Cultural myths and advertisements

More Essay Examples on Advertising Rubric I personally took the time to go purchase this product because I was a little unsure that this BB Cream would actually do all the things it says. After trying it out on my face I would say that this product does in fact even skin tone, hydrate; it made my skin feel fresh after application, brighten, and protect. After trying it out for a few days there was only one thing I did not notice which was; renew. Skin Renew, but just like how this ad convinced me to want to try the product that is basically how it is with other women when the ad is pretty much saying that you have to change in order to be accepted.

Cultural myths and advertisements

She belongs to the research group MAECEI and she develops her sci- entific activity, focused on the analysis of advertis- ing discourse, by collaborating with communication magazines and conferences. Introduction At first glance, a mercantilist activity that emerged from the devel- opment of capitalist societies such as advertising, does not appear to be related to any ancient tales passed down from primitive peo- ple to give explanations about the phenomena happening in their environment.

However, although both discourses are not directly connected, advertising and myths present some similarities in their structure as well as their contents and functions, as described by several authors who study the extensive relationship between both disciplines.

In order to be aware Cultural myths and advertisements this connection, attention needs to be given to present-day advertisements where it is easy to iden- tify characters and motifs which reference myths.

Essentially, it refers to the representation occurring at the surface level, where it is possible to recognize the use of mythical characters in the name of a product, or in reference to some myths in certain commercials. Acording to Greimaswho establish- es three levels of significance i.

Emphasis, therefore is Cultural myths and advertisements here to the figurative level, analyzing the perceptible presence of myths in contemporary advertising. Nevertheless, the ambiguity which some- times surrounds the concept is compensated by a vast bibliography concerning myth and its meaning within different civilizations.

While it would not be possible to pre- sent an extensive account of myths and their implications here, the basic functions in ancient societies should be noted as to better un- derstand their manifestation in the contemporary world. Thus, myths also enclose a universal dimen- sion, given that they seem to be a common characteristic of human- kind, present in every place, since the beginning of time.

A possible reason for the striking omnipresence of myths in distant cultures around the world might be the human endeavor to understand the universe Sellers, In fact, Dorfles notes that myths are man- ifested in every society, from the traditional ones to the most devel- oped ones; therefore, myths are believed to still be alive today, but under new formulations Nevertheless, despite the debate be- tween theories, the fact remains that the universal nature of myths persists in society, and they survive by adapting to every era and by adopting different representations.

According to some experts, such as Arroyo Almaraz, it is easy to visualize the utilization of ancient myths and how they are recre- ated into modern forms. Almaraz states that it is not the discourse itself that is modified, but the form of the discourse instead From this, he discusses the idea that myths are still present today, and that the set of heroes, deities, and creatures which con- Figure 1 stitute Greek mythology, for example, are found in our daily rou- tine but in different ways.

In this sense, literature stands out for its essential role in spreading or reinterpreting ancient tales through centuries, from antiquity to present day, and several experts remark the contribution of art masterpieces to the survival of mythology within western culture Eliade, The horizon of study has gradually expanded to media forms such as films, comic strips, or advertisements, since they perpetuate ancient archetypes under new interpretations.

All the same, there are specific periods of time in history when myths were especially powerful, such as Romanticism, since an in- creasing interest in myths as well as a return to mythical universes is noticeable in every social, cultural and ideological dimension of that time Duch, Current society presents two dimensions.

On the one hand, it is dominated by an extreme rationalism, as an inheritance of the En- lightenment era, and on the other hand, myths are expressed in different ways, such as those seen in mass media discourses, which are understood as the means by which ancient tales are still alive. Given this, it could be said that not only are myths updated within literature, but they are constantly reformulated within oth- er creative discourses, such as art, film plots, music compositions, etc.

Thus, it is not surprising to iden- tify the use of mythical images, characters, and topics in current texts. Nonetheless, myths are not under- stood in the same way as they used to be conceived in the ancient times, since they do not include a religious or sacred component anymore.

Therefore, the media transmits those tales which were once known by our ancestors, and this in a sense represents a crucial function because mankind utilizes narratives to achieve self-awareness and to understand the symbolic and conceptual universe; which is es- sential for the interpretation of its existence.

Given this, it is logical to recognize the influence of myths in television plots and film narratives which serve as channels for tales and stories which are known by the viewer: Any popular icons of the day may carry an archetypal charge.

Activities subject to the focused passions of large numbers of people such as televised international sport- ing contests may do so too. In fiction, an entire narrative in whatever medium may be archetypal if it springs from a source that feeds and perhaps springs from the uncon- scious needs of substantial audience numbers Izod, Thus, regardless of the fact that myths and advertising seem to be completely unrelated discourses, belonging to distant eras, with dif- ferent goals and contradictory mechanisms, the truth is that they are tightly connected.

This way, when de- signing creative strategies, advertisers turn to those pre-existing elements which constitute the collective imaginary. Those elements —archetypes, stereotypes, and myths, depending on the perspective from which they are analyzed— involve a set of ideas, values and symbols which configure the mental structures of a community or group.

Thus, the use of those pre-existing elements is understood as an effective resource in order to build arguments, because it con- tributes to increasing the persuasive potential of the advertising message.

The fact of using images or motifs which are already set within the collective imaginary seems to be a guaranteed sell, as- suming the fact that the one who is addressed is expected to under- stand the message Rey, A cultural myth is a traditional story that has a meaning attached to it.

These myths have an effect in they way people lead their lives and.

Cultural myths and advertisements

May 01,  · Cultural Myths in Advertising 1 May In People magazine I did myth analyses on 5 different ads which are all portraying a similar common theme, viewing women as objects and sexual figures to be possessed by men.

Myths are the motivating stories or ideas common cultural practices. This understanding of myth leaves little room for the common misperception that myths are simply false or superstitious ideas. Instead, myths are the ideas and stories that motivate daily behavior.

Dec 18,  · In studies of how drug advertising influences doctors' behaviour, little attention is given to visual and linguistic imagery. The authors argue that myth is often deployed in drug adverts to depict exaggerated therapeutic efficacy and that doctors should be aware of this This image transports the.

These advertisements later lead to people having cultural myths, “a story or idea that explains the culture or customs of people” (Davis). A cultural myth is a traditional story that holds special significance for the people of a given culture.

At the heart of her thesis is the rejection of the "factory imaginary," a cultural myth reinforced by global conceptual artists and the Chinese government alike, in their self-justified efforts to rescue Dafen painters from their presumed "lack of creativity.

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