Chapter Monomyth – a universal narrative structure in building a brand image
Building a brand image is a very popular aspect in theory and practice of marketing. The progressive technicization of the society and the multitude of information that reaches the consumers make them feel confused. To make it easier for them to find themselves in the world of promises and persuasio...
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Wydawnictwo Uniwersytetu Łódzkiego
2025
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| Online toegang: | ONIX_20250307_9788382207118_1333 |
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| _version_ | 1869525424007020544 |
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| author | Gielarek-Gorczyca, Krystyna |
| author_browse | Gielarek-Gorczyca, Krystyna |
| author_facet | Gielarek-Gorczyca, Krystyna |
| author_sort | Gielarek-Gorczyca, Krystyna |
| collection | Directory of Open Access Books |
| description | Building a brand image is a very popular aspect in theory and practice of marketing. The progressive technicization of the society and the multitude of information that reaches the consumers make them feel confused. To make it easier for them to find themselves in the world of promises and persuasions, creative advertisers reach for non-intrusive methods of familiarizing the recipient with the brand. These undoubtedly include storytelling, which constitutes an interesting alternative to imperative traditional forms of advertising communication. The growing popularity of narrative marketing (because this is what storytelling comes down to) is the effect of searching for new manners of reaching a recipient who is tired of explicitly touting messages. Narrative marketing draws themes for its stories from various sources, including Jung's theory of archetypes based on which the concept of a monomyth (that is universal journey of a hero recreated in every mythological story and presently also in popular culture and marketing communication) was created. In the article, I analyze the meaning of myths in contemporary culture – I discuss various research orientations which focus on myths. |
| format | Online |
| id | doab-20.500.12854ir-155683 |
| institution | Directory of Open Access Books |
| language | pol |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Wydawnictwo Uniwersytetu Łódzkiego |
| publisherStr | Wydawnictwo Uniwersytetu Łódzkiego |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1556832025-03-07T14:30:20Z Chapter Monomyth – a universal narrative structure in building a brand image Gielarek-Gorczyca, Krystyna real-time marketing storytelling marketing advertising news service creativity media studies Building a brand image is a very popular aspect in theory and practice of marketing. The progressive technicization of the society and the multitude of information that reaches the consumers make them feel confused. To make it easier for them to find themselves in the world of promises and persuasions, creative advertisers reach for non-intrusive methods of familiarizing the recipient with the brand. These undoubtedly include storytelling, which constitutes an interesting alternative to imperative traditional forms of advertising communication. The growing popularity of narrative marketing (because this is what storytelling comes down to) is the effect of searching for new manners of reaching a recipient who is tired of explicitly touting messages. Narrative marketing draws themes for its stories from various sources, including Jung's theory of archetypes based on which the concept of a monomyth (that is universal journey of a hero recreated in every mythological story and presently also in popular culture and marketing communication) was created. In the article, I analyze the meaning of myths in contemporary culture – I discuss various research orientations which focus on myths. 2025-03-07T14:30:19Z 2025-03-07T14:30:19Z 2022 chapter ONIX_20250307_9788382207118_1333 9788382207118 9788382207101 https://directory.doabooks.org/handle/20.500.12854/155683 pol image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International https://www.press.uni.lodz.pl/index.php/wul/catalog/book/1051 Wydawnictwo Uniwersytetu Łódzkiego 10.18778/8220-710-1.15 Building a brand image is a very popular aspect in theory and practice of marketing. The progressive technicization of the society and the multitude of information that reaches the consumers make them feel confused. To make it easier for them to find themselves in the world of promises and persuasions, creative advertisers reach for non-intrusive methods of familiarizing the recipient with the brand. These undoubtedly include storytelling, which constitutes an interesting alternative to imperative traditional forms of advertising communication. The growing popularity of narrative marketing (because this is what storytelling comes down to) is the effect of searching for new manners of reaching a recipient who is tired of explicitly touting messages. Narrative marketing draws themes for its stories from various sources, including Jung's theory of archetypes based on which the concept of a monomyth (that is universal journey of a hero recreated in every mythological story and presently also in popular culture and marketing communication) was created. In the article, I analyze the meaning of myths in contemporary culture – I discuss various research orientations which focus on myths. 10.18778/8220-710-1.15 83bfe9c9-323d-4283-b087-d859fd9af314 9788382207118 9788382207101 243-262 open access |
| spellingShingle | real-time marketing storytelling marketing advertising news service creativity media studies Gielarek-Gorczyca, Krystyna Chapter Monomyth – a universal narrative structure in building a brand image |
| title | Chapter Monomyth – a universal narrative structure in building a brand image |
| title_full | Chapter Monomyth – a universal narrative structure in building a brand image |
| title_fullStr | Chapter Monomyth – a universal narrative structure in building a brand image |
| title_full_unstemmed | Chapter Monomyth – a universal narrative structure in building a brand image |
| title_short | Chapter Monomyth – a universal narrative structure in building a brand image |
| title_sort | chapter monomyth a universal narrative structure in building a brand image |
| topic | real-time marketing storytelling marketing advertising news service creativity media studies |
| topic_facet | real-time marketing storytelling marketing advertising news service creativity media studies |
| url | ONIX_20250307_9788382207118_1333 |
| work_keys_str_mv | AT gielarekgorczycakrystyna chaptermonomythauniversalnarrativestructureinbuildingabrandimage |