Sökning: "Myth-telling"

Hittade 1 uppsats innehållade ordet Myth-telling.

  1. 1. Not All Heros Wear Capes

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Fang Cheng; Hanna Åstrand; [2023]
    Nyckelord :Keywords: Emotion Creation; Brand Archetype; Myth-telling; System 1; Hero; Ordinary People; Hero’s Journey; Business and Economics;

    Sammanfattning : Purpose: The main purpose of this study is to enhance our understanding of branding communication with mass audiences using ordinary people in myth treatment. Methodology: This qualitative study explores the phenomenon of ordinary people portrayed as heroes in advertisements in an abductive manner. LÄS MER