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How should a character behave?

I just read a funny (but I guess not a very scientific) article (The Inner Doughboy – Ruth Shalit) about the code of conduct many famous brand mascots (or spokes-characters) have. There are strickt rules to how for example some of the classic american mascots like Ronald McDonald, Green Giant, Mr Peanut and Doughboy (representing the grain brand Pillbury that are selling baking products) can behave. They are restricted by long guidelines about their look, behavior and gestures.

And asked about how their personalty they are always described as being nice and friendly.

Pillsbury-Doughboy

So Doughboy is only portraied as a helper a teacher or a friend. He is poppin’ fresh.

greengiant

Green Giant can never come out of his green valley, where he grows his healthy vegetables.

ronald-mcdonald

Ronald McDonald is kid’s fun magical friend.

mrpeanut

Mr Peanut is single. He is a cosmopolitan guy. He is too busy to be settling down.

But isn’t that also a little boring, maybe even cheasy. What about the statement that: ‘The best characters are the ones who are flawed or internally conflicted’

Who are the characters under the surface?

doughboy_bad

jolly-green-giant-grave

ronald-mcdonald-cosplay

peanutdissected

Anthropomorphism

anthropomorphism

Lucas Zanotto: Having a face – project

Anthropomorphism: the propensity to attribute human characteristics to objects. Seeing the human in non-human forms.

Anthropomorphism is a concept important at the very core of my project. Because why should we care about adding a character to our brand if it din’t have an impact on us and on our relation to the brand and the visual identity.

So why are we using brand mascots and characters: ’The primary benefit of spokes character advertising is thought to be the emotional connection that the character builds between the brand and the consumer’

Its all about emotions.

Human attributes that embody objects and animals:  intelligence, belief, desire, intension, goals, plans, psychological states, powers and will

Lucas Zanotto for example puts two disposable plates (where he paints black circles on) on objects that he encounters in nature – and suddenly the object is alive and relates to us.

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