This article asks whether orientalism remains present or active within one dominant contemporary media context: British television adverts. It provides a formula for the creation of captivating marketing mascots that fulfil the needs of our increasingly communication hungry culture, encouraging elevated consumer engagement and the development of stronger consumer-brand relationships.Įdward Said's theory of orientalism proposes that Western European culture has overwhelmingly tended to (mis)represent non-European cultures, societies, regions, and ethnic groups via mythic, romantic, simplistic and simplifying sets of binaries. In conclusion, this research contributes to knowledge in the field of brand anthropomorphism. The prominence of these have led to the development of a Literary Wheel model that has scope for use by industry and offers a direction for future research. The discussion section of this thesis creatively links the empirical evidence presented in the findings chapters and the insights from the literature with novels, storytelling and genre reading. Six forms of consumer engagement were identified which were perceived to have an effect on the narrative of marketing mascots. Secondly, this thesis sets out to analyse consumer engagement with the brands via their engagement with the selected marketing mascots. A literary approach was adopted when tackling this mysterious process of creating marketing mascots. By designing an interpretive case study methodology that relies on a variety of research techniques, including netnography, interviews and photo-essays, as well as a provocative style of presentation, this thesis sets out firstly to explore the development of three marketing mascots on the social media site of Facebook: Aleksandr Orlov mascot for price comparison website The M&M’s Spokescandies mascots for Mars’ M&M’s chocolate and Mr Peanut mascot for Planters peanuts. Additionally, an investigation into the use of mascots is carried out paying particular attention to their conceptual development and their ‘humanity’. ![]() ![]() To complete the extensive literature review, this thesis draws on marketing, advertising, psychology and consumer behaviour literature to reveal any existing classifications for brand anthropomorphism prior to introducing a new typology. Next, the phenomenon of anthropomorphism is examined by referring to literatures from the disciplines of anthropology, animal behaviour, English literature and religion. ![]() The fundamental theories referred to are integrated to form the Brand Puzzle. ![]() Drawing on branding literature, the multidimensional nature of brands is explored as a starting point for understanding brand mascots. This research begins by theoretically positioning the topic in a rich body of literature. As an area under researched, the ultimate aim of this thesis is to improve our understanding of the phenomenon of brand anthropomorphism via focusing on one of the most prominent tactics currently being used by industry – the use of marketing mascots. There is no end to the brands that lend themselves to anthropomorphic comparison.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |