A antropomorfização de animais não humanos na publicidade portuguesa: O caso de ‘A vaca que ri’

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.

Keywords

• advertising
• animals
• anthropomorphism
• representations
• ‘The Laughing Cow’