Between Myth and Brand: Aspects of Myth in Marketing Communication
The article is aimed at presenting that the features of a myth (known from literature in the field of anthropology, semiotics, and cognitive science) are also present in marketing communication related to shaping the image of brands. However, they are used in a scattershot manner, as specific market...
| Main Author: | |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Wydawn. Uniw. Jagiellońskiego
2020
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| In: |
Studia religiologica
Year: 2020, Volume: 53, Issue: 3, Pages: 239-253 |
| Further subjects: | B
kontrintuicyjność
B Myth B monomit B Storytelling B Fire B counter-intuitivenes B marka B Mit B monomyth B Bricolage B Marketing |
| Online Access: |
Volltext (lizenzpflichtig) Volltext (lizenzpflichtig) |
| Summary: | The article is aimed at presenting that the features of a myth (known from literature in the field of anthropology, semiotics, and cognitive science) are also present in marketing communication related to shaping the image of brands. However, they are used in a scattershot manner, as specific marketing messages usually use only certain selected features of a myth. The article shows techniques of brand mythologization by combining three features of myths (permanent structure of events, bricolage, counter-intuitiveness) with three possible ways of their application for marketing communication (modeling, export, import). |
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| ISSN: | 2084-4077 |
| Contains: | Enthalten in: Studia religiologica
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| Persistent identifiers: | DOI: 10.4467/20844077SR.20.017.12757 |