IMPACT OF ANTHROPOMORPHISM AND ASSOCIATION ON PRODUCT ADVERTISING EFFECTS

抄録

This study focuses on anthropomorphism of inanimate objects in commercial advertisement design, and discusses the effects of high association vs low association, and anthropomorphic vs non-anthropomorphic design choices in commercial advertising. The results show that high association advertisements have more effects than low association advertisements, and anthropomorphic advertisements have more effects than non-anthropomorphic advertisements. However, the researchers have found that anthropomorphic design influences the effects of association on the target audience, with increasing anthropomorphism of an image reducing the relationship between the association of the image and the commercial product, and thereby affecting the target audiences preference and purchase intention. This study proposes three possible reasons: 1. The anthropomorphized image plays a role similar to that of a product spokesman. 2. Anthropomorphized facial features makes the design more human-like. 3. Anthropomorphized design with direct gazer smiling face expression increases target audience attention.