The building of a myth through the narratives of the Apple brand: story of life, advertising and fiction on Steve Jobs

  • Beatriz Braga Bezerra Escola Superior de Propaganda e Marketing — ESPM y Maestra por el PPGCOM-UFPE.
  • Viviane Riegel PhD em Sociología en la Goldsmiths College (University of London) y en Comunicación y Prácticas de Consumo en la; Maestra por el PPGCOM-ESPM.
  • Goldsmiths College
DOI: https://doi.org/10.5209/PEPU.56393
Keywords: Brand, Consumption Narratives, Myth.

Abstract

The story of Steve Jobs is related to the brand he founded, Apple. From the different narratives related to the brand, whether in the history of his life, or in the production of advertising and of a moving picture about Jobs, we aimed to understand how the construction of a myth took place, as a strategic consumption proposal of Apple´s brandscape. For this study, we followed the analytical path of critical discourse, which allowed us to demonstrate the different texts and images that make up the myth of the Apple brand, called Steve Jobs.

Downloads

Download data is not yet available.
View citations

Article download

Crossmark

Metrics

Published
2017-05-31
How to Cite
Braga Bezerra B., Riegel V. y College G. (2017). The building of a myth through the narratives of the Apple brand: story of life, advertising and fiction on Steve Jobs. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 11, 53-68. https://doi.org/10.5209/PEPU.56393
Issue
Vol. 11 (2017)
Section
Articles

License

In order to support the global exchange of knowledge, the journal Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.