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  • Identify Modern Day Myths That Corporation Screate

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    Elena Pesciarelli
    355 vizualizări16 pagini
    This document discusses how corporations create modern myths to communicate with consumers. It begins by defining mythology and myths. It then explains that brands develop narrative myths using common imaginaries to associate with their brand. Myths fascinate consumers and convey values and meanings. Examples are provided of how brands reference Greek and other mythology in their names, advertising, and narratives. This helps make their brand memorable by transporting consumers to magical or supernatural worlds representing the brand's distinctive qualities. The document concludes with an activity where groups develop myths for secret brand names and try to guess each other's brands from the myths.

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    Identify modern myths that corporations create and how they communicate to consumers

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    Identify Modern Day Myths That Corporation Screate (1)

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    This document discusses how corporations create modern myths to communicate with consumers. It begins by defining mythology and myths. It then explains that brands develop narrative myths using common imaginaries to associate with their brand. Myths fascinate consumers and convey values and meanings. Examples are provided of how brands reference Greek and other mythology in their names, advertising, and narratives. This helps make their brand memorable by transporting consumers to magical or supernatural worlds representing the brand's distinctive qualities. The document concludes with an activity where groups develop myths for secret brand names and try to guess each other's brands from the myths.

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    © All Rights Reserved
    Descărcați ca PDF, TXT sau citiți online pe Scribd
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    355 vizualizări16 pagini

    Identify Modern Day Myths That Corporation Screate

    Încărcat de

    Elena Pesciarelli
    This document discusses how corporations create modern myths to communicate with consumers. It begins by defining mythology and myths. It then explains that brands develop narrative myths using common imaginaries to associate with their brand. Myths fascinate consumers and convey values and meanings. Examples are provided of how brands reference Greek and other mythology in their names, advertising, and narratives. This helps make their brand memorable by transporting consumers to magical or supernatural worlds representing the brand's distinctive qualities. The document concludes with an activity where groups develop myths for secret brand names and try to guess each other's brands from the myths.

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    © All Rights Reserved
    Descărcați ca PDF, TXT sau citiți online pe Scribd
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    din 16

    CONSUMER BEHAVIOR

    MODERN
    MYTHS

    ELENA & AUDREY


    ?
    WORKSHOP 3

    IDENTIFY MODERN DAY


    MYTHS THAT
    CORPORATIONS CREATE.

    HOW DO THEY
    COMMUNICATE THESES
    STORIES TO CONSUMERS ?
    “a traditional or legendary story,
    usually concerning some being or hero or event, with or without a
    determinable basis of fact or a natural explanation, especially one that is
    concerned with deities or demigods and explains some practice, rite, or
    phenomenon of nature.”
    A real asset for brands...

    Mythology often used in communication


    Using of a common imaginary to associate it with the
    brand
    Myths universe always fascinated, carries values and
    meaning for consumers.

    Brands developpes narrative myths to


    make it mark the minds of consumers
    A real guarantee...
    Imagination
    Back to a world magical,
    supernatural
    Transmit beauty, infinity,
    immortality 
    Reinforce the elements
    distinctive features of the
    brand.

    40
    Brand name as the Greek
    goddess of victory, Niké

    Brand that makes it


    possible to win.

    The swoosh -> representation of


    the wing of the Greek goddess.
    Nina ricci Garden of Eden myth

    - Reflects the myth of Adam and


    Eve

    - «Apple» would be the object of


    desire, of temptation

    - Advertising invites us to «pick» the


    forbidden fruit.

    - Woman looks as clean as Eve


    before eating the apple

    - Perfume having the shape and


    color of the defended fruit
    «the Kingdom of the Gods» -> an
    allusion to Greek mythology

    Makes the consumer travel and


    create a distinctive imaginary ->
    easily memorized

    Chocolate as a divine treat of the


    Gods of Olympus, make it seem
    special, royal and divine
    - Reference to the Greek Goddess of
    beauty

    - Venus was by far the most beautiful of all


    gods, and with her comes beauty and
    love « The razor is of high beauty standard
    »

    - Message of the brand “there is a


    goddess like Venus in everyone”

    - Used of this name to make women feel


    more confident and beautiful about their
    body.
    - References to Greek mythology

    - Evoke beauty, aesthetics & perfection

    - Values of nobility and power to reflect


    their fragrance

    - “new olfactory fragrance on the top of


    Mount Olympus” -> a divine aura that
    would bewitch mortels that we are
    - It refers to Greek mythology

    - The Goddess Pandora was


    beautiful, she knew the manual arts
    and music

    - Responsible, after the opening of the


    famous vase, of a desolate and
    inhospitable world, similar to a desert,
    she opened it again to let hope out
    and the world started to live and
    hope again.

    - It symbolizes the curiosity and


    beauty of women.
    - The cosmetics brand of
    French origin took its name
    based on the word "sephos"
    which in Greek means
    "beautiful".
    - Zipporah, consort of Moses,
    according to the Old
    Testament had a beauty
    without comparison.
    NOW IT'S YOUR TURN!
    1. In 5 groups of 2-3 people, you'll be given secretly one famous
    brand name.
    2. Think about it and create your brand's myth: be creative! You
    have 10 ca.
    3. One group for time has to share its myth (without saying the
    brand's name) to the others, who have to guess the name of the
    brand.
    4. The first group that guess correctly the brand, wins!

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