A antropomorfização de animais não humanos na publicidade portuguesa: O caso de ‘A vaca que ri’
In modern times, contact between consumers and non-human animals appearing on consumer products has essentially been mediated by cultural representations, namely advertising. One of the formulas for representing non-human animals consists of anthropomorphization – creating fictitious characters whos...
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| Format: | Article |
| Language: | English |
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Centro de Estudos Sociais da Universidade de Coimbra
2017-05-01
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| Series: | Revista Crítica de Ciências Sociais |
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| Online Access: | http://journals.openedition.org/rccs/6555 |
| Summary: | In modern times, contact between consumers and non-human animals appearing on consumer products has essentially been mediated by cultural representations, namely advertising. One of the formulas for representing non-human animals consists of anthropomorphization – creating fictitious characters whose principal function is to achieve a desired level of continuity in advertising. Having selected the advertising case study of “The Laughing Cow” as well as a definition and historical contextualization of the term, this study will endeavor to understand the corollaries of anthropomorphization for both non-human animals appearing on consumer products and the consumers themselves. |
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| ISSN: | 0254-1106 2182-7435 |