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Essay / Research Paper Abstract
This 5 page paper considers the use of the name Apollo in products and the development of advertising campaigns around this name. This paper argues that the use of the name Apollo, for everything from
microcomputers to watches, has occurred because of the familiarity of Greek mythology. Bibliography lists 4 sources.
Page Count:
5 pages (~225 words per page)
File: MH11_MHapollo.doc
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Unformatted sample text from the term paper:
also representative of the development of civilization and the arts and his presence suggests a level of culture and social development that moves man out of the common and into
the intellectual (Major Greek Deities Greek_gods.html). In recent years, the use of Apollo as the name and icon for certain products and companies is linked to the perception of
Apollo as a god of progress. It is not surprising, then, that Apollo has been utilized as the symbol for everything from personal computer products to watches.
Apollo has also been noted as the god of the sun, supporting a positive image that is linked to lightness, knowledge and a kind of centrality. When Premio Computers
recently came out with their new line of Pentium III-based computer systems, it was not surprising, then, that they attached the name Apollo to the product line (Stone 129).
The supposition basic to this kind of product campaign was that the link between the image of the Greek god Apollo, who embodied the intellectual development and newness of an
emerging civilization, was the perfect representative for a new computer line that maintained new capabilities in personal computing. Companies like Premio have recognized that the use of common symbols
with recognizable characteristics often brings a product line into closer view for the average consumer within the demographic scope of the product campaign. When individuals feel that a product
is named after an individual or concept that they understand and have a basis of knowledge about, they are more likely to have a positive response to the image utilized.
In other words, the education levels of those individuals pursuing computer products is in alignment with an understanding of the basic elements of Greek mythology, or individuals at least
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