dependent Variable: BrandPersonality
Coefficients
a
Unstandardized Coefficients Standardized Coefficients
B
1 (Constant)
33.037
2.947
11.210 .000
1.898
.211
.664 9.003 .000
.725
.465 .362
.297
3.369
.319
.328
.072
.629
.057 .039
.297
3.369
AdIrritation
a. Dependent Variable: BrandPersonality
Beta
t
Collinearity Statistics
Model
AdBelievability
Std. Error
Correlations
Sig. Zero-order Partial Part Tolerance
.973 .331
VIF
Discussions & Managerial Implications
• Anthropomorphic advertising will continue to prevail as an
important marketing tool.
• The research introduces a new advertising approach to be used
by marketers and advertisers – Innovative Anthropomorphic
Advertising.
• Anthropomorphic advertising is already having a profound effect
on global society due to apparent differences in the usage and
applications of conventional and innovative anthropomorphic
advertising across cultures.
• Major Contribution - With the advancement of technology,
innovative anthropomorphic advertising will likely become more
prevalent in its uses. Since this new form focuses on feelings
rather than living creatures, its deemed to be less expensive and
fit for use by small businesses and advertisers.
Conclusion & Future Research
• The research introduces a new advertising approach / appeal to
be investigated by academics and practitioners – Innovative
Anthropomorphic Advertising
• Research is exploratory and preliminary
• Females typically preferred anthropomorphic ads vs. males
• Global trends – Innovative (Europe & Asia), and Conventional
(Western)
• Initial research suggested that conventional anthropomorphism
was more effective
• My results show nearly equivalent relevance for both
conventional and innovative
• Innovative anthropomorphic advertising is a future research area
of inquiry for advertisers to explore inexpensive methods of
advertising by focusing more on feelings
QUESTIONS ?
Anthropomorphism and Beyond! Conventional
and Innovative Approaches to Anthropomorphic
Advertising and Subsequent Effects on Society
Joshua Shaffer
Business Administration: Marketing
College of Business Administration
Savannah State University
e-mail: [email protected]