Mythology and Advertisement: An Analysis of Nike, Dove, and Starbucks

This assignment analyzes how three major brands, Nike, Dove, and Starbucks, incorporate mythological elements into their advertising campaigns. The student examines specific advertisements, identifying the mythological characters and symbols used, such as the Greek goddess Nike, the goddess Aphrodite, and the Siren. The analysis explores how these symbols are employed to create a positive brand image and connect with consumers on an emotional level, focusing on the effectiveness of using mythology to promote products related to sports, beauty, and the coffee experience, respectively. The assignment also considers the cultural context and the impact of these mythological references on consumer perception and brand recognition, referencing the provided academic sources to support the arguments.

Running head: MYTHOLOGY AND ADVERTISEMENT
MYTHOLOGY AND ADVERTISEMENT
Name of the Student:
Name of the University:
Author Note:

1MYTHOLOGY AND ADVERTISEMENT
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.

2MYTHOLOGY AND ADVERTISEMENT
Similarly Starbucks has also used the mythology of Siren with flowing hair and twin
tail in their coffee cups. This brand mascot is associated with ocean as the sailors used to fall
victim of her call referring the exceptional Starbucks experience which the customers cannot
avoid (Hamilton, 2017). Moreover, the Siren symbol is associated with sea as coffee comes
from the gardens overseas. It is the biggest symbol and face of the brand making it iconic in
all over the world. This symbol has been evolved through decades giving the company to
share its idea. It has become acceptable for its initiative to give flexibility and freedom to
think beyond coffee.

3MYTHOLOGY AND ADVERTISEMENT
References:
Hamilton, E. (2017). Mythology: Timeless tales of gods and heroes. Hachette UK.
Herrin, J. (2017). Personification in the Greek world: from antiquity to Byzantium.
Routledge.
Pietilä, J., Tillotson, J. S., & Askegaard, S. (2019). Mythologies of Finnishness in
Advertising. In Nordic Consumer Culture (pp. 239-265). Palgrave Macmillan, Cham.