Think about some of the characters who hang out in your kitchen. Under the sink you might find Chore Boy or Mr. Clean or Mr. Muscle. Aunt Jemima may be sitting on a shelf, alongside Cap'n Crunch, Little Debbie, Uncle Ben, maybe even Count Chocula. Mrs. Smith and Mrs. Budd might be chilling in the freezer, while the Jolly Green Giant and Poppin' Fresh (aka the Pillsbury Doughboy) could be just about anywhere.
Companies have long relied on personification to create memorable images of their products--images that often appear in print ads and TV commercials. Smooth Joe Camel, for instance, has been peddling cigarettes since 1913. And Bib the Michelin Man (his full name, Bibendum, comes from a Latin expression that means "Now we must drink") is well over a hundred years old.
Iain MacRury, a professor of consumer and advertising studies at the University of East London, has examined the role played by one of the world's oldest trademarks:
The familiar Michelin logo is a celebrated instance of the art of "advertising personification." A person or cartoon character becomes the embodiment of a product or brand--here Michelin, manufacturers of rubber products and, notably, tires. The figure is familiar in itself and audiences routinely read this logo--depicting a cartoon "man" made of tires--as a friendly character; he personifies the product range (in particular Michelin tires) and animates both product and brand, representing a culturally recognized, practical and commercial presence--reliably there, friendly and trusted. The movement of personification is close to the heart of what all good advertising tends to try to achieve.In fact, it's hard to imagine what advertising would be like without the figurative device of personification. As shown by this small sample of popular slogans (or "taglines"), products ranging from toilet paper to life insurance are commonly personified as friends and family members. They protect us. They care about us. They want to make us happy.
The Michelin logo is a classic instance which illustrates more generally a conjunction that advertising routinely performs (as a genre)--one which we routinely accept and understand. Advertising imagery binds persons to products--in the case of Michelin man, so intimately that the thing and the person are one and the same.
(Iain MacRury, Advertising. Routledge, 2009)
- Kleenex says bless you.
(Kleenex facial tissues) - Nothing hugs like Huggies.
(Huggies Supreme diapers) - Unwrap a smile.
(Little Debbie snack cakes) - Goldfish. The snack that smiles back.
(Goldfish snack crackers) - Carvel. It's what happy tastes like.
(Carvel ice cream) - Cottonelle. Looking out for the family.
(Cottonelle toilet paper) - The toilet tissue that really cares for Downunder.
(Bouquets toilet paper, Australia) - You're in good hands with Allstate.
(Allstate Insurance Company) - The heartbeat of America.
(Chevrolet cars) - The car that cares.
(Kia cars) - Acer. We hear you.
(Acer computers) - Baldwin Cooke. Products that say "Thank You" 365 days a year.
(Baldwin Cooke calendars and business planners)
More About Personification:
- What Is Personification?
- Personification in Jonathan Lethem's Motherless Brooklyn
- "On a Rainy Morning," by Charles S. Brooks
Image: Bib the Michelin Man (Manufacture Française des Pneumatiques Michelin)
Comments
Excellent topic! I believe personification taps into the same magic that grabbed us as television-watching children, during which most all toys and games were personified on a very personal level, with images meant to be paired almost inseparably from a child’s forming self-concept. The Michelin Man, the Brawny guy, and that cute fuzzy fabric softener bear all mean toys and imaginary friends to our inner child, and the best thing about them is that they actually talk to us.
Yes, I loved the topic! Now, let’s not forget Betty Crocker. I think “she’s” been around for over 75 years.Then, in competition with Aunt Jemima we have good old Mrs. Butterworth. Oh yes, and while we might be in good hands with all state, we also have nationwide being on our side. Then there’s the use of images of people no longer living, notably Disney and probably a lot others.
The other and related topic that gets my goat is anthropomorphism, giving human traits to the divine. e.g. God’s Eye, Angels watching over us, things like that. I mean no offense to whatever religious beleif system we do or do not have and admit to using the device myself. Christians do it all the time when saying they have a “personal relationship” with God. It’s not necessarily bad, just interesting. As I’ve said, I’ve done it myself without even realizing it.
On a related note, I think that the person who actually played the Pillsbury dough boy in the commercials died a few years ago. Then there’s the Taco Bell, Burger King “hold the pickle, hold the lettuce, special orders don’t upset us, all we ask is that you let us do it your way”. I’m wondering, with things like the Taco bell dog, is it still personification or is there a different term when animals are used? It’s another interesting thing. I love language and words and yes, even the occasional pun or play on words. Oh, and for another advertisement, there’s Wendy’s which started out having the father Dave talking about how the fast food place was named after his daughter. Ah well. That’s probably stretching it a bit, that being a fact rather than hyperbole, personification etc. Better quit while I’m ahead. Or am I?