Animals, Archetypes, and Advertising (A3): The Theory and the Practice of Customer Brand Symbolism
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 expli...
| Main Authors: | , |
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| Format: | Journal Article |
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Routledge
2013
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| Online Access: | http://hdl.handle.net/20.500.11937/27455 |