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Journal ofMarketingManagement, 2013
Vol. 29,Nos. 1–2, 26–47,
http://dx.doi.org/10.1080/0267257X.2013.769020
Anthropomorphism, marketing relationships, and
consumption worth in theToyStory trilogy1
ClintonD.Lanier Jr., University of St. Thomas,Minnesota,USA
C.ScottRader,WesternCarolinaUniversity,NorthCarolina,USA
AubreyR.Fowler III,ValdostaStateUniversity, Georgia,USA
Abstract Who doesn’t love a toy? Toys become our friends, our
inspirations,
and our creations. What is interesting about these significant
relationships is
that they are formed with rather ordinary commercial products.
While this
may seem natural enough, Pixar’s Toy Story trilogy provides us
a glimpse into
the other side of this relationship, that is, from the perspective
of the toys.
Through a highly sophisticated use of anthropomorphism, the
films reveal that
theserelationshipsare far fromone-sided, value-based, identity-
laden,symbolic
manifestations. Instead, they encompass a mutually constituting,
evolving,
defining, and ever-changing process, in which we become our
objects as much
as our objects becomeus. As a result, it is important to look
beyond the relative
valueof theseobjects in order to assess their overallworth.
Keywords anthropomorphism; toys; marketing relationships;
consumption
worth; to infinity andbeyond
Introduction
Have you ever had that feeling that, despite how well things
seem on the surface,
underneath it all, something is just not quite right, or at least
not what it seems?
(Yeah, you know what we’re talking ’bout!) Well, that
happened to us, oddly enough,
when viewing Pixar’s groundbreaking animated Toy Story
trilogy. Like millions (dare
we say, billions) of fans around the world, we fell in love with
Woody and Buzz, felt
the anguish of their trials and tribulations, and rejoiced in their
ability to discern
what really matters in life. What gives us that uneasy pause,
though, is the fact
that these valuable ‘life lessons’ are being conveyed in the films
through commercial
products. While research suggests that we can impart ‘sacred’
meanings to objects
(Belk, Wallendorf, & Sherry, 1989), can objects really impart
‘sacred’ meaning to us?
While it could be argued that the Toy Story trilogy serves
merely as a form
of anthropomorphic allegory where commodities are simply a
means of conveying
a broader message (Asquith, 1997), this argument is
increasingly problematic
1The movies Toy Story, Toy Story 2, and Toy Story 3 are ©
Disney/Pixar. ‘Toy Story’ is a registered
trademark of Disney Enterprises, Inc.
©2013WestburnPublishersLtd.
Lanier et al.Anthropomorphism, relationships, andworth 27
in a postmodern world in which reality is constantly contested
(Brown, 1995).
In addition, it completely undermines the fantastic nature of the
stories (Tolkien,
1964). For example, it was not revealed at the end of the movies
that the toys had
come to life merely in Andy’s dream (the primary human
character), which is a typical
allegorical trope in fantastic literature (McDonald, 1890/2004).
Nor were the stories
set entirely in an anthropomorphic world (e.g. Pixar’s Cars) in
which the products
take on the roles of humans (another allegorical trope; Wiggen
& Smith, 1911). Toy
Story not only maintains the relationship between humans and
toys, but suggests that
it is this very relationship that gives life meaning. In fact, the
theme song for the
trilogy (‘You’ve Got a Friend in Me’, Newman, 1995) does not
refer merely to the
friendships among humans or toys, but ultimately to the
friendships between humans
and toys, which is the enduring focus of all three films.
The purpose of this paper is to explore these decidedly
marketing-based
relationships in light of the unique anthropomorphic nature of
the Toy Story
trilogy. Through a critical examination of the ‘vital materiality’
of the movies and
their characters (Bennett, 2010), a radical and innovative
understanding emerges
of the profound and pervasive nature of contemporary life in
which consumers
and products form complex relationships that reciprocally
constitute and define the
participants. Far from being one-sided, in the Toy Story movies,
the products also
possess a life of their own, which consequently allows them to
form relationships with
consumers that must be continually negotiated and experienced
not simply to allow
consumers to produce meaning, but to help them discover what
it means to exist.
These relationships are based on a deeper ontological
connection and corresponding
set of responsibilities that consumers must learn from their
possessions in order to
live a fuller and more rewarding life.
TheToy (back)Story
The three Toy Story films, created and produced by Pixar
animation studios
(Paik, 2007), provide an ideal context from which to examine
the interface of
anthropomorphism, marketing, and consumption for three
reasons. First, each
of the movies prominently features anthropomorphised
characters as the primary
actors. Here, the objects being anthropomorphised – toys – are
mass-produced
commercial products, providing an appropriate venue for a
marketing analysis.
The main characters include Woody, a nostalgic cowboy doll,
and Buzz Lightyear,
an intergalactic action figure. While the two main characters are
fictional toys,
the movies also include a cadre of some well-known and
popular non-fictional
toys, including Mr Potato Head, Etch-a-Sketch, and Speak-n-
Spell, all of which are
also anthropomorphised. In addition, the films focus primarily
on various types
of marketing-based relationships among the anthropomorphised
toys and different
human characters (e.g. Andy, Sid, and Al). Finally, all of the
movies deal specifically
with issues arising from the consumption (i.e. acquisition, use,
and disposal) of the
anthropomorphised toys.
Second, all of the films clearly captivated the viewing public, as
well as movie
critics, upon their initial release and have continued to resonate
with audiences
at home and in theatres, as evidenced by re-releases and DVD
sales (United Press
International, 2010). The original Toy Story, released in 1995,
grossed nearly
$361 million worldwide, ranking it as the 125th top grossing
movie of all time (Box
28 Journal ofMarketingManagement, Volume29
Office Mojo, 2012). Toy Story 2, released in 1999, grossed
$485 million worldwide,
and Toy Story 3, released in 2010, grossed $1.06 billion
worldwide, making it,
remarkably, the tenth highest grossing movie of all time (Box
Office Mojo, 2012).
This popularity spawned a huge merchandising effort, including
toys, clothes, games,
and even theme-park attractions (Price, 2009). The enduring
fascination with the
movies and their characters suggests that they are tapping into
something much
deeper than simply hedonic enjoyment and are addressing
consumers at the level
of lived experience.
Third, the films all maintain a considerable cultural, critical,
and even historical
relevance. In 2005, the US Library of Congress added the
original movie to its
National Film Registry, claiming that Toy Story represents a
pioneering breakthrough
as the first full-length animated feature to be created entirely by
artists using computer
technology (Library of Congress, 2005). This echoes Mendlow
(1995), who suggests
that ‘like the creators of Snow White and the Seven Dwarfs
fifty-eight years before
them, the makers of Toy Story . . . blazed a trail, introducing a
brand new medium in
animation’ (p. 128). Each of the subsequent movies continued to
push the boundaries
of computer animation, and the third was even nominated for a
Best Picture Academy
Award, only the third such animated film to have been so (Pixar
Planet, 2011). Even
with all of the cutting-edge technology, John Lasseter, the chief
creative officer at
both Pixar and Walt Disney Animation Studies, insists that it is
ultimately the stories
that resonate with audiences and fans (Lasseter & Daly, 1995).
