BB week3 Flashcards
(20 cards)
What is a myth in consumer culture?
A symbolic story expressing shared cultural ideals, resolving tensions, and offering moral guidance (Baudrillard 1970; Barthes 1972)
What are the four functions of myths (Holt, Thompson)?
Metaphysical (explains origin), Cosmological (explains order), Sociological (supports social code), Psychological (guides individuals)
How are myths used in marketing?
Brands use myths to reflect values, create identities, and reduce consumer anxiety by structuring meaning
What is a monomyth (Campbell, 1949)?
A universal “hero’s journey” found across cultures—departure, initiation, return
How do brands use the hero’s journey?
Through storytelling that mimics transformation arcs (e.g., Nike, Barbie, Toyota ads)
Example of brand mythologizing?
Nike CEO tattooing the swoosh – reinforces a brand legend/myth (Ransdell, 1999).
What is sacred consumption (Belk et al., 1989)?
Consumption involving awe and reverence (e.g., religious items, luxury).
What is profane consumption?
Everyday, ordinary consumption lacking sacred meaning
What are the main stages of the hero’s journey in marketing?
Ordinary world → Call to adventure → Mentor → Trials → Abyss → Return with wisdom.
How is Barbie reimagined through the hero’s journey?
From idealised doll to flawed, evolving character confronting societal norms (Ashman et al., 2023).
What is a critique of the hero’s journey today?
It’s too linear and individualistic; lacks community or multiplicity of voices (Hanney, 2024).
What is a ritual in consumer behaviour? (Rook, 1985)
A symbolic, expressive activity made of multiple behaviours in a fixed, repeated sequence.
What are the components of a ritual?
Artifacts, script, performance roles, audience.
What are rites of passage?
A ritual journey through three phases: Separation → Liminality → Aggregation.
What is the gift-giving ritual?
Three stages: Gestation (buy gift), Presentation (exchange), Reformulation (redefine bond).
What meanings can gifts have?
Economic (value transfer), Social (reciprocity), Symbolic (relationship).
What are examples of modern rituals?
Gender-reveal parties, brand-themed holidays (e.g., Valentine’s Day, created or amplified by marketers).
Why do marketers use rituals?
To create emotional connections, increase repeat behaviour, and embed brands in cultural life
What is a “Hallmark Holiday”?
A commercially invented or exaggerated event to drive consumption.
How do brands insert themselves into rituals?
By designing ritual-specific products (e.g., Mars’ personalised M&Ms, luxury dining experiences).
