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

Lorna M. R. Stevens, Pauline Maclaran

    Research output: Contribution to journalArticle

    30 Citations (Scopus)

    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.
    LanguageEnglish
    Pages29-39
    JournalJournal of Strategic Marketing
    Volume15
    Issue number1
    DOIs
    Publication statusPublished - Feb 2007

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    Mythology
    Marketers
    Marketing strategy
    Brand association
    Product category

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    Stevens, Lorna M. R. ; Maclaran, Pauline. / Exploring the Celtic Narrative in Advertising: Goddess Culture and the Lexicon of Perfumery. In: Journal of Strategic Marketing. 2007 ; Vol. 15, No. 1. pp. 29-39.
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    title = "Exploring the Celtic Narrative in Advertising: Goddess Culture and the Lexicon of Perfumery",
    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.",
    author = "Stevens, {Lorna M. R.} and Pauline Maclaran",
    note = "Reference text: 1. Billington, S and Green, M, eds. 1996. The Concept of the Goddess, London: Routledge. [CrossRef] 2. Brown, S. 1995. Postmodern Marketing, London: Routledge. 3. Brown, S. 2006. Tiocfaidh ār l&amacr:: introduction to the special issue.. Journal of Strategic Marketing, 14(1) [Taylor & Francis Online] 4. Condren, M. 1989. The Serpent and the Goddess, Women, Religion, and Power in Celtic Ireland, New York: Harper Collins Publishers. 5. Green, M. J. 1996. The Celtic World, London: Routledge. 6. Green, M. J. 1997. The Gods of the Celts, Bridgend: Sutton Publishing. 7. Hirschman, E. C. 2000. Heroes, Monster, and Messiahs: Movies and Television Shows as the Mythology of American Culture, Kansas City: Andrews McMeel Publishing. 8. Holt, D. 2004. How Brands Become Icons: The Principles of Cultural Branding, Boston, Massachusetts: Harvard Business Press. 9. Hutton, R. 1991. The Pagan Religions of the British Isles: Their Nature and Their Legacy, Oxford: Blackwell. 10. McCracken, G. 1988. Culture and Consumption, Bloomington: Indiana University Press. 11. Menafee, S. P. 1996. “Meg and her daughters: some traces of goddess‐beliefs in megalithic folklore?.”. In The Concept of the Goddess, Edited by: Billington, S and Green, M. 78–90. London: Routledge. 12. Paglia, C. 1992. Sexual Personae: Art and Decadence from Nefertiti to Emily Dickinson, Middlesex: Penguin Books. 13. Pratt, A. 1994. Dancing with Goddesses: Archetypes, Poetry, and Empowerment, Bloomington and Indianapolis: Indiana University Press. 14. Raudvere, C. 1996. “Now you see her, now you don't: some notes on the conception of female shape‐shifters in Scandinavian tradition.”. In The Concept of the Goddess, Edited by: Billington, S and Green, M. 41–55. London: Routledge. 15. Sjoestedt, M. L. 1949. London: Methuen & Co Ltd. Gods and Heroes of the Celts (transl. Myles Dillon) 16. Stewart, R. J. 1990. Celtic Gods, Celtic Goddesses, London: Blandford. 17. Thompson, C. J. 2004. Marketplace mythology and discourses of power.. Journal of Consumer Research, 31(1): 162–80. June [CrossRef], [Web of Science {\circledR}] 18. Vincent, L. 2002. Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Market Strategy, Chicago, Illnois: Dearborn Trade Books. 19. Wood, J. 1996. “The concept of the goddess.”. In The Concept of the Goddess, Edited by: Billington, S and Green, M. 8–25. London: Routledge.",
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    Exploring the Celtic Narrative in Advertising: Goddess Culture and the Lexicon of Perfumery. / Stevens, Lorna M. R.; Maclaran, Pauline.

    In: Journal of Strategic Marketing, Vol. 15, No. 1, 02.2007, p. 29-39.

    Research output: Contribution to journalArticle

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