Critics agree that
what vaults the films, especially as animated movies, to the
level of cultural icon is
the sophistication of the stories coupled with their accessibility
to multiple audiences
(Klady, 1995; Stack, 1995).
Unpacking theToyStory trilogy: A critical analysis
Although we have watched these movies multiple times (and
must admit that we own
one or two action figures . . . or three or four or five), a deeper
viewing of the films
allowed us to see things that we clearly missed with a more
casual approach. Indeed,
while anthropomorphism served as the overall impetus for the
research, our inductive
analysis of the films revealed that this important concept cannot
be understood in
isolation, but must be examined within a complex and evolving
network of humans,
objects, and their interrelationships. To that end, we present our
emergent themes
as unfolding narratives that reveal the anthropomorphic insights
of the films. Given
space limitations, familiarity with the movies is assumed,
though some contextual
descriptions are provided to situate the readers in relation to
particular storylines in
the films.
‘PizzaPlanet’:Anthropomorphismredux
It seems safe to say that the Toy Story trilogy takes
anthropomorphism to whole a new
level. While the various individual anthropomorphic aspects of
the films may not be
unprecedented, their complex and interwoven structures provide
a very unique view
of consumers, objects, and their interactions. What we
discovered in our analysis is
that anthropomorphism operates simulta neously on multiple
levels and from various
perspectives, with the result being that the films actually call
the very nature of
anthropomorphism into question. Whereas most cultural
manifestations conform
Lanier et al.Anthropomorphism, relationships, andworth 29
to conventional anthropomorphism theories of the imposition of
overtly human
perspectives on the world (e.g. Guthrie, 1993), the films
suggests that humans exist in
a deeper relationship with the world that ultimately transcends
this anthropocentric
perspective and connects us to the rest of creation in such a way
that only by
overcoming this view can we live in harmony with the world.
At the most basic level, Pixar employs anthropomorphism in a
rather traditional
manner to bring ordinary children’s toys to life and situate them
in an intricate world
of their own (e.g. Winnie-the-Pooh; Milne, 1926). What is
interesting, though, is that
what is being anthropomorphised is not the actual object, but a
digital representation
of the object, making the characters a type of
anthropomorphised simulacra that is
‘more real than real’ (Baudrillard, 1994). In fact, Woody and
Buzz were never actual
toys to begin with, but instead are fictional characters created
strictly for the films.
Even so, they quickly become the stars of the movies, dwarfing
both the human
characters and the ‘real’ toys (e.g. Mr Potato Head).
Pixar does not stop here, but situates the secret lives of toys
within the world
of humans. At this level, we have two very different worlds
interacting while
also remaining distinctly separate. In fact, we are informed that
there are larger
rules at play dictating the two worlds’ interaction and
separation, suggesting
something greater at work than mere anthropomorphism.
Although this general
type of human–anthropomorphised interaction is part of the
literary genre (e.g.
Alice’s Adventures in Wonderland; Carroll, 1865/1986), the
complexity of these
types of relationships in the Toy Story trilogy goes far beyond
any previous work.
(Wonderland seems tame by comparison.) In this particular
case, we encounter
another type of anthropomorphism in which the human children
in the films (e.g.
Andy, Sid, and Bonnie) bring the toys to life through their
imaginative world of
pretend play. This imposed ‘fantasy’ life, though, remains
different from the ‘real’
lives of the toys. However, the children’s imaginative play
world can and does have
a dramatic and even destructive impact on the lives of the toys.
In an example of
an even more complex anthropomorphic simulacra, we have
anthropomorphised
digital characters (i.e. human children) anthropomorphising (i.e.
through play-
acting) other anthropomorphised digital characters (i.e. toys),
though without the
knowledge that the toys have a real life of their own, which i s
based on the original
anthropomorphisation. (We hope you’re keeping up!)
Equally important, in addition to the children
anthropomorphising toys, we also
encounter the reversal, whereby the toys anthropomorphise
children. In multiple
scenes, we see Andy pretending to be Woody and interacting
with the other toys and
non-human characters as if he is now part of that secret world,
which he does not
even know exists (e.g. dressed in his Woody hat, Andy tells
Buster the dog to ‘reach
for the sky’). In addition, we witness Andy constructing a
spacesuit out of cardboard
boxes, thus becoming Buzz Lightyear as he exclaims, ‘To
infinity, and beyond!’ We
witness similar ‘reversals’ with Emily (i.e. the owner of the
Jessie the cowgirl doll) in
Toy Story 2 and Bonnie (i.e. the daughter of the day care
manager) in Toy Story 3.
Each of these examples indicates that anthropomorphism is not
simply a one-way
street (e.g. Waytz, Cacioppo, & Epley, 2010) but has powerful
influence over all
involved.
Lastly, in a final ontological push of the anthropomorphism
boundary, we
encounter the anthropomorphic toys calling their own
anthropomorphic nature
into question. In Toy Story, the ‘real’ anthropomorphised
Woody tells the
‘real’ anthropomorphised Buzz that he is not the ‘real’ non-
anthropomorphised
30 Journal ofMarketingManagement, Volume29
galaxy-romping Space Ranger (which is not real to begin with),
but simply a child’s
plaything, to which a defiant Buzz responds that Woody is ‘a
sad, strange little man’
(though probably no stranger than that last sentence). Likewise,
in Toy Story 2, Buzz
must remind Woody that he is not a vintage collector’s item, but
merely a toy. More
scathingly, in Toy Story 3, Lotso the bear tells the other toys,
‘You think you’re
special? You’re a piece of plastic. You were made to be thrown
away’. Whereas
Lotso acknowledges their specific nature to suggest that being
non-human has no
value independent of anthropomorphism, the other toys, in a
notable departure
from conventional anthropomorphism theory, argue that it is in
fact their nature
as non-human objects that makes them so special.
‘Strange things (arehappening tome)’:
Thecomplexnatureofobjects
As the literature on material culture has made increasingly
clear, objects exist
in a complex network of sociocultural meanings (Appadurai,
1986; Douglas &
Isherwood, 1979; Miller, 1987). What we discover in the films
is that these same
objects do not operate merely as instrumental means to human
ends (functionally
and/or symbolically), but exert powerful forces on these
relationships both in concert
with and in defiance of these meanings. The idea that life is
simply anthropocentric
manipulations of symbolic signs and meanings (Baudrillard,
1993) belies the much
more fundamental relationships that underlie and create these
meanings.
