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RESEARCH PRODUCT
Aspects of anthropomorphism in food advertising
Radu Stănesesubject
Media theory0508 media and communicationsCulture theory0502 economics and business05 social sciencesCultural studiesLiterary criticism050801 communication & media studies050211 marketingAdvertisingSociologyHealth communicationdescription
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.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2019-07-01 | Sæculum |