PERSONIFICATION IN ADVERTISING Using a Visual Metaphor to Trigger Anthropomorphism

All forms of personification draw on anthropomorphism, the propensity to attribute human characteristics to objects. In an experiment, we show that visual personification-pictures in an ad that metaphorically represent a product as engaged in some kind of human behavior-can trigger anthropomorphism. Such personification, when embedded in an ad, appears to lead to more positive emotions, more positive attributions of brand personality, and greater brand liking. Implications for advertisers are discussed.