Proposal for Thematic Springboard Paper
1. Choice for Key Analytical Article
Lanier, Jr., Clinton D., C. Scott Rader, and Aubrey R. Fowler. Anthropomorphism, Marketing relationships, and consumption worth in the Toy Story trilogy. Journal of Marketing Management, 2013
Article title and subtitle: Anthropomorphism, Marketing relationships, and consumption worth in the Toy Story trilogy
Author(s): Lanier, Jr., Clinton D., C. Scott Rader, and Aubrey R. Fowler
Periodical/source name: Anthropomorphism
Database icon (either Academic journal, Periodical, or Review):
Volume #: 29
Issue/No. #: 1-2
First page #: 26
Last Page #: 47
Publication date: March13, 2013
DOI: https://doi.org/10.1080/0267257X.2013.769020
AN:
Quote the thesis of this article: to explore these decidedly market based relationships in light of the unique anthropomorphic nature of the Toy Story trilogy.
The thesis is on page: 2
Explain in your own words what this thesis statement is arguing: This thesis argues the importance of human toy relationship in the marketing process. It states that Anthropomorphism gives human traits to toys (non-living) and there assisting in the advancement of the marketing scope of various products. By use of toys that possess human traits and emotions, is considered a unique way to further the discussion about innovation incorporation in marketing process.
2. Choice for Focus Movie
Name of movie: Beauty and the Beast
Year of release: 1991
Director(s): Gary Trousdale, Kirk Wise
Is this movie discussed in the article above? No
Has Prof. H seen this movie? Yes
Have you seen this movie? Yes
How do you have access to this movie? Disney +
Explain how does this movie fits with the key analytical article you chose above:
Successful marketing and ad campaigns have shown that animals create a strong relational connection between companies and the customers they target. The use of human traits in non-humans has shown to have a strong relevancy to the ideas on Anthropomorphism. Beauty and the Beast have content that potential customers can connect and engage and therefore a critical component in marketing of products. Marketers find creative ways around the use of anthropomorphism to elicit positive reactions to their goods and services. Thus, as indicated in Beauty and the Beast, this way of humanizing products makes them more appealing and likable.
3. Additional Sources
Title of Article 1: Humanizing a Brand: Consumer Relationships through an Anthropomorphic Lens
Author(s): Kristen Calabro.
*Database/search engine you used: Google
*Original website, periodical, or journal that published this article: https://www.elon.edu/u/academics/education
Date of publication: 2014/1/1
Title of Article 2: Brand Anthropomorphization: The Roles of Advertising, Brand, and Consumer.
Author(s):Kuan-Ju Chen
*Database/search engine you used: Google
*Original website, periodical, or journal that published this article:
https://www.uga.edu/about.php
Date of publication: 2015/1/1
