Why do firms engage in brand anthropomorphism.

Q1. We learned about brand anthropomorphism in class. Please explain brand anthropomorphism in your own words. Why do you believe firms engage in brand anthropomorphism? When do you believe anthropomorphism can help and when do you believe it can hurt brands? Please provide examples of brands that successfully (vs. unsuccessfully) used anthropomorphism. Please justify.

* Please list your source(s) towards the end of your response. Please use APA citation format.

(10 points)

Q2. Part 1: Please identify a brand that used/uses rational advertising appeal. Explain if the advertising appeal worked or failed. Please justify.

Part 2: Please identify a brand that used/uses emotional advertising appeal. Explain if the advertising appeal worked or failed. Please justify.

* Please list your source(s) for rational and emotional advertising appeals towards the end of your response. Please use APA citation format.

(10 points

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