Animals, archetypes, and advertising (A3): the theory and the practice of customer brand symbolism

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aut.relation.endpage25
aut.relation.issue1-2
aut.relation.startpage5
aut.relation.volume29
aut.researcherLloyd, Stephen Thomas
dc.contributor.authorLloyd, S
dc.contributor.authorWoodside, AG
dc.date.accessioned2013-12-11T03:30:10Z
dc.date.available2013-12-11T03:30:10Z
dc.date.copyright2013
dc.date.issued2013
dc.description.abstractThis 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.
dc.identifier.citationJournal of Marketing Management, vol.29(1-2), pp.5 - 25
dc.identifier.doi10.1080/0267257X.2013.765498
dc.identifier.issn0267-257X
dc.identifier.issn1472-1376
dc.identifier.urihttps://hdl.handle.net/10292/6198
dc.publisherTaylor & Francis
dc.relation.urihttp://www.tandfonline.com.ezproxy.aut.ac.nz/doi/full/10.1080/0267257X.2013.765498
dc.rightsCopyright © 2013 Taylor & Francis. This is a preprint of an article whose final and definitive form has been published in the Journal of Marketing Management and is available online at: www.tandfonline.com with the open URL of your article (see Publisher’s Version).
dc.rights.accessrightsOpenAccess
dc.subjectBranding
dc.subjectMarketing communications
dc.subjectAnimal symbols
dc.titleAnimals, archetypes, and advertising (A3): the theory and the practice of customer brand symbolism
dc.typeJournal Article
pubs.elements-id141302
pubs.organisational-data/AUT
pubs.organisational-data/AUT/Business & Law
pubs.organisational-data/AUT/Business & Law/Marketing
pubs.organisational-data/AUT/Business & Law/Marketing/Marketing PBRF 2012
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