Through history, animals have had many different meanings in human life; source of food, clothing and tools. In addition, they also provide human beings physical and emotional support, and satisfy their need for socializing. Moreover, they represent a multidimensional symbol people use to this day to convey a wide variety of cultural meanings. Nowadays, animals are moving into a new sphere - the sphere of the media, and thus they are becoming present in all parts of our lives. We, as consumers, are presented with many different messages on every step. That is why advertisers have to try even harder to get the message imprinted in the consumer’s memory. One of the common practices of achieving positive results is the use of animals in advertising messages. The thesis explores consumer responses caused by animals in advertisements. In more detail, it deals with the influence of antropomorphism, affection and likeability. With this empirical study and quantitative research, I wanted to show the influence of anthropomorphization, affection, and likeability, on how consumers react whether animals are used in advertisments, or not. I found out that they have a favorable and high impact on affection to the advertised brand and likeability of the advertisement. However, we could not confirm the connection between using animals in advertisements, and higher brand antropomorphization.
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