ASPECTE ALE ANTROPOMORFISMULUI
ÎN PUBLICITATEA ALIMENTELOR
Aspects of anthropomorphism in food advertising
Author(s): Radu StăneseSubject(s): Anthropology, Social Sciences, Communication studies
Published by: Editura Universitatii LUCIAN BLAGA din Sibiu
Keywords: anthropomorphism; animis; personification; corporeality; archetype; stereotype; corpus-media; branding; strategy; nyotaimori;
Summary/Abstract: The article outlines the evolution of anthropomorphism, from theprehistoric phase in the contemporary one, along with related concepts such as animismand personification. A number of food brands now use this metaphorical languageto influence consumers behavior. Anthropomorphic archetype becomes thus thestereotype of communication strategies and the environment in which messagespropagate is governed by the paradigm of corporeality. The rhetoric of many advertisingcampaigns “sex exploits” successfully the cliché of carnal seduction, namely to arousegastronomic appetite by the erotic appetite.
Journal: SAECULUM
- Issue Year: 47/2019
- Issue No: 1
- Page Range: 176-184
- Page Count: 9
- Language: Romanian