Elements of anthropomorphism as units of analysis in the process of neuro-designing advertising communications

The relevance is determined by the search for effective marketing communication tools to solve the problems of small and medium-sized businesses. The issue involves the introduction of innovative solutions. Neuromarketing methods, being innovative, allow to optimize the process of creating communicative messages: to find emotionally significant components of communication; to saturate the information message with meaningful semantic signs; to remove elements that carry cognitive distortions. Designing advertising communications with the given characteristics will make the message informative, emotionally significant and memorable. The study of anthropomorphism as a marketing communication tool is to examine the impact of the phenomenon on customer perception and behavior. Through the impact on different modal channels (auditory, visual, kinesthetic) cognitive reactions of buyers are studied, which gives an idea of the potential of the phenomenon in advertising communications. The purpose is to classify the elements of anthropomorphism, to identify working/information units and to introduce terminology to designate the studied type. Objectives : to analyze advertising material, which uses the phenomenon of anthropomorphism; to identify informational units; to classify by types; to describe each presented type; to introduce terminology for designation and subsequent identification. Methodology . For realization of the research the collection of advertising material was carried out. Subsequent analysis allowed structuring the information and categorizing it into types. With the help of descriptive method the characteristics of anthropomorphism types are highlighted. Results . The classification and description of anthropomorphism elements in the context of advertising communications was carried out. Types of anthropomorphism are defined, the author's terminology is introduced. Conclusions . Classification of types of anthropomorphism in marketing communications allows: to identify the type used in the creation of advertising communication; to isolate the elements of anthropomorphism from the communication message and conduct a comparative analysis for effectiveness; to choose relevant methods of neuromarketing design; to visualize possible variants of advertising communications; to develop methodological recommendations for companies that develop advertising creatives independently.