MYTHOLOGY AND ADVERTISEMENT1
The business in this competitive world of business, importance of advertisement has
increased and the more creative the advertisements are, the more acceptable and popular the
brands become. In order to create a positive impression in the minds of the customers, the
brands use special icons having symbolic in depth values. In such case, the reference of the
very popular brands can be mentioned which in their advertisements or in choosing their
brand symbols have used mythological characters and gods. Among these international
brands, mention can be made about Nike, Dove and Starbucks.
In the company advertisements like Nike the reference for the Greek goddess can be
found. Nike itself is the goddess of victory who had an outspread wings and carried a palm
branch, Hermes staff and wreath as the messenger of victory. The company always focuses
on the production of its shoe for the winners in sports. It is one of the most recognised sports
shoe brand in the world that promote strength, speed and capability of the sports persons
(Pietilä, Tillotson & Askegaard, 2019). Nike has uses this mythology of the goddess to
attract the attention of the stakeholders effectively. Nike has portrayed this symbol as if it will
be guiding all the persons using its products in any type of difficult tasks and sports that the
goddess used to perform in the combat, wrestling, boxing and running.
In the advertisement of Dove soap, the reference for inner natural beauty has been
promoted. This beauty brand mainly celebrates the real beauty of the women that is attainable
and inclusive, rooted in the good are of the self. Doves mythically represents purity, love and
peace that is associated with the Greek goddess Aphrodite, the goddess of love. The colour of
the soap produced by the company is as white as dove and the advertisement depicts that the
women have their real beauty within them which do not need to be expressed through
fairness, thinness and age (Herrin, 2017). The advertisement of the company for the personal
care product is designed to arouse the emotions of women against the dominant notions of
beauty as perfection.

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Mythology and Advertisement

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