IDEAS home Printed from https://ideas.repec.org/a/foj/journl/y2014i3p17-31.html
   My bibliography  Save this article

Archetypes and Mythical Narratives in Car Advertising

Author

Listed:
  • Barbara LÄMMLEIN

    () (Frankfurt University of Applied Sciences)

Abstract

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
    as

    Download full text from publisher

    File URL: http://jurnalism-comunicare.eu/rrjc/download_en.php?id_articol=120
    Download Restriction: Download is limited to active subscribers. Subscription information available at: http://jurnalism-comunicare.eu/rrjc/subscribe_en.php

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

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

    JEL classification:

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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:foj:journl:y:2014:i:3:p:17-31. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Raluca Radu). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.