The cows standing on their hind legs is another display of anthropomorphism. This juxtaposition of cows standing on two legs portrays the cows as more human-like. Eye contact is another important component of the advertisement. Eye contact is often a sign of respect and a manifestation of attention to humans. The cows peering into the readers eyes allow the reader to behold the cow as more human-like. The English writing of the words EAT MOR CHICKEN is the most intriguing example of anthropomorphism. Writing is a trait that is seen only in humans and is very far fetched to believe a cow could actually decipher and write the human language. The cows protesting, standing on their hind legs, making eye contact, and having sandwich boards with English writing on them all add to the human-like appeal of the cows. .
Giving animals human traits and behaviors allows humans to form strong emotional connections with animals (Nauret). When we tell a pet we love them we are implying they have the same ability to love and be loved as humans do. Calling dogs mans best friend is another example of anthropomorphism where humans are giving dogs the human characteristic of friendship. Love and friendship are both very strong emotional connections. These emotional connections can help form our decisions by giving us an anchor to base our justification around. .
The point of The Cow Campaign is to create an emotional connection between the reader and the cows. Many people believe that the most important function of an advertisement is to create an emotional connection, because emotions have the most impact on our decision making process (Hill 4). They also believe that forming an emotional connection is the basis of brand loyalty. The Cow Campaign uses anthropomorphism to form the emotional connection. After the cows are anthropomorphized, the reader can see the cows as more human, thus creating an emotional connection similar to that felt between two people.
