과학을 대신하는 신화적 상상력: 브랜드 내러티브와 신화적 원형의 적용 가능성
Science or Mythology? A Discussion of the Mytho-archetypal Approach to Brand Narrative
0
조회
0
다운로드
6
인용
0
참고문헌
키워드
초록
본 연구는 차별적인 브랜드 내러티브(brand narrative) 구축을 위한 신화적 원형(mytho-archetypes)의 적용 가능성에 대해 개념적 심층 논의와 탐색을 목적으로 한다. 이를 위해 다음의 내용을 구체적으로 논의하고자 한다. 첫째, 신화적 영역으로서의 인간의 무의식과 원형 간의 연관성을 규명하고 둘째, 인간 속성의 집합적인 꿈, 본능적인 열망, 느낌, 그리고 사고의 패턴을 대변하는 신화와 신화적 원형, 그리고 스토리와의 관계를 살펴보고자 한다. 세 번째는 브랜드 내러티브에서의 신화적 원형이 가지는 의미와 연관성에대한 논의를 통해 적용의 필요성과 가능성을 검토하고, 마지막으로 브랜드 내러티브 구축에 신화적 원형을 적용함에 있어 고려해야 할 요소들과 관련한 가설적 기본 프레임워크를제시하고 이에 대해 논의하고자 한다.
Abstract
The purpose of this paper is to examine the potential power of the mythical archetypes to build a brand narrative in advertising. To do so, the paper explores the origin of the Jungian archetypal psychology as a theoretical orientation and reviews the relationship between a collective unconscious and archetypes as a mythical realm. A potential application of mytho-archetypes to building a brand narrative also is discussed. This article concludes with suggestions of a hypothetical framework to implement concepts and principles to build brand narrative that are based in archetypal psychology and mythology.
참고문헌 (78)
- 김운한, "브랜드 스토리의 허구성 및 품질성이 스토리 몰입, 스토리 태도, 브랜드-소비자 관계에 미치는 영향", 홍보학연구, 17(3), pp.235~277 (2013), 한국PR학회
- 소현진, "스토리텔링 광고의 광고반응 평가 요소 재탐색: 공감적 반응을 중심으로", 광고학연구, 26(7), pp.59~79 (2015), 한국광고학회[DOI]
- 전주언, "고전문학 작품이 주입된 브랜드 스토리텔링 의 효과 : 내러티브 유형과 소비자의 창의성을 중심으로", 마케팅논집(Journal of Marketing Studies), 24(1), pp.105~124 (2016), 한국전략마케팅학회
- 정차숙, "스토리텔링 광고의 메시지 구성요소인 관련성, 진실성, 명확성과 제품 관여도가 광고 효과에 미치는 영향에 대한 연구", 광고학연구, 24(6), pp.7~41 (2013), 한국광고학회
- Adaval, R., "The role of narratives in consumer information processing", Journal of Consumer Psychology, 7(3), pp.207~245 (1998)
- Batey, M., "Brand Meaning: Meaning, Myth, and Mystique in Today’s Brands" (2016), Routledge
- Bechter, C., "Advertising between Archetypes and Brand Personality", Administrative sciences, 6(5) (2016)
- Belk, R. W, "The Cult of Macintosh", Markets and Culture, 8(3), pp.205~217 (2005)
- Boehm, K, "Brand Vision Archetypes: Creating Brands with Meaning", NMSBA, ~ (2016)
- Brewer, M, "Who is this 'We'? Levels of collective identity and self-representations", Journal of Personality and Social Psychology, 71(1), pp.83~93 (1996)
- Bruner, J., "Acts of Meaning" (1990), Harvard Business School Press
- Cadwell, M., "Constructing audio-visual representations of consumer archetypes", Qualitative Market Research: An International Journal, 13(1), pp.84~96 (2010)
- Campbell, C., "Brand narrative: How story gives meaning to marketing" (2010), Seabright Publishing
- Campbell, J., "The hero with a thousand faces" (1968), Princeton University Press
- Campbell, J, "The Power of Myth" (1991), Anchor Books
- Cooper, H., "Brand-self identity narratatives in the James Bond movies", Psychology & Marketing, 27(6), pp.557~567 (2010)
- Delgadillo, Y., "Narrative word of mouth communication: Exploring memory and attitude effects of consumer storytelling", Advances in Consumer Research, 31, pp.186~192 (2004)
- Dien, D., "The Evolving Nature of Self-Identity across Four Levels of History", Human Development, 43(1), pp.1~18 (2000)
- Duncan, K. J. H., "The Changing concept of animal sentience", Applied Animal Behavior Science, 100, pp.11~19 (2006)
- Eckhardt, G., "Cultural Paradoxes Reflected in Brand Meaning: McDonald’s in Shanghai, China", Journal of International Marketing, 10(2), pp.68~82 (2002)
- Escalas, J. E., "Narrative Processing: Building Consumer Connections to Brands", Journal of Consumer Psychology, 14(1-2), pp.168~180 (2004)
