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Essay / Research Paper Abstract
This 3 page looks at the concept of modern mythologies and the way that are seen and used in modern media, using the example of Castle Larger beer advertisements in South Africa. The bibliography cites 7 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEmythbeer.doc
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Unformatted sample text from the term paper:
present this has extended beyond the traditional folkloric context. Strenski (1987 ) notes that it may be any "charter, recurring theme, character type, received idea, half-truth, tale or just plain
lie" (p1). Modern myth may be seen in many areas, from images of movie stars to the idealization of consumer brands and products, or even their demon-ization. Warner (1994,
pxiii) argues that the way myth has emerges is almost pejorative with the implication of potential delusion of falsity. When looking at the way visual representation of modern myths
are portrayed and the messages that they convey, not only through words, but also images and the way that they may be interpreted, so that connotative may appear to be
denotative. An interesting example is the marketing images used by the South African large brewer Castle Larger. The mythology that the brand presents in its advertising has its origins in
the 1990s and is seen in most marketing or advertisements, many of which may be found on the firms website, as well as the presentation of the website itself.
Looking at these advertisements and the strong message of a unified South Africa where all people could live in harmony and an image South African-ness. The markets of this iconic
South African beer would often refer to it as the peoples beer (Talotta, 2000). The images, appealing to a male market, would use different heart warming scenarios, in which
male bonding and beer drinking would take place, with the underlying message which would be interpreted from the images of an idealised version of racial harmony. Talking of the brand
Talotta (2000) states "Castle and its "ambassador" Charles Glass speak every South African language except perhaps Kugelese. Its white. Its soccer. Its black. Its rugby. Its rainbow" (p8). Barthes
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