Abstract

FONSECA, Rui Pedro. The Anthropomorphization of Non-human Animals in Portuguese Advertising: The Case of ‘The Laughing Cow'. Revista Crítica de Ciências Sociais [online]. 2017, n.112, pp.25-42. ISSN 2182-7435.  https://doi.org/10.4000/rccs.6555.

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'.

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