Exhibit A

Let’s talk about anthropomorphism. Great word. It means attributing things with human characteristics. It’s also an increasingly common copywriting technique.

Exhibit A. These chocolate bars are packaged with the friendly message: “Hello, I’m [Name], Nice to sweet you, Is it me you’re looking for”.

This is an effective way of breaking down the barrier between the purchaser and the product, generating an emotional connection, and boosting sales.

What it really means is: “Choose me, Buy me, Eat me, Love me”.

Exhibit B: Reusable shopping bag from Sainsbury’s.

Exhibit C: The Waitrose Deli is at it too.

My keyboard urges you to give anthropomorphism a go.

Elephant shopping bag

Exhibit B

Caution! I'm hot

Exhibit C

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