This is apparent in Toy Story 2 when Woody, who presumably
only knew of
Andy and his family’s world, confronts his cultural history as
the main character
in a popular 1950s children’s television program, ‘Woody’s
Roundup’. Woody is
dumbfounded to discover that he not only has a complex and
well-developed
backstory, but also a plethora of associated tie-in products,
point-of-purchase
displays, and even fans, all of which reveal his commercial
nature. What makes
Woody important, as another character from the television
show, the Prospector
(a.k.a. Stinky Pete, for reasons left unsaid) points out, is not
simply the fact
that Woody is a commercial medium for the transmission of
cultural meanings
(McCracken, 1986), but that he constitutes the collective
consciousness of that
bygone era. Hence, objects can move beyond anthropomorphism
and take on a
life of their own as they embody the broader sense of our
relation to the world
(Bennett, 2010). That is, these objects can become powerful
agents that can act upon
our imaginations and cultural creations. This is evident when
the Prospector informs
Woody that the series was cancelled because of the collective
cultural shift away from
interest in the mythos of the American West to that of outer
space (setting the stage
for Buzz Lightyear).
An even more important issue is revealed when, upon seeing
Woody’s
astonishment, the Prospector asks rhetorically, ‘You don’t know
who you are?’
While researchers have focused on how we impose meanings on
objects, especially
those that are important to us (Belk et al., 1989; Curasi, Price,
& Arnould, 2004;
Grayson & Schulman, 2000), we tend to ignore the fact that
objects exist as
independent entities that are oblivious to the meanings that we
impose upon them.
Even those objects that we designate as special and sacred are
often beyond our
control. For example, while Andy anthropomorphises the toys to
have specific traits
and characteristics in his pretend play scenarios (e.g. Bo Peep is
a helpless damsel
in distress and Rex the dinosaur is a ferocious beast), these tend
to be contrary
to how the toys actually are (e.g. Bo Peep is very sexually
assertive while Rex is
Lanier et al.Anthropomorphism, relationships, andworth 31
quite timid). While we are not proposing that objects have
objective meanings or
actual selves (which are essentially human attributions anyway),
what this form of
anthropomorphism suggests is that there is often an
incongruence between how we
imagine or want an object to be and how it actually is. This may
account for the
frustration that we sometimes feel when objects do not fulfil the
ends that we seek
from them, not to mention the ways that the actual nature of the
objects influence
our own personal meanings and sense of self.
The anthropomorphism in the Toy Story films further reveals
that not only do
toys exist as independent ontological beings (though of a
commodity nature), but
that they are also unique and possess distinct ‘personalities’. In
fact, like humans, no
toy is perfect, and each comes with its own set of flaws. For
example, while Woody
is faithful and true, he also exhibits traits of jealousy and envy
– especially when
Buzz arrives and seemingly displaces Woody as Andy’s
favourite toy. Buzz, while
exhibiting traits of resourcefulness and loyalty, arrives in the
first Toy Story movie
as quite a delusional character. Other toys represent relatively
benign personalities,
such as Hamm, the practical piggy bank, and the cynical Mr
Potato Head, while
others are downright nasty, such as the manipulative and
conniving prospector,
Stinky Pete, and the sociopathic huggable bear, Lotso. With the
exception of these
two characters and some other unsavoury toys, which start out
sweet and lovable
but then turn exceedingly unpleasant, most of the other toys are
loved in spite of
their flaws. Joseph Campbell (1904–1987), noted scholar of
world mythology, goes
even further by arguing that it is actually the imperfections of
character that we love
(Campbell, 1988). Rather than raising the status of objects to
some saintly position
by imbuing them with special and sacred meaning (Belk et al.,
1989), it may actually
be the ordinary and profane nature of some objects that makes
them attractive and
endearing to us.
At the same time, objects do not exist in isolation, but in
complex relations to
other objects. For example, it is clear at the beginning of Toy
Story that there is
a hierarchical social structure among the toys, with Woody
acting as the de facto
leader (presumably because he is Andy’s favourite). Throughout
the three movies, we
witness various types of relationships among the
anthropomorphised objects (e.g.
authoritative, competitive, cooperative, informative,
manipulative, and romantic),
all of which exhibit dynamic tensions that shape the
relationships. Usually, these
interactions are precipitated by the arrival and departure of
other toys, which
dramatically changes both the ontological structure and
epistemological nature of the
toys. What we learn is that not only do objects have thei r own
particular being, but
also that their existence and meaning is directly affected by the
presence (and absence)
of other objects. In addition, the hierarchical structure is very
fluid and tenuous (even
among special possessions), as is evident by the immediate
displacement of Woody
by Buzz through the mere act of receiving a gift (Sherry, 1993).
As a result, the
relationships among objects ultimately affect both their status
and significance (Epp &
Price, 2010). As soon as Buzz is introduced into this particular
world of toys, ‘strange
things’ indeed start happening – namely to Woody’s sense of
belonging.
What, then, is the nature or purpose of objects? Woody
constantly reminds the
other toys that their existence (and meaning) is not predicated
on being played
with (i.e. a functional or symbolic purpose; Richins, 1994),
which corresponds with
extant theory on anthropomorphism, but rather is based on
‘being there’ for Andy
(i.e. an ontological purpose; Heidegger, 1927/1962). What the
films suggest is that
humans do not make sense of the world merely by attaching
meaning to things, either
32 Journal ofMarketingManagement, Volume29
cognitively or bodily (Belk, 1988; Firat & Venkatesh, 1995; Joy
& Sherry, 2003), but
by encountering, interacting with, and even creating things that
exist independently
from themselves (Blumer, 1969; Mead, 1934). In fact, the
movies seem to discount
the meanings or symbolism of objects as an overriding
importance in this relationship
(Firat & Venkatesh, 1995). For example, in Toy Story, when
Buzz finally discovers
that he is merely a toy, he laments his fate to Woody: ‘For the
first time, I am thinking
clearly. I’m not a Space Ranger. I’m just a toy – a stupid, little
insignificant toy’.
Woody responds, ‘Being a toy is a lot better than being a Space
Ranger. Over in that
house is a kid who thinks you’re the greatest. And it’s not
because you’re a Space
Ranger, pal. It’s because you are a toy. You are HIS toy!’ The
visceral connection
between Andy and his toys, like any child with his/her favourite
things, transcends
any imposed public or private meaning (Richins, 1994), which
is always a once-
removed act of signifying, and constitutes an unreflective act of
pure being (a fact
that seems to get lost by us adults who incessantly try to
intellectualise the process).
It is those moments of existential connection that give rise to,
rather than being the
result of, creative acts of meaning and joy. For instance, does
Andy love his toys
because of the pretend play scenarios, or do the pretend play
scenarios arise from his
love for the toys?
