publication . Article . 2014

Archetypes and Mythical Narratives in Car Advertising

Barbara LÄMMLEIN;
Open Access
  • Published: 01 Jan 2014 Journal: Romanian Journal of Journalism and Communication, issue 3, pages 17-31
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 soc...
Subjects
free text keywords: Advertising, car, media communication, archetypes, mythical narratives., jel:M3
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