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

Lorna M. R. Stevens, Pauline Maclaran

    Research output: Contribution to journalArticlepeer-review

    42 Citations (Scopus)
    515 Downloads (Pure)


    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.
    Original languageEnglish
    Pages (from-to)29-39
    JournalJournal of Strategic Marketing
    Issue number1
    Publication statusPublished (in print/issue) - Feb 2007

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