Journal of Literary Criticism

Journal of Literary Criticism

Mythosemiotics and it's place in advertising, marketing and branding.

Document Type : Original Article

Authors
شادمهر shadmehr 1
Foorogh Kazemi 2
1 foreign language department.Islamic azad university.central Tehran branch.Tehran.Iran
2 Department of Linguistics , Central Tehran Branch , Islamic Azad University, Tehran.Iran
Abstract
The most important purpose of advertising discourse is to value the product and build consumer confidence to encourage him to own valuable goods. Advertising is a process that convinces us that a product is worth buying. Advertising is heavily influenced by myths. Marketing also familiarizes us with the market process and helps us to produce and present our products in an attractive way. Advertising and marketing are closely related. Mythical narratives always refer us to a concrete or abstract power. Because of this, advertising discourse systems, marketing and branding use them and through them they make their goods a meta-value. This leads to an active and mutual relationship between the consumer and the brand of the company and increases brand power to compete in the market. Myths contain four imaginary elements of Bachelard and bring these elements with them to the field of advertising to complete the narrative process. Therefore, the main purpose of the research is to examine the place and application of semio-mythology in the discourse of advertising, marketing and branding according to narrative processes of action, passion and existence. Accordingly, in the present study, a corpus of advertising discourse, marketing system and narrative-mythical branding is extracted from media and internet sites and have been examined on the basis of narrative-mythical functions and value systems. The results indicate that the use of mythical narratives can improve the brand and market by creating consumer belief and sense of loyalty.
Keywords
Myth
narrative process of action
narrative process of passion
narrative process of existence
Bachelard’s imaginary four-dimensional elements
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Journal of Literary Criticism
Volume 5, Issue 9
March 2021
Pages 257-223

  • Receive Date 17 March 2020
  • Revise Date 06 June 2020
  • Accept Date 15 June 2020