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Animals, archetypes, and advertising (A3): The theory and the practice of customer brand symbolism
| Content Provider | Scilit |
|---|---|
| Author | Lloyd, Stephen Woodside, Arch G. |
| Copyright Year | 2013 |
| Description | This study provides a theoretical grounding from social anthropology and psychoanalysis into the use of animal symbolism in marketing communications. The study analyses the adoption of animal symbols in brand communications, and considers these as either implicitly anthropomorphic (totemic) or explicitly anthropomorphic (fetishist). Contemporary advertising messages, as they become more visual, indirect, and implicit in their content (Phillips & McQuarrie, 2002), continue to employ animal symbols. Such integration of animal symbols serves to activate and connect archetypal associations automatically in consumers' minds, thereby enabling them to activate the cultural schema that the brand represents. The effective application of cultural schema associated with a brand contributes to brand engagement and thereby to brand equity. |
| Related Links | https://core.ac.uk/download/pdf/56364036.pdf |
| ISSN | 0267257X |
| e-ISSN | 14721376 |
| DOI | 10.1080/0267257x.2013.765498 |
| Journal | Journal of Marketing Management |
| Issue Number | 1-2 |
| Volume Number | 29 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2013-01-01 |
| Access Restriction | Open |
| Subject Keyword | Journal: Journal of Marketing Management Business and Management Branding Marketing Communications Animal Symbols |
| Content Type | Text |
| Resource Type | Article |
| Subject | Strategy and Management Marketing |
