Tony the Tiger is Not What He Seems...

            As it turns out, there is a reason you keep seeing figures such as Tony the Tiger on your TV over and over again. Using anthropomorphic characters in advertising has been proven to give higher ratings and success rates for various products.  According to Cass Business School, people respond more positively to advertising when an ad portrays animal imagery, so the use of animals is a plus. However, these positive ratings shoot up even more when the animal imagery also portrays human-like characteristics. This does make sense, too, because think about it- aren’t we more likely to like something if we can relate to it?

            This is the baseline idea for the use of anthropomorphism in advertising. It may seem silly at first, but the use of these mascots actually subliminally encourages people to have a positive reaction to the advertisement and the product, therefore encouraging more sales for a company. Think about it. If you hadn’t ever seen a mascot such as Tony the Tiger or that “Magically Delicious” leprechaun, would you seriously still want to buy that cereal 
            As mentioned above, having anthropomorphic mascots for a brand makes it instantly recognizable. After all, what is the first thing you think of when you hear the word “Disney”? I bet I would be correct by guessing you’d be thinking of either Mickey Mouse, or one of his anthropomorphic friends. So, then, isn’t it clear how vital this trait is in advertising? Humans are very visual creatures, and if we don’t have something to visualize, we get bored. Next time you see a commercial on TV that employs anthropomorphism, ask yourself: would I be bored if this didn’t have a mascot?