Of Monsters, Myths and Marketing: The Case of the Loch Ness Monster Cover Image

Of Monsters, Myths and Marketing: The Case of the Loch Ness Monster
Of Monsters, Myths and Marketing: The Case of the Loch Ness Monster

Author(s): James Moir
Subject(s): Customs / Folklore, Studies of Literature, Marketing / Advertising, Theory of Literature
Published by: Uniwersytet Łódzki
Keywords: Loch Ness; monster; Scotland; myth; marketing;

Summary/Abstract: This paper examines the status of the Loch Ness Monster within a diverse body of literature relating to Scotland. Within cryptozoology this creature is considered as a source of investigation, something to be taken seriously as a scientific or quasi-scientific object to be studied and known, particularly in light of its elusive nature. In terms of mythology the creature is bound up with Scottish cultural identifications through references to a rugged wilderness landscape and to iconic, if stereotypical, images of tartanry, bygone castles, and folklore. Both sets of ideas have been used with great effect to generate a diversity of literature: from books and scientific papers that chronicle the sightings and “hunt” for the creature as well the possible case for it being a line of long-surviving plesiosaurs, through to children’s literature that deals with the mythic element that is so often used to appeal to childhood imagination, and on to a plethora of tourist marketing booklets and brochures.

  • Issue Year: 3/2015
  • Issue No: 1
  • Page Range: 12-19
  • Page Count: 8
  • Language: English