‘You’remyfavouritedeputy’:Human–object relationships
We are all born into a world of objects, both natural and human
made, and objects
continuously stream in and out of this world. This movement of
objects, and its
subsequent effect on human–object relationships, is one of the
primary plot lines that
runs throughout the Toy Story trilogy. While much attention in
consumer research
has focused on the rituals and practices for receiving,
transforming, and disposing of
objects (Belk et al., 1989; Lastovicka & Fernandez, 2005;
Wallendorf & Arnould,
1991), some of which we witness in the movies (e.g. birthday
parties, Christmas
festivities, and charitable donations), far less research has
examined the complex
and intimate relationships that form between objects and
humans during their time
together – especially those relations that go beyond
anthropocentric human identity
practices or magical thinking (Epp & Price, 2010; Fernandez &
Lastovicka, 2011).
For example, in Toy Story, Buzz shows off Andy’s name on the
bottom of his foot.
He tells the other toys, ‘It looks as though I’ve been accepted
into your culture. Your
chief, Andy, inscribed his name on me’. Rex replies, ‘With
permanent ink, too!’ This
raises an interesting question: What happens when objects enter
into a fully fledged
and publicly acknowledged relationship with humans?
Similar to the research on product anthropomorphism (Chandler
& Schwartz,
2010; Fernandez & Lastovicka, 2011; Landwehr, McGill, &
Herrmann, 2011),
the literature on human–object relationships contends that these
relationships can
generally be classified as either positive or negative depending
on the degree of
importance of the object to the consumer and the integration of
the object into the
consumer’s life (Belk, 1988; Curasi et al., 2004; Epp & Price,
2010). The Toy Story
movies suggest, though, that these relationships are much more
complex, and that
objects can be as fully integrated into negative relationships as
they can in positive
relationships. For example, Andy represents more positive
human–object relations
in which he loves and cares for his toys, which are fully
integrated into his world.
But rather than being simple extensions of his self (e.g. does
Andy really want to be
one-eyed Bart the bank robber, a favourite character in his
pretend play scenarios?)
Lanier et al.Anthropomorphism, relationships, andworth 33
or repositories of romanticised family memories (e.g. does Andy
really love Woody
simply because he is an old family toy?), these relationships
take on deeper
expressions of what it means to exist by stimulating Andy’s
imagination to consider
the larger questions of life. Clearly, this form of imaginative
anthropomorphism
(Fisher, 1991) is much more intricate and acute than in extant
interpretations of
human–object relations. To be sure, moving beyond imagining
that toys are simply
‘human-like’, Andy’s pretend play scenarios usually deal with
fairly profound issues,
such as the relationship between good and evil. In this case,
good tends to triumph
over evil (e.g. one-eyed Bart goes to jail), and all of the toys are
reintegrated back
into the whole dynamic relationship.
In contrast to Andy, Sid, the nefarious kid next door, represents
more negative
human–object relations in that the interactions usually lead to
the destruction of
the objects and consequently the relationships. At the same
time, though, Sid is as
equally committed and involved in the ‘relationships’ as Andy.
Likewise, the human–
object relationships also inspire Sid to use his imagination
vividly to consider the
deeper relationship between good and evil, but with the outcome
being notably
different from that in Andy’s pretend play scenarios. Sid’s
considerable investment
in these decidedly ‘short-term’ relationships is evident in the
extent to which he has
turned his bedroom into a virtual laboratory, equipped with a
fully tooled workbench,
in order to live out his own pretend play scenarios. He has even
spent his hard-
earned allowance on additional objects (e.g. fireworks) to
gleefully destroy some
of the doomed toys. In a twisted sense, while negative
relationships can dictate
the disposition (and even destruction) of objects (Belk et al.,
1989; Chandler &
Schwarz, 2010), they are clearly not an indicator of lack of
involvement, investment,
or imagination. This example suggests that human–object
relations are much more
layered and multifaceted than is captured in the current
literature.
Another major insight that we gain from looking at these
human–object relations
is that rather than objects being simply or solely extensions of
our individual or
collective identity (Belk, 1988; Curasi et al., 2004; Epp &
Price, 2010), humans are
often extensions of their objects. For example, in Toy Story,
Woody, angry at being
displaced by Andy’s new toy, directly confronts Buzz: ‘Listen,
light snack, you stay
away from Andy. He’s mine, and no one is taking him away
from me’. In this case,
it seems that the object has taken possession of the human. The
toys may ‘be there’
for Andy, but Andy is clearly there for them as well. That is,
Andy is as much defined
by the toys as the toys are by Andy. As mentioned above, this is
apparent when Andy
dresses up and pretends to be Woody and Buzz, and also in the
pretend play scenarios
when he enacts the imaginary characters of each of the toys. We
see this as well in
the grotesquely negative relationships and pretend play
scenarios of Sid, in which he
increasingly becomes a mutant extension of his experimental
toys (notice his t-shirt
next time you watch the movie). This is not to deny that humans
have a powerful
effect on their objects (Belk, 1988); rather, the films suggest
that objects have an
equal, active, and very real impact on humans, with the
interactive process becoming
mutually defining (Blumer, 1969).
Lastly, while both the relationship marketing and consumer–
object literatures have
extensively examined the creation, maintenance, and disposition
of relationships,
there is little exploration of what we call ‘anti-relationships’
(i.e. the need for
or …
1
Proposal for Thematic Springboard Paper
ENG2102 - Spring 2021
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Quote the thesis of this article:
The thesis is on page:
Explain in your own words what this thesis statement is
arguing:
4. Choice for Focus Movie
You can choose any movie to analyze as long as it meets these 4
criteria: (1) It must NOT be mentioned in the key analytical
article above. (2) Prof. Hirschfelder must have seen it.* (3) You
must have easy access to this movie and can view it several
times. (4) It must relate to the thesis/main idea of the key
analytical article above. Use IMDb.com to find the requested
information.
*To find out what movies I have seen, review the appropriate
discussion posts and/or email me with specific movie titles and
years.
Name of movie:
Year of release:
Director(s):
Is this movie discussed in the article above? Yes / No
Has Prof. H seen this movie? Yes / No
Have you seen this movie? Yes / No
How do you have access to this movie?
Explain how does this movie fits with the key analytical article
you chose above:
5. Additional Sources
Using Academic Search Complete (SF library databases) or
another reliable database, find 2 analytical articles (in addition
to your key analytical article). These articles can be about your
focus movie, but they do not have to. They could be about a
movie discussed in the key analytical article, about a similar
movie, or just a relevant theme. These articles should be
relatable to the thesis statement/theme of your key analytical
article. In addition to your key analytical article named above
and the 2 articles named below, you can incorporate 1 or 2 other
articles that are reviews, analytical, or informative.For the final
paper, you may choose different articles from the 2 listed
below, as long as they are analytical and relevant to your main
theme.
*Note: The website, periodical, or journal will not be the same
as the database or search engine used to find the review.
