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

About this item

Title

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

Content partner

Auckland University of Technology

Collection

Tuwhera

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 sym...

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Format

Research paper

Research format

Journal article

Date created

2013

Creator

Lloyd, S / Woodside, AG

URL

https://hdl.handle.net/10292/6198

Related subjects

Branding / Marketing communications / Animal symbols

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Copyright © 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).

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