Mackenzie_Chp9

Personality Symbol

Another type of advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. This character can be a person, like Mr. Whipple, who asked shoppers, "Please don't squeeze the Charmin," or the Maytag repairman, who sits anxiously by the phone but is never needed because the company's appliances are very reliable. Personality figures can also be built around animated characters and animals, personality sybmols such as Morris the cat, Tony the tiger, and Charlie the tuna have been used for decades to promote their companies.

https://smartamarketing.wordpress.com/2012/02/01/advertising-creative-implementation/