Open AccessBetween Myth and Brand. Aspects of Myth in Marketing Communication
Author(s) -
Maciej Czeremski
Publication year - 2020
Publication title -
zeszyty naukowe uniwersytetu jagiellońskiego. studia religiologica/studia religiologica
Language(s) - English
Resource type - Journals
eISSN - 2084-4077
pISSN - 0137-2432
DOI - 10.4467/20844077sr.20.017.12757
Subject(s) - mythology , bricolage , semiotics , field (mathematics) , marketing communication , advertising , marketing , sociology , business , epistemology , art , visual arts , literature , mathematics , philosophy , pure mathematics
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).