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Archetypes and Mythical Narratives in Car Advertising


  • Barbara LÄMMLEIN

    () (Frankfurt University of Applied Sciences)


This article represents an excerpt of the PhD thesis Branding & Advertising and Communication Strategies by the author. Within this thesis inter - disciplinary approaches for deciphering messages of selected car advertising were used. Multiple methods and paradigms such as cultural studies, media communication, sociology, anthropology, semiotics, and psychoanalysis, were applied in order to analyze TV spots and print advertisements from a variety of angles. The purpose of this strategy was to gain a rather holistic perspective. In contrast, the present article concentrates only on one analyzing method that was used within the thesis. Therefore, with focus on social text analysis, and by applying a semiotic and psychoanalytical approach, eight TV spots were examined. The results reveal that archetypes, symbols, and mythical narratives are a permanent feature of contemporary car advertising.

Suggested Citation

  • Barbara LÄMMLEIN, 2014. "Archetypes and Mythical Narratives in Car Advertising," Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii, issue 3, pages 17-31.
  • Handle: RePEc:foj:journl:y:2014:i:3:p:17-31

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    More about this item


    Advertising; car; media communication; archetypes; mythical narratives.;

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising


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