The Relevance of Myth in the Personal Branding of a Hollywood Actor
cytuj
pobierz pliki
RIS BIB ENDNOTEChoose format
RIS BIB ENDNOTEZnaczenie mitu w budowaniu marki osobistej hollywoodzkiego aktora
Publication date: 30.06.2022
Culture Management, 2022, Volume 23, Issue 2, pp. 153 - 167
https://doi.org/10.4467/20843976ZK.22.010.16164Authors
Znaczenie mitu w budowaniu marki osobistej hollywoodzkiego aktora
The Relevance of Myth in the Personal Branding of a Hollywood Actor
A hundred years ago, Hollywood became the cradle of the American film industry. It soon began to dictate standards and canons, including the shaping of actors’ personal brands. Back in that time, their profession was the exclusive domain of a ‘selected’ few who were granted the status of goddesses and heroes, with the fans idolizing their cinematic and private image. With the passage of time and the concomitant social and legal changes, the brand strategy of screen celebrities has evolved. The moral revolution in the second half of the twentieth century brought the trend of displaying one’s sexuality, generating new myths of the sex bomb and the playboy. These, in turn, were refuted with an appeal to the archetype of professionalism by inscribing mastery of the craft in the core brand message and significantly reducing non-professional content.
The purpose of the article is to present the evolutionary direction of a Hollywood actor’s mythbased personal brand strategy. By demonstrating the process of altering the strategies of image creation, the paper draws conclusions regarding the identity change of Hollywood actors. It shows their path of gradually freeing themselves from the constraints imposed by their idealization and simultaneously emphasizing the work put into improving their vocational skills, which allows them to strengthen their professional position.
The research carried out in the article is based on secondary sources (books, articles, films, thematic websites) dealing with the subject of American cinema and covering the biographies of Hollywood actors.
Aaker David A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
American Film Institute (2005). AFI’s 100 YEARS…100 STARS. The 50 Greatest American Screen Legends, https://www.afi.com/afis-100-years-100-stars/ [odczyt: 10.05.2022].
Austin Thomas, Barker Martin (red.) (2003). Contemporary Hollywood Stardom. London: Arnold. Beckman Della (2010). The Tom Hanks Handbook – Everything You Need to Know about Tom Hanks. La Vergne: Lightning Source.
Belton John (red.) (2000). Alfred Hitchcock’s Rear Window. Cambridge: Cambridge University Press.
Benson Ruthann E. (1994). The Use of Mythology and Archetypes in Character Development in an Actor Training Program: A Professional Problem, https://ttu-ir.tdl.org/handle/2346/16960 [odczyt: 1.03.2022].
Boone Luise E., Kurtz David L. (2015). Contemporary Marketing. Boston: Cengage Learning.
Boyt Susie (2014). My Judy Garland Life. Paris: Hachette UK.
Bryman Alan (2012). Social Research Methods. New York: Oxford University Press.
Butler Jennifer (2017). Literature review, Resources for. W: Mike Allen (red.), The SAGE Encyclopedia of Communication Research Methods. SAGE Publication, 880–881.
Carey Gary (1985). Marlon Brando: The Only Contender. New York: St. Martins Press.
Carlson Erin (2019). Queen Meryl: The Iconic Roles, Heroic Deeds, and Legendary Life of Meryl Streep. Paris: Hachette UK.
Carr William H.A. (2016). Hollywood Tragedy – from Fatty Arbuckle to Marilyn Monroe. Edizioni Savine.
Clark Colin (2011). My Week with Marilyn. Paris: Hachette UK.
Collins Jim, Collins Ava P., Radner Hilary (2012). Film Theory Goes to the Movies: Cultural Analysis of Contemporary Film. New York: Routledge.
Crowther David, Lancaste Geoff (2012). Research Methods, Second Edition. London: Routledge.
Dory William G. (2004). Myth: a Handbook. Westport: Greenwood Press.
Eliade Mircea (2005). Introduction. W: David Leeming, The Oxford Companion to World Mythology. Oxford: Oxford University Press.
Figurska Irena (2016), Personal Branding as an Element of Employees’ Professional Development. Human Resources Management and Ergonomics, 10, 33–47.
Fisher Steven (red.) (2004). Archival Information: How to Find It, How to Use It. Westport: Greenwood Press.
