Packaging as Vehicle for Mythologizing the Brand
Bibliographic Data
| ID | 2165641 |
|---|---|
| Authors | Maria Kniazeva, Russell William Belk (0000-0001-6674-9792) |
| Year | 2007 |
| Volume | 10 |
| Issue | 1 |
| Pages | 51-69 |
| Publication date | 2007-03-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Consumption Markets & Culture (JOURNAL) |
| Journal identifiers | ISSN: 1025-3866 • E-ISSN: 1477-223X |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/10253860601164627 |
| OpenAlex | W2067598107 |
| Language | EN |
| Citations received | 22 |
| References cited | 38 |
The theoretical contribution of this article lies in the domain of marketplace mythology. By examining stories printed on the food packages that make use of a popular claim of naturalness, we offer a conceptual framework showing how corporations attempt to graft new myths onto old archetypes. We propose that by revisiting traditional mythology, contemporary commercial storytellers collectively create a grand postmodern marketplace myth-that of an empowered and ennobled consumer. We treat packaging narratives as cultural productions and explore them as vehicles for mythologizing the brand. Our findings reveal mythical themes exploited by companies in their packaging stories and messages they convey
Archetype · Consumer Behavior in Brand Consumption and Identification · Culinary Culture and Tourism · Media, Gender, and Advertising
‘The cheese that tastes good and does good’
Beyond choice
Mythologizing late Victorian tea advertising
Womanist Ideology in Service of a Mystical Worldview
Who Let the Dog and Cat Out? The Emergence of Stray Animal Care Non-Governmental Organisations in Brunei Darussalam
From “aesthetic” to aestheticization
The “decline” of London’s curry houses invented tradition, authenticity, gastromythology
Green marketing in the fashion industry
Tracing Food Packaging Waste
Disposable but indispensable
Nature, nationalism and neoliberalism on food packaging
Pure in body, pure in mind? A sociohistorical perspective on the marketisation of pure foods in great Britain
The making of healthy and moral snacks
Imagining cultural wealth
Gender by Design
The mythologization of protein
Selling the “Inca superfood”
Flags and fields
Strategies of distinction
The Strategic, Shifting Work of Market Devices
Message on a bottle
On the road to prosumption
Theorizing myth
The Anthropology of Numbers
Anatomy of Criticism
Interpreting Consumers
Teaching Old Brands New Tricks
Intepreting Consumer Mythology
Dimensions of Brand Personality
The Machine in the Garden
Global Nature, Global Culture
Representing Consumers
The Conquest of Cool
New Old-Fashioned Ways
Marketing Aesthetics
A Meaning-Based Model of Advertising Experiences
We Gather Together
The Sacred and the Profane in Consumer Behavior
Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
Consumer Myths
Religiosity in the Abandoned Apple Newton Brand Community
Marketplace Mythology and Discourses of Power
Consumer Value Systems in the Age of Postmodern Fragmentation
Brand Community
Consumers and Their Brands
Liberatory Postmodernism and the Reenchantment of Consumption
The Cult of Macintosh
| Unique citing works | 22 |
|---|---|
| Citations per year | 1,57 |
| Citation span | 2012 - 2026 (15) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 22 |