Anthropomorphism, the attribution of human characteristics to non-human entities, is widely used in media communication as a rhetorical strategy. This study investigates how anthropomorphism functions persuasively across various media genres, including advertisements, public service announcements, and branding materials. Using a qualitative research design and rhetorical analysis, twelve media texts were purposively selected and analyzed to uncover the communicative roles that anthropomorphic representations play in shaping audience perception and engagement. The findings indicate that anthropomorphism serves three key rhetorical functions: emotional engagement, moral positioning, and simplification of complex or abstract concepts. Emotionally, anthropomorphic characters – such as talking animals, human-like objects, or personified natural elements – facilitate connection and empathy, encouraging viewers to relate to and internalize the message. Morally, these representations frame issues such as environmental protection or public health within ethical narratives, prompting audiences to adopt a sense of responsibility. Cognitively, anthropomorphism helps simplify technical or abstract content by presenting it through familiar, humanized forms, thereby enhancing comprehension and reducing psychological distance. This study concludes that anthropomorphism is not merely a stylistic embellishment, but a deliberate and powerful rhetorical tool used to influence audience understanding and behavior. While its effectiveness is clear, the ethical implications of its persuasive use also warrant further exploration. Future research should examine how different audiences interpret anthropomorphized media messages and the potential long-term effects of this rhetorical strategy on public discourse.
| Mualliflar | Кодирова , Гульзира |
|---|---|
| Jurnal | Lingvospektr |
| Nashr sanasi | 2025-05-02 |
| Jild | 4 |
| Son | 1 |
| Betlar | 542-547 |
| Til | Ingliz |
антропоморфизм, вовлечение аудитории, медиакоммуникация, моральная ориентация, обобщение, риторическая стратегия, убеждение, antropomorfizm, auditoriyani jalb qilish, axloqiy kontekst, Media kommunikatsiyasi, ko‘ndirish, ritorik strategiya, soddalashtirish, anthropomorphism, audience engagement, Media communication, moral framing, persuasion, rhetorical strategy, simplification
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