When “critters” act like people: Anthropomorphism in greeting cards

Abstract

This paper examines anthropomorphism as a social phenomenon, using one of the most widely used modes of interpersonal communication, the birthday card, as the source of data. The sample consists of 535 birthday cards randomly selected from fourteen retail outlets in a metropolitan (SMSA) area. Each outlet represented a geographically distinct high‐traffic area varying in type of establishment (discount, drug, dime, department, grocery and card stores) and socioeonomic levels of the community. The incidence of anthropomorphism in birthday cards and differences between cards with and without anthropomorphism are presented. Cards with anthropomorphism are compared with respect to the type of animal(s) and the context within which the animal(s) is pictured. Using Goffman ‘s model of frame analysis as reference, social and cultural implications are discussed.