Is That Car Smiling At Me?:Anthropomorphizing Brands And Products

Would a car that seems to smile at you make you like it more? Perhaps, but only if a marketer succeeds in making you see the product as human. It could be a face in the clouds or the side of a mountain, or a pair of ducks that seem to strut around like a happy middle-aged couple. Cars are given names by their owners because they are seen as loyal companions, but a malfunctioning computer is sometimes scolded as if it were deliberately annoying its user. Anthropomorphism - or the tendency to see the humans in non-human forms, animals, and objects - is something that people do all the time.

Provided by: University of Chicago (Booth) Topic: Software Date Added: Nov 2008 Format: HTML

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