- Escalas, J. E., "The why of consumption:Contemporary perspectives on Consumer Motives, Goals and Desires", pp.237~258 (2000)
- Evans, J. C., "Dual-processing accounts of reasoning, judgement and social recognition", Annual Review of Psychology, 59, pp.255~278 (2008)
- Faber, M. A., "Resonance to archetypes in media: There’s some accounting for taste", Journal of Research in Personality, 43, pp.307~322 (2009)
- Fornier, S., "Handbook of Brad Relationships", pp.5~23 (2009), M. E. Sharpe
- Garcia, F., "Structures and Archetypal Content in Advertising Communication", Scientific Journal of Media Literacy, 19, pp.187~194 (2011)
- Greimas, A. J., "Narrative Semiotics and Cognitive Discourse" (1990), Pinter
- Green, M. C., "The role of transportation in the persuasiveness of public narratives", Journal of Personality and Social Psychology, 79(5), pp.701~721 (2000)
- Grutzner, F., "Using archetypes to build strong brands", Qualitative Research Consultants Association, 10, pp.4~24 (2011)
- Heisig, J. W., "Archetypal Process" (1989), Northwestern University Press
- Hillman, J., "On senex consciousness, in father and mothers" (1990), Spring Publications, Inc
- Hiltunen, A., "Aristotle in Hollywood: The anatomy of successful storytelling" (2002), Intellect Books
- Holt, D. G., "What becomes an icon most?", Harvard Business Review, 81, pp.43~49 (2003)
- Holt, D. B., "How brands become icons: The principles of cultural branding" (2004), Harvard Business School Press
- Holt, D. B., "Jack Daniel’s America: Iconic brands as ideological parasites and proselytizers", Journal of Consumer Culture, 6(3), pp.355~377 (2006)
- Holt, D. B., "Man-of-action heroes: The pursuit of heroic masculinity in everyday consumption", Journal of Consumer Research, 31, pp.425~440 (2004)
- Howard-Spink, J, "Using archetypes to build stronger brands", pp.1~3 (2002), World advertising Research Center
- Jung, C., "The Archetypes and Collective Unconscious" (1969), Princeton University Press
- Kahneman, D., "Heuristics and biases: The psychology of intuitive judgement", pp.49~81 (2002), Cambridge University Press
- Kim, J. E., "Narrative-transportation storylines in luxury brand advertising: Motivation consumer engagement", Journal of Business Research, 69, pp.304~313 (2016)
- Legorburu, G., "Storyscaping: Stop creating ads, start creating worlds" (2014), John wiley
- Lloyd, S., "Animals, archetypes, and advertising: The theory and the practice of customer brand symbolism", Journal of Marketing Management, 29(1-2), pp.5~25 (2013)
- Lobel, Thalma, "Sensation: The New Science of Physical Intelligence" (2014), Atria Books
- Luedicke, Marius, "Towards a narratology of brands?", European Advances in Consumer Research, 8, pp.419~420 (2008)
- Mark, M., "The Hero and The Outlaw: Building Extraordinary Brands Through the Power of Archetypes" (2001), McGraw-Hill
- McEmally, M. R., "The evolving nature of branding: Consumer and managerial considerations", Academy of Marketing Science Review, 2, pp.1~26 (1999)
- McKee, R., "Storytelling that moves people: A conversation with screenwriting coach, Robert McKee", Harvard Business Review, 6, pp.51~55 (2003)
- Moraru, M., "The return to the myth of origins in campaigns for alcoholic drinks", European Journal of Science and Theology, 10(5), pp.159~173 (2014)
- Muniz, K. M., "Consumer storytelling of brand archetypal enactments", International Journal of Tourism Anthropology, 4(1), pp.2015~ (2015)
- Nazerali, S., "Brand mythology", The Journal of Brand Management, 7(6), pp.405~411 (2000)
