Maciej Czeremski

The article is aimed at presenting that the features of a myth (known from literature in the field of anthropology, semiotics, and cognitive science) are also present in marketing communication related to shaping the image of brands. However, they are used in a scattershot manner, as specific marketing messages usually use only certain selected features of a myth. The article shows techniques of brand mythologization by combining three features of myths (permanent structure of events, bricolage, counter-intuitiveness) with three possible ways of their application for marketing communication (modeling, export, import).

Recenzja książki: Aleksander Gomola, Bóg kobiet.
Studium językoznawczo-teologiczne, Wydawnictwo Biblos, Tarnów 2010, 304 strony
 

Managing the Mythical Mind

The aim of the article is to consider whether the mental mechanisms essential for the functioning of a myth, used effectively for many years in culture-creating activities (especially in the area of art and entertainment), can also be applied to the processes of cultural management. The hypothesis of such a possibility is based on the belief that the same properties of human cognitive architecture that account for the popularity of the form of myth are (or can be) used to shape specific attitudes and actions. In particular, this applies to such properties of myth as narrative communication, fiction, worldview referencing, concepts of agency, as well as counterintuitive imagery and primary metaphors. The article is a theoretical study based on a review of literature in the field of the theory of myth and cognitive science, discussing the perspective of the application of findings made at the intersection of these two domains in management theory and practice as well as potential empirical research in this area.