Frankfort-Nachmias Chava, Nachmias David (1996). Metody badawcze w naukach społecznych. Poznań: Wydawnictwo Zysk i S-ka.
Ganassali Stéphane, Matysiewicz Justyna (2021). Echoing the Golden Legends: Storytelling Archetypes and their Impact on Brand Perceived Value. Journal of Marketing Management, 37, 437–463.
Gardner David (2007). The Tom Hanks Enigma: The Biography of the World’s Most Intriguing Movie Star. London: John Blake.
Grossvogel David I. (2000). Vishnu in Hollywood: The Changing Image of the American Male. Lanham: Scarecrow Press.
Haddad Luiza, Hamza Kavita M., Xara-Brasil Duarte (2015). Archetypes and Brand Image: an International Comparison. Australian Journal of Basic and Applied Sciences, 9 (34), 22–31.
Herbig Paul, Milewicz John (1993). The Relationship of Reputation and Credibility to Brand Success. Journal of Consumer Marketing, 10(3), 18–24.
Herskovitz Stephen, Crystal Malcolm (2010). The Essential Brand Persona: Storytelling and Branding, Journal of Business Strategy, 31(3), 21–28.
Holm D.K. (2007). Independent Cinema. Harpenden: Oldcastle Books.
Huyssen Andreas (1986). After the Great Divide: Modernism, Mass Culture, Postmodernism. Bloomington: Indiana University Press.
Kashner Sam, Schoenberger Nancy (2013). Furious Love: Elizabeth Taylor, Richard Burton. The Marriage of the Century. London: Aurum Press.
Klaus Peggy (2010). Daj się poznać od najlepszej strony. Krótki kurs autopromocji i lansu. Gliwice: Helion.
Klehe Ute-Christine, van Hooft Edwin (red.) (2018). The Oxford Handbook of Job Loss and Job Search. Oxford Library of Psychology. Oxford: Oxford University Press.
Kobus Justyna. Magazyn TVN24, https://tvn24.pl/magazyn-tvn24/moje-zycie-bylo-seksualna-fantazja-dzis-wazy-170-kg-i-fani-fantazjuja-ze-kiedys-zagra,212,3640 [odczyt: 1.03.2022].
Kubiak Zygmunt (2020). Mitologia Greków i Rzymian. Kraków: Otwarte.
Largan Claire, Morris Theresa (2019). Qualitative Secondary Research: A Step-By-Step Guide. London: Sage.
Lev Peter (2010). American Films of the 70s: Conflicting Visions. Austin: University of Texas Press.
Lunstad Jana Kay (1999). But You Wouldn’t Have the Gumption to Use It: Bonnie and Clyde and the Sexual Revolution. Left History, 6(1), 7–29.
Mariani Luciano, Movie Gods and Goddesses: The Rise and Fall of Stars, https://www.filmstudies.it/Studi%20sul%20cinema/moviesonmovies/stars.html#prologo [odczyt: 10.05.2022].
McDougal Dennis (2008). Five Easy Decades: How Jack Nicholson Became the Biggest Movie Star in Modern Times. Hoboken: John Wiley & Sons.
McLean Adrienne L. (2011). Introduction, Stardom in the 1930s. W: McLean Adrienne L. (red.), Glamour in a Golden Age: Movie Stars of the 1930s, New Jersey: Rutgers University Press, 1–17.
Meyerowitz Joanne (2014). The Liberal 1950s? Reinterpreting Postwar American Sexual Culture. W: Karen Hagemann, Sonya Michel (red.), Gender and the Long Postwar: The United States and the Two Germanys, 1945–1989, Woodrow Wilson Center Press with Johns Hopkins University Press, 295–317.
Millett-Gallant Ann, Howie Elizabeth (red.) (2022). Disability and Art History from Antiquity to the Twenty-First Century. Interdisciplinary Disability Studies. London: Routledge.
Montoya Peter, Vandehey Tim (2009). The Brand Colled You. Create a Personal Brand That Wins Attention and Grows Your Business. Personal Branding Press.
Morgan Michelle (2007). Marilyn Monroe: Private And Undisclosed. New York: Carroll & Graf.
Morton Reed L. (2012). Bringing your Personal Brand to Life: An Effective Brand Communicates Your Distinct Value. Healthcare Executive, 27(1), 70, 72–73.
Neibaur James L. (2016). The Essential Jack Nicholson. Lanham: Rowman & Littlefield.
