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Between myth and brand : aspects of myth in marketing communication
Journal
Zeszyty Naukowe Uniwersytetu Jagiellońskiego. Studia Religiologica
100
Author
Czeremski Maciej
Volume
53
Number
3
Pages
245-259
ISSN
0137-2432
eISSN
2084-4077
Keywords in English
myth
brand
marketing
storytelling
monomyth
bricolage
counter-intuitivenes
Access date
2021-02-23
Language
English
Journal language
English
Abstract in English
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).
Affiliation
Wydział Filozoficzny : Instytut Religioznawstwa
| cris.lastimport.wos | 2024-04-09T19:32:12Z | |
| dc.abstract.en | 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). | pl |
| dc.affiliation | Wydział Filozoficzny : Instytut Religioznawstwa | pl |
| dc.contributor.author | Czeremski, Maciej - 173346 | pl |
| dc.date.accession | 2021-02-23 | pl |
| dc.date.accessioned | 2021-02-27T13:55:30Z | |
| dc.date.available | 2021-02-27T13:55:30Z | |
| dc.date.issued | 2020 | pl |
| dc.date.openaccess | 0 | |
| dc.description.accesstime | w momencie opublikowania | |
| dc.description.number | 3 | pl |
| dc.description.physical | 245-259 | pl |
| dc.description.publication | 1 | pl |
| dc.description.version | ostateczna wersja wydawcy | |
| dc.description.volume | 53 | pl |
| dc.identifier.doi | 10.4467/20844077SR.20.017.12757 | pl |
| dc.identifier.eissn | 2084-4077 | pl |
| dc.identifier.issn | 0137-2432 | pl |
| dc.identifier.project | ROD UJ / OP | pl |
| dc.identifier.uri | https://ruj.uj.edu.pl/xmlui/handle/item/265921 | |
| dc.identifier.weblink | https://www.ejournals.eu/Studia-Religiologica/2020/Numer-53-3-2020/art/17829/ | pl |
| dc.language | eng | pl |
| dc.language.container | eng | pl |
| dc.pbn.affiliation | Dziedzina nauk humanistycznych : nauki o kulturze i religii | pl |
| dc.rights | Udzielam licencji. Uznanie autorstwa - Użycie niekomercyjne - Bez utworów zależnych 4.0 Międzynarodowa | * |
| dc.rights.licence | CC-BY-NC-ND | |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/legalcode.pl | * |
| dc.share.type | otwarte czasopismo | |
| dc.subject.en | myth | pl |
| dc.subject.en | brand | pl |
| dc.subject.en | marketing | pl |
| dc.subject.en | storytelling | pl |
| dc.subject.en | monomyth | pl |
| dc.subject.en | bricolage | pl |
| dc.subject.en | counter-intuitivenes | pl |
| dc.subtype | Article | pl |
| dc.title | Between myth and brand : aspects of myth in marketing communication | pl |
| dc.title.journal | Zeszyty Naukowe Uniwersytetu Jagiellońskiego. Studia Religiologica | pl |
| dc.type | JournalArticle | pl |
| dspace.entity.type | Publication |
cris.lastimport.wos
2024-04-09T19:32:12Z dc.abstract.enpl
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). dc.affiliationpl
Wydział Filozoficzny : Instytut Religioznawstwa dc.contributor.authorpl
Czeremski, Maciej - 173346 dc.date.accessionpl
2021-02-23 dc.date.accessioned
2021-02-27T13:55:30Z dc.date.available
2021-02-27T13:55:30Z dc.date.issuedpl
2020 dc.date.openaccess
0 dc.description.accesstime
w momencie opublikowania dc.description.numberpl
3 dc.description.physicalpl
245-259 dc.description.publicationpl
1 dc.description.version
ostateczna wersja wydawcy dc.description.volumepl
53 dc.identifier.doipl
10.4467/20844077SR.20.017.12757 dc.identifier.eissnpl
2084-4077 dc.identifier.issnpl
0137-2432 dc.identifier.projectpl
ROD UJ / OP dc.identifier.uri
https://ruj.uj.edu.pl/xmlui/handle/item/265921 dc.identifier.weblinkpl
https://www.ejournals.eu/Studia-Religiologica/2020/Numer-53-3-2020/art/17829/ dc.languagepl
eng dc.language.containerpl
eng dc.pbn.affiliationpl
Dziedzina nauk humanistycznych : nauki o kulturze i religii dc.rights*
Udzielam licencji. Uznanie autorstwa - Użycie niekomercyjne - Bez utworów zależnych 4.0 Międzynarodowa dc.rights.licence
CC-BY-NC-ND dc.rights.uri*
http://creativecommons.org/licenses/by-nc-nd/4.0/legalcode.pl dc.share.type
otwarte czasopismo dc.subject.enpl
myth dc.subject.enpl
brand dc.subject.enpl
marketing dc.subject.enpl
storytelling dc.subject.enpl
monomyth dc.subject.enpl
bricolage dc.subject.enpl
counter-intuitivenes dc.subtypepl
Article dc.titlepl
Between myth and brand : aspects of myth in marketing communication dc.title.journalpl
Zeszyty Naukowe Uniwersytetu Jagiellońskiego. Studia Religiologica dc.typepl
JournalArticle dspace.entity.type
Publication Affiliations
Wydział Filozoficzny
Czeremski, Maciej
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