February 25, 1965, Twin City News-Record
Here's a foundation principle of Advertising 101: People react more favorably to an anthropomorphic product than not. Readers seek out connections to themselves, and a friendly or sad face can invoke an emotional response to the ad. That can spell the success between a lucrative ad campaign vs. one that just fizzles out. Books have been filled with advertising images from decades past and the popular ones of today- the Geico Gecko, Tony the Tiger, the Michelin tire man, for instance, all have lenghty legacies that bring this principle to validity. (Yes, I know, not much Menasha history today, although our fair city's retailers and service companies WERE willing partners in this advertising experiment in past years.)
The anthropomorphic irony here is that the ailing boiler is running a high temperature, which is, of course, what you actually want from a boiler. ;-)
ReplyDeleteI agree. But Kris, there's no accounting for logic when it comes to anthropomorphic chaacters. I've never understood the characters that want you to eat them! For instance, the pig in front of the BBQ restaurant beckoning you to come in. And, more famously right now, the Pop-Tarts mascot dreaming of being consumed.
ReplyDeleteAll excellent points, David! I concede that it was folly for me to try to inject logic into anthropomorphism! Who would have thought that the Menasha book would one day lead us to this discussion?
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