Title of Article 1:
Author(s):
*Database/search engine you used:
*Original website, periodical, or journal that published this
article:
Date of publication:
Title of Article 2:
Author(s):
*Database/search engine you used:
*Original website, periodical, or journal that published this
article:
Date of publication:

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Journal of marketingmanagement, 2013vol. 29,nos. 1–2, 26–47,

  • 1. Journal ofMarketingManagement, 2013 Vol. 29,Nos. 1–2, 26–47, http://dx.doi.org/10.1080/0267257X.2013.769020 Anthropomorphism, marketing relationships, and consumption worth in theToyStory trilogy1 ClintonD.Lanier Jr., University of St. Thomas,Minnesota,USA C.ScottRader,WesternCarolinaUniversity,NorthCarolina,USA AubreyR.Fowler III,ValdostaStateUniversity, Georgia,USA Abstract Who doesn’t love a toy? Toys become our friends, our inspirations, and our creations. What is interesting about these significant relationships is that they are formed with rather ordinary commercial products. While this may seem natural enough, Pixar’s Toy Story trilogy provides us a glimpse into the other side of this relationship, that is, from the perspective of the toys. Through a highly sophisticated use of anthropomorphism, the films reveal that theserelationshipsare far fromone-sided, value-based, identity- laden,symbolic manifestations. Instead, they encompass a mutually constituting, evolving, defining, and ever-changing process, in which we become our objects as much as our objects becomeus. As a result, it is important to look beyond the relative valueof theseobjects in order to assess their overallworth.
  • 2. Keywords anthropomorphism; toys; marketing relationships; consumption worth; to infinity andbeyond Introduction Have you ever had that feeling that, despite how well things seem on the surface, underneath it all, something is just not quite right, or at least not what it seems? (Yeah, you know what we’re talking ’bout!) Well, that happened to us, oddly enough, when viewing Pixar’s groundbreaking animated Toy Story trilogy. Like millions (dare we say, billions) of fans around the world, we fell in love with Woody and Buzz, felt the anguish of their trials and tribulations, and rejoiced in their ability to discern what really matters in life. What gives us that uneasy pause, though, is the fact that these valuable ‘life lessons’ are being conveyed in the films through commercial products. While research suggests that we can impart ‘sacred’ meanings to objects (Belk, Wallendorf, & Sherry, 1989), can objects really impart ‘sacred’ meaning to us? While it could be argued that the Toy Story trilogy serves merely as a form of anthropomorphic allegory where commodities are simply a means of conveying a broader message (Asquith, 1997), this argument is increasingly problematic 1The movies Toy Story, Toy Story 2, and Toy Story 3 are ©
  • 3. Disney/Pixar. ‘Toy Story’ is a registered trademark of Disney Enterprises, Inc. ©2013WestburnPublishersLtd. Lanier et al.Anthropomorphism, relationships, andworth 27 in a postmodern world in which reality is constantly contested (Brown, 1995). In addition, it completely undermines the fantastic nature of the stories (Tolkien, 1964). For example, it was not revealed at the end of the movies that the toys had come to life merely in Andy’s dream (the primary human character), which is a typical allegorical trope in fantastic literature (McDonald, 1890/2004). Nor were the stories set entirely in an anthropomorphic world (e.g. Pixar’s Cars) in which the products take on the roles of humans (another allegorical trope; Wiggen & Smith, 1911). Toy Story not only maintains the relationship between humans and toys, but suggests that it is this very relationship that gives life meaning. In fact, the theme song for the trilogy (‘You’ve Got a Friend in Me’, Newman, 1995) does not refer merely to the friendships among humans or toys, but ultimately to the friendships between humans and toys, which is the enduring focus of all three films. The purpose of this paper is to explore these decidedly marketing-based relationships in light of the unique anthropomorphic nature of
  • 4. the Toy Story trilogy. Through a critical examination of the ‘vital materiality’ of the movies and their characters (Bennett, 2010), a radical and innovative understanding emerges of the profound and pervasive nature of contemporary life in which consumers and products form complex relationships that reciprocally constitute and define the participants. Far from being one-sided, in the Toy Story movies, the products also possess a life of their own, which consequently allows them to form relationships with consumers that must be continually negotiated and experienced not simply to allow consumers to produce meaning, but to help them discover what it means to exist. These relationships are based on a deeper ontological connection and corresponding set of responsibilities that consumers must learn from their possessions in order to live a fuller and more rewarding life. TheToy (back)Story The three Toy Story films, created and produced by Pixar animation studios (Paik, 2007), provide an ideal context from which to examine the interface of anthropomorphism, marketing, and consumption for three reasons. First, each of the movies prominently features anthropomorphised characters as the primary actors. Here, the objects being anthropomorphised – toys – are mass-produced commercial products, providing an appropriate venue for a
  • 5. marketing analysis. The main characters include Woody, a nostalgic cowboy doll, and Buzz Lightyear, an intergalactic action figure. While the two main characters are fictional toys, the movies also include a cadre of some well-known and popular non-fictional toys, including Mr Potato Head, Etch-a-Sketch, and Speak-n- Spell, all of which are also anthropomorphised. In addition, the films focus primarily on various types of marketing-based relationships among the anthropomorphised toys and different human characters (e.g. Andy, Sid, and Al). Finally, all of the movies deal specifically with issues arising from the consumption (i.e. acquisition, use, and disposal) of the anthropomorphised toys. Second, all of the films clearly captivated the viewing public, as well as movie critics, upon their initial release and have continued to resonate with audiences at home and in theatres, as evidenced by re-releases and DVD sales (United Press International, 2010). The original Toy Story, released in 1995, grossed nearly $361 million worldwide, ranking it as the 125th top grossing movie of all time (Box 28 Journal ofMarketingManagement, Volume29 Office Mojo, 2012). Toy Story 2, released in 1999, grossed $485 million worldwide,
  • 6. and Toy Story 3, released in 2010, grossed $1.06 billion worldwide, making it, remarkably, the tenth highest grossing movie of all time (Box Office Mojo, 2012). This popularity spawned a huge merchandising effort, including toys, clothes, games, and even theme-park attractions (Price, 2009). The enduring fascination with the movies and their characters suggests that they are tapping into something much deeper than simply hedonic enjoyment and are addressing consumers at the level of lived experience. Third, the films all maintain a considerable cultural, critical, and even historical relevance. In 2005, the US Library of Congress added the original movie to its National Film Registry, claiming that Toy Story represents a pioneering breakthrough as the first full-length animated feature to be created entirely by artists using computer technology (Library of Congress, 2005). This echoes Mendlow (1995), who suggests that ‘like the creators of Snow White and the Seven Dwarfs fifty-eight years before them, the makers of Toy Story . . . blazed a trail, introducing a brand new medium in animation’ (p. 128). Each of the subsequent movies continued to push the boundaries of computer animation, and the third was even nominated for a Best Picture Academy Award, only the third such animated film to have been so (Pixar Planet, 2011). Even with all of the cutting-edge technology, John Lasseter, the chief creative officer at
