Magic for Sale: Märchen and Legend in TV Advertising

Dégh, Linda; Vázsonyi, Andrew

doi:10.1515/fabl.1979.20.1.47

Cited by 14 publications

(5 citation statements)

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“…In related fields such as consumer culture and marketing, however, magic appears as more of a discursive touchstone when evaluating the practices and success of, for example, branding (Biel, 1997), advertising (Dégh and Vazsonyi, 1979), tourism (Cassinger and Eksell, 2017) and marketing (Brown, 2009). Indeed, Brown (2009) has gone as far as to entreat marketing managers to stop approaching their work as scientists, and to embrace the identity of ‘magician’ which, he claims, they already occupy by virtue of the similarities in many of their practices and beliefs.…”

Section: The Origins and Meaning Of Magic In Anthropology And Organismentioning

confidence: 99%

Organisational magic and the making of Christmas: On glamour, grottos and enchantment

Hancock

2019

Organization

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Drawing on qualitative research into the design, delivery and organisation of Christmas grottos, this article offers a critical understanding of the role that a functional belief in organisational magic plays in their manufacture and operation. Utilising classic anthropological research into the cultural production of magical belief systems, I attend to how such magic is produced through a network of sociomaterial practices conducive to the commercial values of the Anglo-American Christmas. I additionally draw on contemporary literature on aesthetic and atmospheric organisation in order to analyse the practical accomplishment of organisational magic as a mode of captivation and re-enchantment. This article concludes by emphasising the increasingly commercial utility of a functional belief in magic as an organisational resource, highlighting the need for further empirical scrutiny, as well as conceptual and theoretical analysis.

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Section: The Origins and Meaning Of Magic In Anthropology And Organismentioning

confidence: 99%

Organisational magic and the making of Christmas: On glamour, grottos and enchantment

Hancock

2019

Organization

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“…The magic of marketing has been attended to directly in terms of a proposed magical worldview (Brown, 2009) to all manner of other remarkable phenomena. From the fantastical storytelling of advertising that routinely plunders our repository of folk tales (Dégh & Vazsonyi, 1979), to the extraordinary experiences of consumers seeking an escape from their mundane lives (Arnould & Price, 1993). From the contagious incantations of marketing musicscapes (Roberts, 2014), to that special 'soft' quality of the brand that is brand identity (Biel, 1997).…”

Section: Wb Yeats: the Stolen Childmentioning

confidence: 99%

Academy of Marketing conference 2015 – the magic of marketing

O’Malley

Lichrou

Patterson

2016

Journal of Marketing Management

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“…Also advertisements, ontologically similar to fairy tales, can fill the same function -they create a picture of something desirable, and also provide the information about how to attain it. In the renowned classic study "Magic for Sale" by Linda Dégh and Andrew Vazsonyi (1979), the authors stress that although the media change and transform, human longing for magic can be seen as eternal. Moreover, the way that fairy tales present the world -Weltanschauung of the fairy tales -displays parallel traits to the features of advertisements which resemble, as Dégh and Vazsonyi have stated, "Märchen in ideology, application of paraphernalia, and even in structure" (1979: 49-50).…”

Section: Introductionmentioning

confidence: 99%

A hen who doesn’t lay golden eggs?! Fairy tale advertisements and their strategies

Järv¹

2013

ESTONIA AND POLAND: Creativity and Tradition in Cultural Communication

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Fairy tales, as well as advertisements, draw on human desires and focus on the ways to fulfill them. Fairy tale advertisement is a genre that uses either the plot or motifs from known fairy tales to affect the behaviour and attitudes of the audience. In this article, advertisements that are derived from or related in other ways to fairy tales were analysed. The material for the study, taken from the Estonian advertisement competition Golden Egg and covering the years 1998-2012, consists of single advertisements and ad campaigns that make use of fairy tale motifs. All the ads were nominated by different advertisement companies; this indicates that that using fairy tales in ads is a viable strategy for attracting the potential consumer. The analysed ads use fairy tale motifs either from a positive (i.e. affirmative of the original motif / plot) or a negative perspective (i.e. a more subversive attitude that includes an ironical stance towards the fairy tale). Out of different ad formats, TV-advertisements follow a similar structure: the initial plot of the fairy tale is changed by a caption that designates a turn in the story, and in the final frames, the product is presented. All the analysed ads use widely known plots / motifs which makes them accessible for different audiences and cultures. This strategy was also applied in the video clips advertising Estonia at the Eurovision song contest (2002).

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Magic for Sale: Märchen and Legend in TV Advertising

Cited by 14 publications

References 0 publications

Organisational magic and the making of Christmas: On glamour, grottos and enchantment

Organisational magic and the making of Christmas: On glamour, grottos and enchantment

Academy of Marketing conference 2015 – the magic of marketing

A hen who doesn’t lay golden eggs?! Fairy tale advertisements and their strategies

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