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Mythology and Brands

  • Arthur Asa Berger
Chapter

Abstract

After defining myths, and suggesting that myths still play a role in contemporary life, even though they do this in disguised form, we use myth to understand the mythic dimensions of the Harley-Davidson motorcycle company, suggesting it is connected to the myth of Hades. We show this by using my “myth model” in which various aspects of myths, as they inform psychoanalytic theory, historical experience, elite culture, popular culture, and everyday life, are examined and applied to Harley-Davidson.

Keywords

Harley-Davidson Myth Myth model Hades 

References

  1. Clifton, Rita. (Ed.). (2009). Brands and Branding. 2nd Edition. New York: Bloomberg Press.Google Scholar
  2. Eliade, Mircea. (1961). The Sacred and the Profane: The Nature of Religion (W.R. Trask, Trans.) New York: Harper & Row. (Originally published in 1957.)Google Scholar
  3. Smith, Shaun. (2009). “Brand Experience” in Clifton, Rita. (Ed.). Brands and Branding. New York: Bloomberg Press.Google Scholar
  4. Patai, Raphael. (1972). Myths and Modern Man. Englewood Cliffs, NJ: Prentice Hall.Google Scholar
  5. Hamilton, Edith. (1940). Mythology: Timeless Tales of Gods and Heroes. New York: Meridian Books.Google Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Arthur Asa Berger
    • 1
  1. 1.Department of Broadcast and Electronic Communication ArtsSan Francisco State UniversitySan FranciscoUSA

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