  • 7. both Pixar and Walt Disney Animation Studies, insists that it is ultimately the stories that resonate with audiences and fans (Lasseter & Daly, 1995). Critics agree that what vaults the films, especially as animated movies, to the level of cultural icon is the sophistication of the stories coupled with their accessibility to multiple audiences (Klady, 1995; Stack, 1995). Unpacking theToyStory trilogy: A critical analysis Although we have watched these movies multiple times (and must admit that we own one or two action figures . . . or three or four or five), a deeper viewing of the films allowed us to see things that we clearly missed with a more casual approach. Indeed, while anthropomorphism served as the overall impetus for the research, our inductive analysis of the films revealed that this important concept cannot be understood in isolation, but must be examined within a complex and evolving network of humans, objects, and their interrelationships. To that end, we present our emergent themes as unfolding narratives that reveal the anthropomorphic insights of the films. Given space limitations, familiarity with the movies is assumed, though some contextual descriptions are provided to situate the readers in relation to particular storylines in the films. ‘PizzaPlanet’:Anthropomorphismredux
  • 8. It seems safe to say that the Toy Story trilogy takes anthropomorphism to whole a new level. While the various individual anthropomorphic aspects of the films may not be unprecedented, their complex and interwoven structures provide a very unique view of consumers, objects, and their interactions. What we discovered in our analysis is that anthropomorphism operates simulta neously on multiple levels and from various perspectives, with the result being that the films actually call the very nature of anthropomorphism into question. Whereas most cultural manifestations conform Lanier et al.Anthropomorphism, relationships, andworth 29 to conventional anthropomorphism theories of the imposition of overtly human perspectives on the world (e.g. Guthrie, 1993), the films suggests that humans exist in a deeper relationship with the world that ultimately transcends this anthropocentric perspective and connects us to the rest of creation in such a way that only by overcoming this view can we live in harmony with the world. At the most basic level, Pixar employs anthropomorphism in a rather traditional manner to bring ordinary children’s toys to life and situate them in an intricate world of their own (e.g. Winnie-the-Pooh; Milne, 1926). What is interesting, though, is that what is being anthropomorphised is not the actual object, but a
  • 9. digital representation of the object, making the characters a type of anthropomorphised simulacra that is ‘more real than real’ (Baudrillard, 1994). In fact, Woody and Buzz were never actual toys to begin with, but instead are fictional characters created strictly for the films. Even so, they quickly become the stars of the movies, dwarfing both the human characters and the ‘real’ toys (e.g. Mr Potato Head). Pixar does not stop here, but situates the secret lives of toys within the world of humans. At this level, we have two very different worlds interacting while also remaining distinctly separate. In fact, we are informed that there are larger rules at play dictating the two worlds’ interaction and separation, suggesting something greater at work than mere anthropomorphism. Although this general type of human–anthropomorphised interaction is part of the literary genre (e.g. Alice’s Adventures in Wonderland; Carroll, 1865/1986), the complexity of these types of relationships in the Toy Story trilogy goes far beyond any previous work. (Wonderland seems tame by comparison.) In this particular case, we encounter another type of anthropomorphism in which the human children in the films (e.g. Andy, Sid, and Bonnie) bring the toys to life through their imaginative world of pretend play. This imposed ‘fantasy’ life, though, remains different from the ‘real’ lives of the toys. However, the children’s imaginative play
  • 10. world can and does have a dramatic and even destructive impact on the lives of the toys. In an example of an even more complex anthropomorphic simulacra, we have anthropomorphised digital characters (i.e. human children) anthropomorphising (i.e. through play- acting) other anthropomorphised digital characters (i.e. toys), though without the knowledge that the toys have a real life of their own, which i s based on the original anthropomorphisation. (We hope you’re keeping up!) Equally important, in addition to the children anthropomorphising toys, we also encounter the reversal, whereby the toys anthropomorphise children. In multiple scenes, we see Andy pretending to be Woody and interacting with the other toys and non-human characters as if he is now part of that secret world, which he does not even know exists (e.g. dressed in his Woody hat, Andy tells Buster the dog to ‘reach for the sky’). In addition, we witness Andy constructing a spacesuit out of cardboard boxes, thus becoming Buzz Lightyear as he exclaims, ‘To infinity, and beyond!’ We witness similar ‘reversals’ with Emily (i.e. the owner of the Jessie the cowgirl doll) in Toy Story 2 and Bonnie (i.e. the daughter of the day care manager) in Toy Story 3. Each of these examples indicates that anthropomorphism is not simply a one-way street (e.g. Waytz, Cacioppo, & Epley, 2010) but has powerful influence over all involved.
  • 11. Lastly, in a final ontological push of the anthropomorphism boundary, we encounter the anthropomorphic toys calling their own anthropomorphic nature into question. In Toy Story, the ‘real’ anthropomorphised Woody tells the ‘real’ anthropomorphised Buzz that he is not the ‘real’ non- anthropomorphised 30 Journal ofMarketingManagement, Volume29 galaxy-romping Space Ranger (which is not real to begin with), but simply a child’s plaything, to which a defiant Buzz responds that Woody is ‘a sad, strange little man’ (though probably no stranger than that last sentence). Likewise, in Toy Story 2, Buzz must remind Woody that he is not a vintage collector’s item, but merely a toy. More scathingly, in Toy Story 3, Lotso the bear tells the other toys, ‘You think you’re special? You’re a piece of plastic. You were made to be thrown away’. Whereas Lotso acknowledges their specific nature to suggest that being non-human has no value independent of anthropomorphism, the other toys, in a notable departure from conventional anthropomorphism theory, argue that it is in fact their nature as non-human objects that makes them so special. ‘Strange things (arehappening tome)’: Thecomplexnatureofobjects
  • 12. As the literature on material culture has made increasingly clear, objects exist in a complex network of sociocultural meanings (Appadurai, 1986; Douglas & Isherwood, 1979; Miller, 1987). What we discover in the films is that these same objects do not operate merely as instrumental means to human ends (functionally and/or symbolically), but exert powerful forces on these relationships both in concert with and in defiance of these meanings. The idea that life is simply anthropocentric manipulations of symbolic signs and meanings (Baudrillard, 1993) belies the much more fundamental relationships that underlie and create these meanings. This is apparent in Toy Story 2 when Woody, who presumably only knew of Andy and his family’s world, confronts his cultural history as the main character in a popular 1950s children’s television program, ‘Woody’s Roundup’. Woody is dumbfounded to discover that he not only has a complex and well-developed backstory, but also a plethora of associated tie-in products, point-of-purchase displays, and even fans, all of which reveal his commercial nature. What makes Woody important, as another character from the television show, the Prospector (a.k.a. Stinky Pete, for reasons left unsaid) points out, is not simply the fact that Woody is a commercial medium for the transmission of cultural meanings
