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Frankly speaking - Anthropomorphism in building brands
Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
2013 (English)In: NFF 2013 On Practice and Knowledge Eruptions: 22nd Nordic Academy of Management Conference, 2013, 195-195 p.Conference paper, Abstract (Refereed)
Abstract [en]

The purpose of this paper is to shed light on the appeal of anthropomorphism to marketers. This is done through reference to three relevant advertising models; the Symbolic Communications Model, The Symbolic Transfer Device Model, and the VisCAP Presenter Model, and one critical case study involving an anthropomorphized sheep presenter for a Swedish mobile telecommunications company. The advertising models are found to support the effectiveness of the symbolic presenter, Frank the Sheep, particularly explaining how meaning is transferred from the presenter to the brand, and the effects the presenter has on advertising communication effects such as brand awareness and brand attitude. We extend previous research on how linking anthropomorphic associations to brands can be employed to increase effectiveness of these common marketing communication tactics. We show that anthropomorphized animals can work effectively and quickly when presenting a new brand to the market, but also offer several cautions for managers.

Summary statement of contribution

We contribute to theory by drawing together three different but related strands of advertising to explicate how the anthropomorphic brand presenter can increase advertising effectiveness, particularly in quickly positioning or repositioning a brand and developing brand equity. We contribute to managerial practice by demonstrating, through the use of one critical case study, how the choice of anthropomorphic brand presenter must be a considered process, but is one that can add to advertising effectiveness if managed appropriately.

Place, publisher, year, edition, pages
2013. 195-195 p.
National Category
Business Administration
URN: urn:nbn:se:su:diva-98990OAI: diva2:686090
22nd Nordic Academy of Management Conference, University of Iceland, Reykjavik, Iceland, 21-23 August 2013
Available from: 2014-01-10 Created: 2014-01-10 Last updated: 2014-02-27Bibliographically approved

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Frostling-Henningsson, Maria
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