Kumamon.

A clumsy, black, cheap and cute online celebrity bear, its image has swept the world and brought great economic benefits to its hometown Kumamoto.

how is this done?

This is the power of "personification". People are naturally attracted to things with human characteristics. If they are carefully designed, their power can become very powerful.

This article will talk about how to use "personification" to create influence.

In fact, the technique of "personification" has been applied in all walks of life.

I can still recall the picture of Rising's little lion snoring, which made me deeply remember Rising's brand. Even after many years, Rising's market has already shrunk, which is rare.

people always tend to give things human characteristics or traces. At the same time, people tend to have a good impression on things with human characteristics.

this mechanism has existed since ancient times.

in order to explain natural phenomena, the ancients put forward the concept of "natural god", which means that the biochemistry of heaven and earth, wind and rain, thunder and lightning are all gods. No matter China mythology, Japanese mythology, Indian mythology, Nordic mythology and Egyptian mythology, they all use the concept of "God" to explain "natural phenomena" and imagine that "God" has human personality and preferences.

We also believe that human beings are the primates of all things, and if monsters and spirits are to appear, they must first cultivate human forms. Even if it is grotesque and indescribable at first, it should be turned into a human form. For example, Nezha was born as a big meat ball, and after splitting it, a lovely doll came out. For example, the Monkey King was born out of the sky, and the gourd doll jumped out of the gourd ... < P > And the immortals' pets have to be turned into human forms, and few of them are directly true.

The setting of "turning into a human figure" is widely used in game design and animation works, such as magic, food, tea and book ...

Even in modern times, this mentality has not changed.

When we watch science fiction movies, aliens always look like humans, and the whole world is speaking "Chinese" (or English or Japanese).

Some people have the plot of "Gundam", and they firmly believe that robots should have the image of "people" and that such robots have higher combat effectiveness.

Not only that, we also prefer the story of interracial love, such as The Legend of the White Snake. Why do we believe the story is because we believe that monsters can also have a "human heart".

Isn't this the same story as the recently released film Water Story?

so, how to use this mechanism?

let me talk about the definition first.

personification: giving the object humanity and human touch. It is not limited to things that are not human in nature, but also that objects that are human in nature are more human.

a common practice is to "do what one likes and create an ideal image".

For example, the advertisements in the classroom of Little Sunflower's mother make mothers more willing to believe the descriptions of the advertisements by shaping the expert image of Little Sunflower.

In class, some teachers also like to tell stories in personification when imparting knowledge, so that students can remember knowledge through stories;

The modern royal family is always willing to create the image of being close to the people;

WeChat official account was named "Captain Flying Fish" and "Uncle Kai Tells Stories", which immediately narrowed the distance with readers.

Game design, such as the paper man in Love and the Producer and the little frog in Traveling Frog.

even cartoonists always like to create an image to chat with readers in the "words of the author" section.

For example, in daily chat, video chat is superior to voice chat, and voice chat is superior to typing chat. Even typing chat should be accompanied by expression packs, words, and punctuation at worst to convey attitudes and emotions. For example, adding a ""is much gentler than not adding it

Some smart people will deliberately create contrast to produce a feeling of surprise and pleasure.

For example, some media will write articles that make fun of their bosses, which breaks users' cognition (for example, they think the media number should be serious and bureaucratic), and users are more willing to forward it if they find it interesting.

People are like this. If things are too perfect, they will feel false. If things are too just, they will sound hypocritical. A cold princess is not as easy to get close to as the little sister next door, but once the princess shows her proud side, it will make people feel that "this guy will be weak", thus giving them a sense of closeness.

As mentioned in a book before, for a long time, medieval painters painted the Madonna, always making it look holy and cold, which made people stay away from it. Until Raphael (as if) painted the Virgin Mary as a loving mother for the first time, which subverted the tradition and introduced a new trend.

Here, I want to emphasize that "personification gives people flavor in essence, that is to say, objects that are originally human are more humane and more popular".

for example, the star's personal design.

Kumamon is on fire, but in fact, this method of creating stars and creating online celebrity was first used to cultivate human stars. Before a brokerage company wants to launch a certain star, it always needs to think of a personal design, focusing on this person to market him. After the star becomes famous, it will continue to sell people to maintain traffic. Once the personal design collapses, it will face the risk of being out of date. Common styles include "good man", "abstinence", "tough guy", "fresh meat", "pure girl" and "fairy" ...

But now it is used in the virtual image, which has additional benefits. The virtual image is not easy to make mistakes (such as cheating) and is easier to control.

Similarly, there is Hatsune Miku, a virtual singer.

I'm curious, what would it look like if I put AI wings on the avatar?

On the other hand, "ideal personality" is not only a usage of "idol", but also a kind of sustenance and mapping of people. Such as "hero" personality. For example, Luo Yonghao anti-counterfeiting fighter, Siemens refrigerator incident. For example, in online writing, people often ask the author to arrange a role for him in the novel.

to sum up, by giving the object humanity and human touch, people's attitudes can be influenced and others' goodwill can be gained.

the feasible way is to do what you like and create a typical image.

personification can be realized by using the characteristics that belong to people.

why is it called a person?

People have sounds, feelings, names, and walk upright ...

Personification is also carried out from these aspects.

above.

After reading, please try to think about whether "personification" has more applications in all walks of life. Welcome to discuss with me ~

This article was born after chatting with friends and having a brain storm _