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

Autor:	Rui Pedro Fonseca
Jazyk:	English<br />Spanish; Castilian<br />Portuguese
Rok vydání:	2017
Předmět:	advertising animals anthropomorphism representations ‘The Laughing Cow’ Social Sciences Social sciences (General) H1-99
Zdroj:	Revista Crítica de Ciências Sociais, Vol 112, Pp 25-42 (2017)
Druh dokumentu:	article
ISSN:	0254-1106 2182-7435
DOI:	10.4000/rccs.6555
Popis:	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.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/bc6418b359b14c7a9d14623f8a13febe Zobrazit plný text záznamu View record in DOAJ