Between Myth and Brand. Aspects of Myth in Marketing Communication

Bibliographic Data

ID5725555
AuthorsMaciej Czeremski (0000-0003-4906-2045, Jagiellonian University, corresponding author)
Year2020
Volume53
Issue3
Pages239-253
Publication date2020-01-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueStudia Religiologica (JOURNAL)
Journal identifiersISSN: 0137-2432 • E-ISSN: 2084-4077
PublisherUniwersytet Jagiellonski - Wydawnictwo Uniwersytetu Jagiellonskiego (PUBLISHER)
DOI10.4467/20844077sr.20.017.12757
OpenAlexW3134213530
LanguageEN
Citations received1
References cited28

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

Advertising · Art · Bricolage · Business · Epistemology · Field (mathematics) · Literature · Marketing communication · Mythology · Semiotics · Sociology · Visual arts · Consumer Behavior in Brand Consumption and Identification · Corporate Identity and Reputation · Language, Metaphor, and Cognition · Marketing · Mathematics

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