You will be exploring myths and narratives January 10, ou will be exploring myths and narratives Subject: Myths often communicate the values, lessons, or beliefs of a culture. For example, Narcissus is so self-involved that he falls in love with his own reflection in the water.
Integrating research on the archetypal structure of narratives with research on the event structure of narratives, we distinguish singular plot stories i. Application of the framework to 20 brand stories representing 8 different brands reveals meaningful variation in elements between the singular plot stories and embedded plot stories.
Differences in the expression of archetypes and event structure are argued to evoke different types of Hero enactment which in turn result in different outcomes. We specifically hypothesize that the enactment of heroic archetypes in singular plot stories primarily results in catharsis pleasurewhereas the enactment of heroic archetypes in embedded plot stories primarily results in an outcome we describe as phronesis: The final section of the paper discusses how cathartic and phronetic outcomes of hero enactment may foster the psychological bonding between brand and consumer, and invite consumers to align their moral values with the values that are reflected by heroic character traits.
The central aims of the analysis presented are to provide an exploration of narrative phenomena in a reasonably broad range of brand story videos and foremost to provide a conceptual framework with an applicable instrument suited to analyze relevant categories in these brand stories.
The present study is interdisciplinary in its approach to a contemporary, developing marketing phenomenon, applying psychological modeling of archetypes Exploring myths and narrative heroic values with narratological insights on perspective-taking and story structure.
Its contribution is to systemize, from a narratological viewpoint, how various narrative archetypes in brand video stories may contribute to the development of brand-consumer relations.
Introduction Stories are told in every domain of social life: The human inclination to communicate via stories rather than expository information is often explained by the presumption that narrative is deeply rooted in both our cultural and biological makeup e. It has in fact been Exploring myths and narrative, most notably by Brunerthat narrative is a specific mode of thought, different from logical reasoning, on which we rely in making sense of the world and the self see also Bruner, While each story is unique and stories vary greatly in content and style, they share a foundation of recurring prototypical elements called archetypes.
Perhaps the most well-known character archetype is that of the Hero who embarks on a quest to find a treasure and faces one or more obstacles along the journey while being supported by a helper.
An example of the latter category is a Dutch story from by tea brand Pickwick. In the filmed narrative, she invites her mother for a walk in the woods, and sitting down for a rest she hands her mother a tea bag with a question printed on its label: Could you please turn off your phone for 1 day?
The girl subsequently explains her frustration, upon which the mother makes a promise to change her behavior. After this exchange, they drink tea together and walk back arm in arm. In this story, the archetypal role played by the girl is that of the Hero, whereas the brand fulfills the archetypal role of the Helper that supports the Hero in completing the difficult quest of confronting her mother with her behavior so as to restore their relationship.
Start of the Pickwick story showing the mother occupied with her smartphone. Image reproduced with the permission of Jacobs Douwe Egberts. A specific consumer experience is that of archetype enactment, which refers to the experience of adopting the role of an archetypal character and vicariously performing the actions central to the brand story Woodside et al.
This enactment, which has both a psychological and an embodied component, may result in pleasure and in sense making Woodside, Although pleasure and sense making are both consumer-centered rather than brand-centered outcomes, they differ in that the former is dominantly emotional in nature and the latter dominantly rational.
The present study explores how brand stories aim to evoke these outcomes by scrutinizing the narrative structures of brand stories. Specifically, it will be studied how narrative brand videos both invite and enable viewers to enact heroic archetypes.
To that end, research on the archetypal structure of narratives Campbell, is integrated with research on the event structure of narratives Labov and Waletzky, ; Labov,leading up the development of a conceptual framework to analyze audiovisual brand stories.
As such, this study aims to further develop the evolving field of Heroism Science Allison, Narrative Archetypes Research on narrative archetypes is rooted in the work by Jung and Campbell Archetypes can be events, such birth and initiation, figures, such as the hero and the trickster, or motifs, such as the apocalypse and the deluge.
Jung proposes that archetypes are both innate and universal, which, as he argues, explains for their capacity to organize human experience and to guide people through the cycle of life, from the early stage of being born and parented to the final stage of preparing for death.
The expression of an archetype in cultural artifacts reinforces the archetype through repetition. In narrative in particular, the same archetypes are evoked over and over again, across time as well as across cultures. As argued by Campbellvirtually all narratives are structured around a limited number of archetypes.
In the Pickwick story, the brand provides the girl with the courage to confront her mother with her egocentric behavior by means of a tea bag which has the message printed on the label.
In the initiation stage the Hero faces and overcomes difficult obstacles, with the result of being rewarded with a treasure.
The Hero then returns home, transformed by the journey. Pickwick depicts this return in the final shot of the video when Beau and her mother walk away from the camera, now arm in arm see Figure 2. Notably, both characters have undergone a transformation that can be characterized as emotional in nature Allison and Smith, Beau has transformed from frustrated to courageous and happy and the mother has transformed from a distracted and disconnected into an attentive and committed person.
The mother has in fact undergone the greatest transformation, which exemplifies how heroes need not always be significantly transformed themselves but can express their heroism by sparking transformations in others Allison and Goethals, End of the Pickwick story showing mother and daughter walking away arm in arm.Invent a flood myth for the area you live in, following the pattern of the flood myth.
MYTHOLOGY!!LESSON PLANS PAGE 17 OF 30!! Myth Lesson 5: Nature Myths – Fire Aim To recognize the similar patterns in myths from different cultures. The Pattern of Fire Myths.
Ne no Kami: Exploring Shinto Myths and Legends March 8, Pete Davison 3 Comments One of the best things about the visual novel medium is its ability — and willingness — to tackle things that are outside the normal remit of “video games” as a whole. Forgotten and Left Behind: Shifting Narratives and Exploring Policy Solutions for Vulnerable Youth and Young Adults provides key insights and next steps from CLASP’s convening, which discussed the need for a multi-generational, multi-racial, youth-centered dialogue around policy change.
EXPLORING MYTHS IN WOMEN'S NARRATIVES Italian and German Immigrant Women in Vancouver,1Ç* ALEXANDER FREUND AND LAURA QUILICI O NE OF THE MAIN objective thiss pape of r is to challenge the existing dichotomy in historical writing between objective. For this writing Assignment, you will be exploring myths and narratives.
Myths often communicate the values, lessons, or beliefs of a culture. For example, Narcissus is so self-involved that he falls in love with his own reflection in the water. This leads to his death, because he will not leave himself behind. Exploring the nature of myth and its role in science W.
BRUCE MASSE1, ELIZABETH WAYLAND BARBER2, having been viewed as truthful narrative history by past traditional cultures and yet is considered a myth’, and ‘making reality ﬁt the myth’.