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Folklore and advertising: an examination of traditional themes and motifs in British twenty-first-century television advertising campaigns

Folklore and advertising: an examination of traditional themes and motifs in British twenty-first-century television advertising campaigns

Newton, Victoria Louise (2010) Folklore and advertising: an examination of traditional themes and motifs in British twenty-first-century television advertising campaigns. Folk Life - Journal of Ethnological Studies, 48 (1). pp. 48-62. ISSN 0430-8778 (Print), 1759-670X (Online) (doi:10.1179/043087710X12610655423645)

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Abstract

Many current TV advertisements contain folktale material, and valuable research into this material has been carried out by Burns, Sullenberger, and Dégh. However, since the advertisements are constantly changing and evolving to keep pace with the needs of new products and consumer needs, studies quickly become outdated and can never remain definitive. The topic therefore is revisited here in order to reveal some ways in which folkloric material is being manipulated in order to appeal to consumer audiences of the twenty-first century.

Item Type: Article
Additional Information: [1] ISSN 0430-8778 (Print), 1759-670X (Online). [2] Folk Life: Journal of Ethnological Studies is the Journal of the Society for Folk Life Studies.
Uncontrolled Keywords: television, advertising, Propp, themes, motifs, folktale,
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HF Commerce
Pre-2014 Departments: School of Health & Social Care
School of Health & Social Care > Department of Health Development
Related URLs:
Last Modified: 14 Oct 2016 09:12
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/4703

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