  • 13. (McCracken, 1986), but that he constitutes the collective consciousness of that bygone era. Hence, objects can move beyond anthropomorphism and take on a life of their own as they embody the broader sense of our relation to the world (Bennett, 2010). That is, these objects can become powerful agents that can act upon our imaginations and cultural creations. This is evident when the Prospector informs Woody that the series was cancelled because of the collective cultural shift away from interest in the mythos of the American West to that of outer space (setting the stage for Buzz Lightyear). An even more important issue is revealed when, upon seeing Woody’s astonishment, the Prospector asks rhetorically, ‘You don’t know who you are?’ While researchers have focused on how we impose meanings on objects, especially those that are important to us (Belk et al., 1989; Curasi, Price, & Arnould, 2004; Grayson & Schulman, 2000), we tend to ignore the fact that objects exist as independent entities that are oblivious to the meanings that we impose upon them. Even those objects that we designate as special and sacred are often beyond our control. For example, while Andy anthropomorphises the toys to have specific traits and characteristics in his pretend play scenarios (e.g. Bo Peep is a helpless damsel in distress and Rex the dinosaur is a ferocious beast), these tend to be contrary
  • 14. to how the toys actually are (e.g. Bo Peep is very sexually assertive while Rex is Lanier et al.Anthropomorphism, relationships, andworth 31 quite timid). While we are not proposing that objects have objective meanings or actual selves (which are essentially human attributions anyway), what this form of anthropomorphism suggests is that there is often an incongruence between how we imagine or want an object to be and how it actually is. This may account for the frustration that we sometimes feel when objects do not fulfil the ends that we seek from them, not to mention the ways that the actual nature of the objects influence our own personal meanings and sense of self. The anthropomorphism in the Toy Story films further reveals that not only do toys exist as independent ontological beings (though of a commodity nature), but that they are also unique and possess distinct ‘personalities’. In fact, like humans, no toy is perfect, and each comes with its own set of flaws. For example, while Woody is faithful and true, he also exhibits traits of jealousy and envy – especially when Buzz arrives and seemingly displaces Woody as Andy’s favourite toy. Buzz, while exhibiting traits of resourcefulness and loyalty, arrives in the first Toy Story movie as quite a delusional character. Other toys represent relatively
  • 15. benign personalities, such as Hamm, the practical piggy bank, and the cynical Mr Potato Head, while others are downright nasty, such as the manipulative and conniving prospector, Stinky Pete, and the sociopathic huggable bear, Lotso. With the exception of these two characters and some other unsavoury toys, which start out sweet and lovable but then turn exceedingly unpleasant, most of the other toys are loved in spite of their flaws. Joseph Campbell (1904–1987), noted scholar of world mythology, goes even further by arguing that it is actually the imperfections of character that we love (Campbell, 1988). Rather than raising the status of objects to some saintly position by imbuing them with special and sacred meaning (Belk et al., 1989), it may actually be the ordinary and profane nature of some objects that makes them attractive and endearing to us. At the same time, objects do not exist in isolation, but in complex relations to other objects. For example, it is clear at the beginning of Toy Story that there is a hierarchical social structure among the toys, with Woody acting as the de facto leader (presumably because he is Andy’s favourite). Throughout the three movies, we witness various types of relationships among the anthropomorphised objects (e.g. authoritative, competitive, cooperative, informative, manipulative, and romantic), all of which exhibit dynamic tensions that shape the
  • 16. relationships. Usually, these interactions are precipitated by the arrival and departure of other toys, which dramatically changes both the ontological structure and epistemological nature of the toys. What we learn is that not only do objects have thei r own particular being, but also that their existence and meaning is directly affected by the presence (and absence) of other objects. In addition, the hierarchical structure is very fluid and tenuous (even among special possessions), as is evident by the immediate displacement of Woody by Buzz through the mere act of receiving a gift (Sherry, 1993). As a result, the relationships among objects ultimately affect both their status and significance (Epp & Price, 2010). As soon as Buzz is introduced into this particular world of toys, ‘strange things’ indeed start happening – namely to Woody’s sense of belonging. What, then, is the nature or purpose of objects? Woody constantly reminds the other toys that their existence (and meaning) is not predicated on being played with (i.e. a functional or symbolic purpose; Richins, 1994), which corresponds with extant theory on anthropomorphism, but rather is based on ‘being there’ for Andy (i.e. an ontological purpose; Heidegger, 1927/1962). What the films suggest is that humans do not make sense of the world merely by attaching meaning to things, either
  • 17. 32 Journal ofMarketingManagement, Volume29 cognitively or bodily (Belk, 1988; Firat & Venkatesh, 1995; Joy & Sherry, 2003), but by encountering, interacting with, and even creating things that exist independently from themselves (Blumer, 1969; Mead, 1934). In fact, the movies seem to discount the meanings or symbolism of objects as an overriding importance in this relationship (Firat & Venkatesh, 1995). For example, in Toy Story, when Buzz finally discovers that he is merely a toy, he laments his fate to Woody: ‘For the first time, I am thinking clearly. I’m not a Space Ranger. I’m just a toy – a stupid, little insignificant toy’. Woody responds, ‘Being a toy is a lot better than being a Space Ranger. Over in that house is a kid who thinks you’re the greatest. And it’s not because you’re a Space Ranger, pal. It’s because you are a toy. You are HIS toy!’ The visceral connection between Andy and his toys, like any child with his/her favourite things, transcends any imposed public or private meaning (Richins, 1994), which is always a once- removed act of signifying, and constitutes an unreflective act of pure being (a fact that seems to get lost by us adults who incessantly try to intellectualise the process). It is those moments of existential connection that give rise to, rather than being the result of, creative acts of meaning and joy. For instance, does Andy love his toys because of the pretend play scenarios, or do the pretend play
  • 18. scenarios arise from his love for the toys? ‘You’remyfavouritedeputy’:Human–object relationships We are all born into a world of objects, both natural and human made, and objects continuously stream in and out of this world. This movement of objects, and its subsequent effect on human–object relationships, is one of the primary plot lines that runs throughout the Toy Story trilogy. While much attention in consumer research has focused on the rituals and practices for receiving, transforming, and disposing of objects (Belk et al., 1989; Lastovicka & Fernandez, 2005; Wallendorf & Arnould, 1991), some of which we witness in the movies (e.g. birthday parties, Christmas festivities, and charitable donations), far less research has examined the complex and intimate relationships that form between objects and humans during their time together – especially those relations that go beyond anthropocentric human identity practices or magical thinking (Epp & Price, 2010; Fernandez & Lastovicka, 2011). For example, in Toy Story, Buzz shows off Andy’s name on the bottom of his foot. He tells the other toys, ‘It looks as though I’ve been accepted into your culture. Your chief, Andy, inscribed his name on me’. Rex replies, ‘With permanent ink, too!’ This raises an interesting question: What happens when objects enter into a fully fledged and publicly acknowledged relationship with humans?
