The Usage of Tales and Archtypes: Semiological Analysis of the Brand Mascot Cover Image

Marka Kişiliğinde Masalların ve Arketiplerin Kullanımı: Marka Maskotlarının Göstergebilimsel Analizi
The Usage of Tales and Archtypes: Semiological Analysis of the Brand Mascot

Author(s): Cansu Demirel, Recep Sünnetci
Subject(s): Cultural history, Semiology, Oral history, Marketing / Advertising, Socio-Economic Research
Published by: SD Yayınevi
Keywords: Tale; Archetype; Brand Personality; Brand Mascot;

Summary/Abstract: Tales, which are formed a series of events in which extraordinary situations are told, have been transferred from ear to ear and from language to language years reflecting real life by people, for many. The patterns of behavior in the tales, narrated among the people, gradually became symbolized by people and thus archetypes occur. Archetypes effectively provide to be used the accumulation of tales by brands and institutions in marketing and advertising. The use of this accumulation put forward especially in the formation and advertisement of brand personality. One of the prominent aspects of the brand personality is the “mascot” factor. Mascot's use of archetypes is the focus of this study. Many consumers unwittingly have positive feelings for brands thanks to these mascots, which are the reflection of their inner worlds and subconscious minds. Therefore, customers quickly decide on the buying action. At the same time, mascots are transformed into promotional items and become the carrier of the brand. Nowadays consumable tale and types of story have increased. The tales, which are the common legacy of human history, are still maintaining its importance from the past to the present day. Therefore, we can understand the fact that brands still prefer tales and tale elements through mascots. This study is important to understand and interpret why archetypes are used in brand mascots in the perspective of tales by means of indicative scientific method.

  • Issue Year: 5/2019
  • Issue No: 9
  • Page Range: 193-225
  • Page Count: 33
  • Language: Turkish