O’Hara Helen (2021). Women vs Hollywood: The Fall and Rise of Women in Film. London: jHachette UK.
Palmer R. Barton, Sanders Steven (2011). The Philosophy of Steven Soderbergh Philosophy of Popular Culture. Lexington: University Press of Kentucky.
Parandowski Jan (1955). Pisma wybrane, t. 1. Warszawa: Czytelnik.
Peters Tom (1997). The Brand Called You, https://www.fastcompany.com/28905/brand-calledyou [odczyt: 17.02.2022].
Petersen Ann Helene (2014). Scandals of Classic Hollywood: Sex, Deviance, and Drama from the Golden Age of American Cinema. London: Penguin.
Petit Lenard (2010). The Michael Chekhov. Handbook For the Actor. Abingdon: Routledge.
Pitches Jonathan (2005). Science and the Stanislavsky Tradition of Acting, t. 3. London–New York: Routledge.
Rampersad Hubert K. (2008). A New Blueprint for Powerful and Authentic Personal Branding. International Society for Performance Improvement, 47, 6, 34–37.
Rodgers Janet B., Armstrong Frankie (2009). Acting and Singing with Archetypes. New York: Hal Leonard Corporation.
Schulman Michael (2016). Her Again: Becoming Meryl Streep. New York: Harper.
Segal Robert A. (2003). Psychoanalizying Myth. From Froud to Winnicott. W: Diane Jonte-Pace (ed.), Teaching Freud. Oxford: Oxford University Press, 137–164.
Shatz Thomas (2012). Conglomerate Hollywood and American independent film. W: Geoff King, Claire Molloy, Yannis Tzioumakis (red.), American Independent Cinema. Routledge, 127–139.
Sieńczyło-Chlabicz Joanna, Nowikowska Monika, Zawadzka Zofia, Rutkowska-Sowa Magdalena (2021). Prawo własności intelektualnej. Teoria i praktyka. Warszawa: Wolters Kluwer.
Siraj Sadaf, Kumari Shyama (2011). Archetyping the Brand: Strategy to Connect. The IUP Journal of Brand Management, 8(3), 47–59.
Smith Al (2006). Why We War: The Human Investment in Slaughter and the Possibilities of Peace. Morriswille: Lulu.com.
Staniszewski Marek (2013). 7 zasad mitologizacji marki, ICAN Management Review, https://www.ican.pl/b/7-zasad-mitologizacji-marki/DcYEUBxl [odczyt: 10.05.2022].
Thompson Donna L. (2015). Collage Quest: Ancient Roots of Paper Co-Creations. Victoria: FriesenPress.
Variety (2021). All Best Actor Oscar Winners in Academy Award History, https://variety.com/gallery/best-actor-oscar-winner-academy-awards-history/ [odczyt: 10.05.2022].
Vogler Christopher (2010). Podróż autora. Struktury mityczne dla scenarzystów i pisarzy. Warszawa: Wydawnictwo Wojciech Marzec.
VanderMey Randall, Meyer Verne, Van Rys John, Sebranek Patrick (2014). The College Writer: A Guide to Thinking, Writing, and Researching. Stamford: Cengage Learning.
Wellman Renita (2021). 7 Goddesses in the Movies, https://renitawellman.com/index.php/2021/01/11/goddesses-in-movies/ [odczyt: 10.05.2022].
Wertime Kent (2002). Building Brands and Believers: How to Connect with Consumers Using Archetypes. Singapore: Wiley.
Williams Michael (2012). Film Stardom, Myth and Classicism: The Rise of Hollywood’s Gods. London: Palgrave Macmillan.
Winkler Martin M. (2009). Cinema and Classical Texts: Apollo’s New Light. Cambridge: Cambridge University Press.
Information: Culture Management, 2022, Volume 23, Issue 2, pp. 153 - 167
Article type: Original article
Titles:
Znaczenie mitu w budowaniu marki osobistej hollywoodzkiego aktora
The Relevance of Myth in the Personal Branding of a Hollywood Actor
University of Lodz, Poland, ul. Narutowicza 65, 90-131 Łódź
Published at: 30.06.2022
Received at: 07.04.2022
Accepted at: 03.06.2022
Article status: Open
Licence: CC BY
Percentage share of authors:
Article corrections:
-Publication languages:
PolishView count: 745
Number of downloads: 533