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Essay / Research Paper Abstract
This 4 page paper looks at the extent to which archetypal images from myth and fairytale are used in advertising in order to create images that appeal to the needs of consumers. The paper is presented in a practical manner looking at a number of sample advertisements. The bibliography cites 5 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEfairyma.rtf
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Unformatted sample text from the term paper:
tap into the subconscious and create association at both a conscious and a subconscious level, which are reinforced by theory learning and existing values as well as innate desires shaped
by the myths. There are many companies that advertise internationally with similar messages in both their text and images, encoding similar messages. Looking to the UK and the US and
many other countries1 there are many images that may be seen to appeal to the archetypal myths, even if they are somewhat convoluted or adapted to account for changes in
some attitudes, but may of the images and messages still refer to the original and archetypal message. One luxury good that received a great deal of international marketing s
that of Haagen Daz, here there is a high level of myth and imagery used to create a fairly tale image, that of the hero saving the women and then
looking after her. The Twilight marketing campaign2 supports this image with a line the marketing of a film where there is both fantasy and romance, where there is a strong
male lead and the image on the advertisements shows the male in the dominant position where they may be looking after or over the female, with then romanticised image supported
by the softer focus and warm colour, associating the myth and the emotions associated with the satisfaction of the myth becoming a reality. It may be argued that the target
market for this ad are the same as the film, with a high focus on the teen markets where there is still a high potential level of an idealised image
of romance. However, the use of emotions in marketing is well established as potentially effective (Hooley et al, 2004). In some advertisements, shown
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