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Anthropomorphism and Beyond! Conventional and Innovative Approaches to
Anthropomorphic Advertising and Subsequent Effects on Global Society
Joshua ShafferBusiness Administration: MarketingCollege of Business Administration
Savannah State Universitye-mail: [email protected]
Overview
• 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
Human interaction with Aflac duck
Duck hands over money
Aflac duck introduces brand
Pigeon represents competitor
Frogs start rapping
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
Enter male M&M’s character
Strips “candy shell” and dances to background music
Closes commercial with reinforcing tagline
Explaining that she is not actually naked
Conventional Anthropomorphic Advertising
Client: Kairos Kid & Family Aid Agency: Maruri Publicidad, Ecuador
Cause-RelatedRelationship-Strength
Client: TideAgency: Miami Ad School, San Francisco
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 AnthropomorphismIndia Netherlands
Innovative Anthropomorphic Print AdsGermany Norway
Client: IBMAgency: Ogilvy, France
Brand Personality
Brand Personality
Client: KayaKingAgency: Ogilvy & Mather,
Indonesia
Client: British Columbia AMAAgency: 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 FrameworkANTHROPOMORPHISM MODEL
Ad Believability
Ad Irritation
Attitude Towards Ad (Aad)
H1: Aad is dependent on Ad Believability & Ad Irritation
Conceptual FrameworkANTHROPOMORPHISM MODEL
Ad Believability
Ad Irritation
Brand Personality
H1: Brand Personality is dependent on Ad Believability & Ad Irritation
Research MethodologyFive Relevant
Advertising Websites like Ads of the World,
Coloribus, etc.
Measures• Attitude toward the ad (Mitchell and Olson
1981; seven-point semantic differential scales):
– Bad—Good– Unpleasant—Pleasant– Unfavorable—Favorable– Negative—Positive
• Ad believability (Bhat, Leigh, and Wardlow 1998; seven-point semantic differential scales):
– 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)
– 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 CandyAgency: BBDO, New York
Ad #1Conventional – Male vs. Female
Data Analysis – Results (Conventional)
Data Analysis – Results (Conventional)
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
Correlations
Collinearity
Statistics
B Std. Error Beta Zero-order Partial Part Tolerance VIF
1 (Constant) 36.370 2.149 16.925 .000
AdBelievability 1.715 .124 .647 13.773 .000 .703 .521 .433 .448 2.233
AdIrritation .287 .180 .075 1.595 .111 .556 .070 .050 .448 2.233
a. Dependent Variable: BrandPersonality
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 83171.632 2 41585.816 251.124 .000a
Residual 84455.448 510 165.599
Total 167627.080 512
a. Predictors: (Constant), AdIrritation, AdBelievability
b. Dependent Variable: BrandPersonality
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .704a .496 .494 12.86852
a. Predictors: (Constant), AdIrritation, AdBelievability
Innovative Anthropomorphic Ad
Client: Harley DavidsonAgency: Carmichael Lynch
Ad #2 Innovative – Males vs. Females
Client: Mercedes Benz Agency: BBDO Germany
Innovative Anthropomorphic Ad
Ad #3 – Innovative – Male vs. Female
Innovative Anthropomorphic Ad
Client: AudiAgency: Venables, Bell & Partners
Ad #4 - Innovative – Male vs. Female
Data Analysis – Results (Innovative)Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .892a .796 .795 2.81906
a. Predictors: (Constant), AdIrritation, AdBelievability
ANOVAb
Model
Sum of
Squares df Mean Square F Sig.
1 Regression 10698.561 2 5349.281 673.110 .000a
Residual 2733.808 344 7.947
Total 13432.369 346
a. Predictors: (Constant), AdIrritation, AdBelievability
b. Dependent Variable: Aad Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
Correlations
Collinearity
Statistics
B Std. Error Beta Zero-order Partial Part Tolerance VIF
1 (Constant) 1.287 .520 2.476 .014
AdBelievability .575 .037 .688 15.556 .000 .883 .643 .378 .302 3.307
AdIrritation .302 .057 .234 5.281 .000 .808 .274 .128 .302 3.307
a. Dependent Variable: Aad
Data Analysis – Results (Innovative)Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .726a .526 .523 14.85148
a. Predictors: (Constant), AdIrritation, AdBelievability
ANOVAb
Model
Sum of
Squares df Mean Square F Sig.
1 Regression 71852.220 2 35926.110 162.881 .000a
Residual 64625.942 293 220.566
Total 136478.162 295
a. Predictors: (Constant), AdIrritation, AdBelievability
b. Dependent Variable: BrandPersonality
Coefficientsa
Model
Unstandardized Coefficients Standardized Coefficients
t Sig.
Correlations Collinearity Statistics
B Std. Error Beta Zero-order Partial Part Tolerance VIF
1 (Constant) 33.037 2.947 11.210 .000
AdBelievability 1.898 .211 .664 9.003 .000 .725 .465 .362 .297 3.369
AdIrritation .319 .328 .072 .973 .331 .629 .057 .039 .297 3.369
a. Dependent Variable: BrandPersonality
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 ShafferBusiness Administration: MarketingCollege of Business Administration
Savannah State Universitye-mail: [email protected]