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- Title
A antropomorfização de animais não humanos na publicidade portuguesa: O caso de ‘A vaca que ri'.
- Authors
FONSECA, RUI PEDRO
- Abstract
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.
- Subjects
ANTHROPOMORPHISM; ANIMALS in advertising; CONSUMER goods; CONSUMERS; HISTORY of advertising
- Publication
Revista Crítica de Ciências Sociais, 2017, Issue 112, p25
- ISSN
0254-1106
- Publication type
Article
- DOI
10.4000/rccs.6555