The tasks of anthropomorphism in the context of the communicative function of advertising

The study of anthropomorphism in the framework of the implementation of the phenomenon in the neuromarketing design system of consumer goods has led to the need to consider its main components of the characteristics. The relevance of the research topic is due to the search for effective communication tools to promote products on the market. We consider the phenomenon of anthropomorphism to be such a tool, and its use in advertising messages of companies producing consumer goods is being investigated. The lack of a scientific explanation of the effectiveness of the phenomenon posed a challenge for scientific research. The description of the properties and tasks of anthropomorphism in the context of advertising communications helps to understand the essence of the phenomenon and the scope of its use in the process of designing a message. Using theoretical methods of analysis, synthesis, comparison, generalization and classification, the properties of the phenomenon of anthropomorphism (information capacity, associativity, metaphoricity), which reflect the communicative advantages of the tool, are presented. The next stage is the definition of the tasks of anthropomorphism (attracting the attention of potential buyers, emotional involvement of the target audience, memorability of the advertising message and building trust at the stage of transmitting the advertising message) and dividing them into blocks (informational and psychological). The correlation of the tasks of anthropomorphism and the communicative function of advertising makes it possible to determine the potential of using the phenomenon in advertising communications. Additionally, the possible inclusion of the phenomenon of anthropomorphism in nostalgic, emotional and empirical marketing is considered, which allows forming positive connections with customers. It is noted that the tasks solved by introducing anthropomorphism into advertising communications coincide with the main neuromarketing parameters of advertising effectiveness: attention, emotional engagement, memorability.