Baudrillard

Literature Review
The scope of this study necessitates a multi-dimensional literature review that looks at the
areas of anthropomorphism, advertising and ideology in conjunction. This chapterexplores
some of the relevant contributions within each of these topics and also examines the role of
humour in these areas.
The Rise and Rise of Anthropomorphism
As a practice, anthropomorphism hasoften been viewed in a non-normative light. Daston
and Mitman (2005) point out that the act of attributing human characteristics to electrons,
ants or primates was often seen as unscientific andprimitive (2005: 3). Academically, most
studies of anthropomorphism have concentrated on its use in religion and environment.
However, despite the negativity and narrow academic focus,anthropomorphism in practice
continues to thrive. From the attribution of child-like or friend-like emotions to their pets by
people to the humanisation of gods and spirits, there is ample evidence ofanthropomorphism in our day to day lives. In fact, it is believed that anthropomorphism
tends to come naturally to us (Serpell, 2005: 128). This study specifically looks at animal
anthropomorphism orthe practice of attributing human physical traits and/or emotional
characteristics to animals.
Many ideas have been put forward to account for the human affinity towards animals and our
tendencyto anthropomorphise them. The fundamental hypothesis is ‘biophilia’ which states
that humans have a natural affinity for other living things. Baker says that animals are often
viewed as the‘Other’ of humans (1993: 123-4) whereas Norris believes that
anthropomorphism exists to serve human psychological needs (1985, cited in Spears et al,
1996).
Mediated anthropomorphism is not a recentphenomenon. The Bible is perhaps the most
well-known ancient example, with the serpent appearing both as a symbol of evil and sin and
one of hope and life. Over the years, cartoon strips,...