Storytelling%20and%20Myth%202008

Storytelling%20and%20Myth%202008 - Storytelling and Myth...

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Storytelling and Myth Caleb Warren Buyer Behavior Fall 2008
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Myths Simple stories. .. Carry emotion as meaning Focused Characters and plots Figurative message/theme Provide ideals to live by Resolve life’s biggest and most troubling questions
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Myths relieve ideological tensions “the contradictions between ideology and individual experience produce intense desires and anxieties, fueling the demand for myths” Prevalent (National) Ideology What culture/society wants you to do Who society wants you to be e.g. 1950s: male: protector / breadwinner female: sexual object / caregiver Ideological Contradiction When ideals are impossible or constraining Alternative ideologies e.g. 1950s: male: rebel hero (e.g. James Dean) female: feminist reaction
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Icons Icons represent and allow people to feel a story or myth religious symbols people movies songs brands
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Mountain Dew as an Icon Hillbilly Myth (60s) Redneck Myth (80s) Slacker Myth (90s)
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Budweiser as an Icon Worker Artisan Myth (70s-80s) Lizards Myth “True” Myth
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Storytelling%20and%20Myth%202008 - Storytelling and Myth...

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