Keywords

Advert, advertising, hermeneutical, interpretation, mythology, persuasion, speech, symbolism

Abstract

The aim of this investigation is the study of publicity from the point of view of the archetypes, following a hermeneutic model of analysis of the content; through this we have studied the presence of the Greek mythological figures in comparison with the characters that appear in the advertising messages of perfumes, which at first allows us to observe the analogy of the gods of the old Greek Mythology with real human archetypes; secondly, it allows us to dig deeper into these advertising contents to know if these stories are purely commercial or if they could be interpreted with other meanings. The results of this analysis show a high participation of the female archetype of the woman as a wife, related to the goddess Hera, and followed by the archetype of the sensuality represented by the Aphrodite goddess and that of the goddess Artemisia or goddess of liberty; in perfume commercials aimed at men, the biggest frequency in the myth of Zeus and of Narcissus is emphasized, as archetypes of power and success, continued by the presence of the myth of Odysseus, the hero’s archetype, known as a model of strategist and intelligence; in commercials aimed at both sexes the myth of Dionysus as archetype of the party and transformation is the most relevant, followed by the myth of the brothers Hera-Zeus that become husbands and fathers of the Greek Panteon of Mithological Gods.

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Cites in Web of Science

Fernandez Fernandez, Paloma; Banos Gonzalez, Miguel; Garcia Garcia, Francisco. Iconographic analysis of perfumes audiovisual advertising. The case J'Adore REVISTA ICONO 14-REVISTA CIENTIFICA DE COMUNICACION Y TECNOLOGIAS, 2014.

https://doi.org/10.7195/ri14.v12i1.549

Martinez-Rodrigo, Estrella; Sanchez-Martin, Lourdes. YOUTH AND GENDER IN THE BRAND PROFILE OF COCA-COLA IN TUENTI PRISMA SOCIAL, 2014.

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Martínez-Rodrigo, E., Sánchez-Martín, L.. Youth, gender in the brand profile of Coca-Cola in Tuenti [Juventud y género en el perfil de Coca-Cola en Tuenti]), Prisma Social, .

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García-García, F., Baños-González, M., & Fernández-Fernández, P. (2011). Structures and archetypal content in advertising communication. [Estructuras y contenidos arquetípicos en la comunicación publicitaria]. Comunicar, 37, 187-194. https://doi.org/10.3916/C37-2011-03-11

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