Brand personification: Introduction and Overview

The Annotated Bibliography Name Institution Cohen, Ronald Jay. "Brand personification: Introduction and Overview." Psychology & Marketing 31.1 (2014): 1-30. Brand personification is a way of providing perspective or background on a topic, according to Cohen brand personification is an individual created to personify the brand, whereas the brand personification is the character who is the spokesman of the brand. This material by Cohen is vital for my project since the essay looks at a personified M & M in The Super Bowl Commercial. Delbaere, Marjorie, Edward F. McQuarrie, and Barbara J. Phillips. "Personification in advertising." Journal of Advertising40.1 (2011): 121-130. Delbaere et al. take on research based on anthropomorphism where they quest to know the propensity to attribute human characteristics to objects. Through an experiment, they observe that pictures in an advert that metaphorically represent a product that is depicted as human behavior does trigger anthropomorphism which does lead to more emotions and a positive brand personality. Again, this project aids in my essay as we concentrate on anthropomorphism. Maguire, Brendan, Diane Sandage, and Georgie Ann Weatherby. "...