DIY in the DNA: Macro Context and National Myth as Enduring Advertising Discourse
This study shows how national contexts recurrently foreground specific myths in advertising to increase consumers’ ‘knowledge’ of the positioning of brands and their ‘liking’ of these brands. From an extended sample of New Zealand television commercials, the research isolates the theme of ‘Kiwi Ing...
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| Format: | Article |
| Language: | deu |
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Aarhus University
2017-10-01
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| Series: | Hermes |
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| Online Access: | https://tidsskrift.dk/her/article/view/97231 |