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Exploring the Celtic Narrative in Advertising: Goddess Culture and the Lexicon of Perfumery

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Stevens, Lorna M. R. and Maclaran, Pauline (2007) Exploring the Celtic Narrative in Advertising: Goddess Culture and the Lexicon of Perfumery. Journal of Strategic Marketing, 15 (1). pp. 29-39. [Journal article]

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URL: http://www.tandfonline.com/doi/ref/10.1080/09652540601129973#tabModule

DOI: 10.1080/09652540701525948

Abstract

This article draws on mythology, specifically archetypal images of womanhood and goddesses in Celtic mythology, to demonstrate how marketers refer to myths to endow their brands with powerful and compelling elements. It traces how cultural myths of womanhood have functioned in history, and how they are continually being re-created and re-presented in the marketplace in order to fire the imaginations of consumers. Such marketing strategies enable consumers to invoke and partake of the powerful associations encapsulated in perfume brands, associations that contribute to this product category's enduring appeal and allure in the marketplace.

Item Type:Journal article
Faculties and Schools:Ulster Business School
Ulster Business School > Department of International Business
ID Code:22996
Deposited By:Dr Lorna Stevens
Deposited On:17 Aug 2012 09:53
Last Modified:17 Aug 2012 09:53

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