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 |
| _version_ | 1848752268555321344 |
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| author | Lloyd, Stephen Woodside, Arch |
| author_facet | Lloyd, Stephen Woodside, Arch |
| author_sort | Lloyd, Stephen |
| building | Curtin Institutional Repository |
| collection | Online Access |
| 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 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. |
| first_indexed | 2025-11-14T08:05:55Z |
| format | Journal Article |
| id | curtin-20.500.11937-27455 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:05:55Z |
| publishDate | 2013 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-274552018-03-29T09:08:00Z Animals, Archetypes, and Advertising (A3): The Theory and the Practice of Customer Brand Symbolism Lloyd, Stephen Woodside, Arch 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 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. 2013 Journal Article http://hdl.handle.net/20.500.11937/27455 10.1080/0267257X.2013.765498 Routledge restricted |
| spellingShingle | Lloyd, Stephen Woodside, Arch Animals, Archetypes, and Advertising (A3): The Theory and the Practice of Customer Brand Symbolism |
| title | Animals, Archetypes, and Advertising (A3): The Theory and the Practice of Customer Brand Symbolism |
| title_full | Animals, Archetypes, and Advertising (A3): The Theory and the Practice of Customer Brand Symbolism |
| title_fullStr | Animals, Archetypes, and Advertising (A3): The Theory and the Practice of Customer Brand Symbolism |
| title_full_unstemmed | Animals, Archetypes, and Advertising (A3): The Theory and the Practice of Customer Brand Symbolism |
| title_short | Animals, Archetypes, and Advertising (A3): The Theory and the Practice of Customer Brand Symbolism |
| title_sort | animals, archetypes, and advertising (a3): the theory and the practice of customer brand symbolism |
| url | http://hdl.handle.net/20.500.11937/27455 |