Preprintgreen2011

It's Alive Inside! A Note on the Prevalence of Personification

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies American History and Culture

Abstract

Personification is a literary device ordinarily associated with 'babbling' brooks/weeping' willows and 'dancing' daffodils. It is also widely used in marketing and advertising. Pepsi's 'smiling' logo, Yakult's 'friendly' bacteria, Karmi's 'feminine' beer bottle and academics' venerable ideas about product life cycles and marketing myopia, are just some of our many attempts to humanise marketing phenomena. Taking Guinness as a guiding exemplar, this paper develops a taxonomy of brand personifications and attempts to account for the trope's popularity in marketing theory and practice.

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2003Metaphors We Live By 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2007The black swan: the impact of the highly improbable 2001The Creative Economy: How People Make Money From Ideas 2007Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products 2005How business schools lost their way.1993Faces in the Clouds: A New Theory of Religion 2005The wisdom of crowds : why the many are smarter than the few

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