- Neumann, E., "The Origins and History of consciousness" (1970), Princeton University Press
- Oh, J. Y, "Using Archetypes of Myths in Advertising", Journal of Human Subjectivity, 4(1), pp.48~60 (2006)
- Padgett, D., "Communicating Experiences: A Narrative Approach to Creating Service Creating Service Brand Image", Journal of Advertising, 26, pp.49~62 (1997)
- Polkinghorne, D. E., "Narrative and self-concept", Journal of Narrative and Life History, 1, pp.135~153 (1991)
- Randazzo, S., "Subaru: The emotional myths behind the brand’s growth", Journal of Advertising Research, 46(1), pp.11~17 (2006)
- Randazzo, S., "The Myth Makers: How Advertisers Apply the Power of Classic Myths and Symbols to Create Modern Day Legends" (1995), Probus Publishing
- Roberts, C., "Exploring Brand Personality through Archetypes", Ph.D, pp.2010
- Russell, C, "When narrative brands end: The impact of narrative closure and consumption sociality on loss accommodation", Journal of Consumer Research, 40(6), pp.1039~1062 (2014)
- Salyer, M., "Utopian images and narratives in advertising", pp.111~140 (2012), Lexington Books
- Schank, R. C., "Tell me a story: A new look at real and artificial memory" (1990), Scribner
- Shiv B., "Placebo effects of marketing actions: Consumers may get what they pay for", Journal of Marketing Research, 42, pp.383~393 (2005)
- Siraj, S., "Archetyping the Brand: Strategy to Connect", The IUP Journal of Brand Management, 53(3), pp.47~59 (2011)
- "How great leaders inspire action" (2009)[URL]
- Stanovich, K. E., "Cognitive ability and variation in selection task performance", Thinking and Reasoning, 4, pp.193~230 (1998)
- Stumpf, S. E, "소크라테스에서 포스트모더니즘까지" (2004), 열린책들
- Tait, B., "The Mythic Status Brand Model: Blending Brain science and mythology to create a new brand strategy tool", Journal of Brand Strategy, 1(4), pp.377~388 (2012)
- Thompson, C. J., "Marketplace mythology and discourses of power", Journal of Consumer Research, 31, pp.162~180 (2004)
- Thompson, C. J., "Emotional branding and the strategic value of the doppelgäner brand image", Journal of Marketing, 70(1), pp.50~64 (2006)
- Tsai, S. P., "Investigating archetype-icon transformation in brand marketing", Marketing Intelligence and Planning, 24(6), pp.648~663 (2006)
- Tynan, C., "Sacralising the profane: Creating meaning with Christmas consumption in the UK", European Advances in Consumer Research, 7, pp.182~188 (2006)
- Van Praet, D., "Unconscious Branding: How Neuroscience Can Empower (And Inspire) Marketing" (2012), Palgrave Macmillan
- Veen, S. V., "The Consumption of Heros and the Hero Hierarchy of Effects", Advances in Consumer Research, 21, pp.332~336 (1994)
- Wertime, Kent, "Building Brands & Believers: How to Connect with Consumers using Archetypes" (2002), John Wiley & Sons, Inc
- Woodside, A. G., "Brand-Consumer Storytelling Theory and Research: Introduction to a Psychology & Marketing Special Issue", Psychology & Marketing, 27(6), pp.531~540 (2010)
- Woodside, A. G., "Case Study Research: Theory, Methods, Practice" (2010), Emerald Group Publishing
- Woodside, A. G., "Conversations with(in) the collective unconscious by consumers, brands, and relevant others", Journal of Business Research, 65, pp.594~602 (2012)
- Woodside, A. G., "When Consumers and Brands Talk: Storytelling Theory and Research in Psychology and Marketing", Psychology & Marketing, 25(2), pp.97~145 (2008)
- Zaltman, G., "How Customers Think: Essential Insights into The Mind of the Market" (2003), Harvard Business School Press
