The (army) hero with a thousand faces: A discourse-mythological approach to theorising archetypal blending in contemporary advertising

IF 3.4 4区管理学 Q2 BUSINESS

Marketing Theory Pub Date : 2022-12-14 DOI:10.1177/14705931221141732

D. Kelsey, N. Yannopoulou, A. Whittle, T. Heath, Artyom Golossenko, A. Soares

引用次数: 2

Abstract

This manuscript theorises the use of heroism in marketing by analysing selected representations of the army hero in contemporary advertising. Adopting the discourse-mythological approach to analyse Jungian archetypes, we focus on three US advertising campaigns that depict the army hero. Our analysis reveals that representations of the army hero combine traits, symbols, and images of the Magician, Warrior and King archetypes. ‘Archetypal blending’ is theorised in order to understand the mythological complexities of modern heroism, which expands the individually centred Hero’s Journey through references to a collective journey and collective responsibility. This study advances theoretical insights into how advertising blends narratives of heroism and other mythical archetypes to remain meaningful to multiple audiences - balancing the reproduction of conventional views of military heroism with representations that reflect changing societal values.

查看原文本刊更多论文

千姿百态的（军队）英雄：当代广告原型融合理论化的话语神话方法

本文通过分析当代广告中军队英雄的精选表现，论证了英雄主义在营销中的应用。采用话语神话的方法来分析荣格原型，我们重点关注了美国三场描写这位陆军英雄的广告活动。我们的分析表明，军队英雄的形象结合了魔术师、战士和国王原型的特征、符号和形象。”“原型融合”是为了理解现代英雄主义的神话复杂性而提出的理论，它通过提及集体旅程和集体责任来扩展以个人为中心的英雄之旅。这项研究从理论上深入探讨了广告如何将英雄主义叙事和其他神话原型融合在一起，以保持对多个受众的意义——在再现传统的军事英雄主义观点与反映不断变化的社会价值观之间取得平衡。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Marketing Theory BUSINESS-

CiteScore

5.90

自引率

0.00%

发文量

期刊介绍： Marketing Theory provides a fully peer reviewed specialised academic medium and main reference for the development and dissemination of alternative and critical perspectives on marketing theory. A growing number of researchers and management practitioners who believe that conventional marketing theory is often ill suited to the challenges of the modern business environment. The aim of Marketing Theory is to create a high quality, specialist outlet for management and social scientists who are committed to developing and reformulating marketing as an academic discipline by critically analysing existing theory. The journal promotes an ethos that is explicitly theory driven; international in scope and vision; open, reflexive, imaginative and critical; and interdisciplinary.