  • 19. Similar to the research on product anthropomorphism (Chandler & Schwartz, 2010; Fernandez & Lastovicka, 2011; Landwehr, McGill, & Herrmann, 2011), the literature on human–object relationships contends that these relationships can generally be classified as either positive or negative depending on the degree of importance of the object to the consumer and the integration of the object into the consumer’s life (Belk, 1988; Curasi et al., 2004; Epp & Price, 2010). The Toy Story movies suggest, though, that these relationships are much more complex, and that objects can be as fully integrated into negative relationships as they can in positive relationships. For example, Andy represents more positive human–object relations in which he loves and cares for his toys, which are fully integrated into his world. But rather than being simple extensions of his self (e.g. does Andy really want to be one-eyed Bart the bank robber, a favourite character in his pretend play scenarios?) Lanier et al.Anthropomorphism, relationships, andworth 33 or repositories of romanticised family memories (e.g. does Andy really love Woody simply because he is an old family toy?), these relationships take on deeper expressions of what it means to exist by stimulating Andy’s imagination to consider
  • 20. the larger questions of life. Clearly, this form of imaginative anthropomorphism (Fisher, 1991) is much more intricate and acute than in extant interpretations of human–object relations. To be sure, moving beyond imagining that toys are simply ‘human-like’, Andy’s pretend play scenarios usually deal with fairly profound issues, such as the relationship between good and evil. In this case, good tends to triumph over evil (e.g. one-eyed Bart goes to jail), and all of the toys are reintegrated back into the whole dynamic relationship. In contrast to Andy, Sid, the nefarious kid next door, represents more negative human–object relations in that the interactions usually lead to the destruction of the objects and consequently the relationships. At the same time, though, Sid is as equally committed and involved in the ‘relationships’ as Andy. Likewise, the human– object relationships also inspire Sid to use his imagination vividly to consider the deeper relationship between good and evil, but with the outcome being notably different from that in Andy’s pretend play scenarios. Sid’s considerable investment in these decidedly ‘short-term’ relationships is evident in the extent to which he has turned his bedroom into a virtual laboratory, equipped with a fully tooled workbench, in order to live out his own pretend play scenarios. He has even spent his hard- earned allowance on additional objects (e.g. fireworks) to gleefully destroy some
  • 21. of the doomed toys. In a twisted sense, while negative relationships can dictate the disposition (and even destruction) of objects (Belk et al., 1989; Chandler & Schwarz, 2010), they are clearly not an indicator of lack of involvement, investment, or imagination. This example suggests that human–object relations are much more layered and multifaceted than is captured in the current literature. Another major insight that we gain from looking at these human–object relations is that rather than objects being simply or solely extensions of our individual or collective identity (Belk, 1988; Curasi et al., 2004; Epp & Price, 2010), humans are often extensions of their objects. For example, in Toy Story, Woody, angry at being displaced by Andy’s new toy, directly confronts Buzz: ‘Listen, light snack, you stay away from Andy. He’s mine, and no one is taking him away from me’. In this case, it seems that the object has taken possession of the human. The toys may ‘be there’ for Andy, but Andy is clearly there for them as well. That is, Andy is as much defined by the toys as the toys are by Andy. As mentioned above, this is apparent when Andy dresses up and pretends to be Woody and Buzz, and also in the pretend play scenarios when he enacts the imaginary characters of each of the toys. We see this as well in the grotesquely negative relationships and pretend play scenarios of Sid, in which he increasingly becomes a mutant extension of his experimental
  • 22. toys (notice his t-shirt next time you watch the movie). This is not to deny that humans have a powerful effect on their objects (Belk, 1988); rather, the films suggest that objects have an equal, active, and very real impact on humans, with the interactive process becoming mutually defining (Blumer, 1969). Lastly, while both the relationship marketing and consumer– object literatures have extensively examined the creation, maintenance, and disposition of relationships, there is little exploration of what we call ‘anti-relationships’ (i.e. the need for or … 1 Proposal for Thematic Springboard Paper ENG2102 - Spring 2021 Due: 11:59 PM, Tuesday, February 23 Directions: (1) Download this document. (2) Using MS Word (or compatible program) type in the requested information below. (3) Save your file. (4) Upload your file to Turnitin.com. Tips: · Before turning in this assignment, review the full directions for the Thematic Springboard paper and watch the lecture. · Save, email a copy, or print out your chosen articles for easy future reference. · Whenever possible, access the articles’ PDF format (rather than HTML).
  • 23. · Refer to the handout “Research Tips for Finding Sources about Movies” for an overview of finding the required source(s). 1. Student: 2. Section (either 0M1 or 0M2): 3. Choice for Key Analytical Article Choose one of the 15 articles from “Barbara’s Recommended Articles for Spring 2021.” On Academic Search Complete (SF library databases), find this article and locate the following information. Give page numbers from the PDF version of the essay (not the HTML version). This article will provide the main analytical point of view for your analysis. Article title and subtitle: Author(s): Periodical/source name: Database icon (either Academic journal, Periodical, or Review): Volume #: Issue/No. #: First page #: Last Page #: Publication date: DOI: AN: Quote the thesis of this article: The thesis is on page: Explain in your own words what this thesis statement is arguing: 4. Choice for Focus Movie You can choose any movie to analyze as long as it meets these 4 criteria: (1) It must NOT be mentioned in the key analytical article above. (2) Prof. Hirschfelder must have seen it.* (3) You must have easy access to this movie and can view it several times. (4) It must relate to the thesis/main idea of the key
  • 24. analytical article above. Use IMDb.com to find the requested information. *To find out what movies I have seen, review the appropriate discussion posts and/or email me with specific movie titles and years. Name of movie: Year of release: Director(s): Is this movie discussed in the article above? Yes / No Has Prof. H seen this movie? Yes / No Have you seen this movie? Yes / No How do you have access to this movie? Explain how does this movie fits with the key analytical article you chose above: 5. Additional Sources Using Academic Search Complete (SF library databases) or another reliable database, find 2 analytical articles (in addition to your key analytical article). These articles can be about your focus movie, but they do not have to. They could be about a movie discussed in the key analytical article, about a similar movie, or just a relevant theme. These articles should be relatable to the thesis statement/theme of your key analytical article. In addition to your key analytical article named above and the 2 articles named below, you can incorporate 1 or 2 other articles that are reviews, analytical, or informative.For the final paper, you may choose different articles from the 2 listed below, as long as they are analytical and relevant to your main theme. *Note: The website, periodical, or journal will not be the same as the database or search engine used to find the review. Title of Article 1:
  • 25. Author(s): *Database/search engine you used: *Original website, periodical, or journal that published this article: Date of publication: Title of Article 2: Author(s): *Database/search engine you used: *Original website, periodical, or journal that published this article: Date of publication: