Advertising around the myth: use of mythological figures as a persuasive tool of advertising discourse.
Keywords:
Advertising, myth, archetypes, classical mythologies, brand, creativity.
Abstract
This paper attempts to study the reproduction and repetition of many classic mythological figures in contemporary advertising productions, and is sorted in order to find the cause of this phenomenon and its influence in the construction of archetypes in postmodern society as well as in consumer trends, resulting in advertising becoming today’s mythology.Downloads
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Published
2014-05-06
How to Cite
Freire Sánchez A. (2014). Advertising around the myth: use of mythological figures as a persuasive tool of advertising discourse. Historia y Comunicación Social, 19, 241-251. https://doi.org/10.5209/rev_HICS.2014.v19.45129
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