| Description |
1 online resource (321 pages) |
| Contents |
Cover -- Title page -- Copyright page -- Table of contents -- List of illustrations -- List of contributors -- Preface: putting the ark into marketing -- Mascot mania: monkeys, meerkats, martians and more -- Section I: Man. Objectification and anthropomorphism of the self: self as brand, self as avatar ; 'What are you looking at, ya hockey puck?!': anthropomorphizing brand relationships in the Toy Story trilogy ; Cross domain perceptual realities and Mickey Mouse ; Morris the cat or the wolf-man on the upper west side: animal metaphors and me ; Section II: Beast. Feline fetish and marketplace animism ; Boudoirs, cowdillacs and rotolactors: a salutary tale of Elsie the brand mascot Peppa Piggy in the middle of marketers and mashup makers: a netnography of absurd animation on Youtube ; Anthropomorphic brand presenters: the appeal of Frank the Sheep -- Section III: Wild. Spokes-characters: assurance, insurance and advice for marketers ; Schmoozy fox: standing out from the pack ; Only you can prevent brand burnout: cultural branding and the case of Smokey Bear ; Shooting the elephant: mascots and me -- Section IV: Crazy. Anthropogenic anthropopathous anthropomorphic USPTO trademarks: the plant people phenomenon model of anthropomorphism he who must not be named: an exploratory study of demonic narratives in contemporary brands ; The smiling faces of capital and the vortices of hell ; Coats of arms: the role of animal emblems in contemporary luxury and fashion industry -- Conclusion -- The cosmic serpent surrounds us: future directions in mascot marketing -- Index |
| Summary |
Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots' standing, both in an academic sense and from a managerial perspective. Featuring case studies and empirical analyses from |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Advertising campaigns.
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Advertising characters.
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Marketing.
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advertising campaigns.
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marketing.
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BUSINESS & ECONOMICS -- Advertising & Promotion.
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Advertising campaigns
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Advertising characters
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Marketing
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| Form |
Electronic book
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| Author |
Brown, Stephen, 1955 March 23- editor.
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Ponsonby-McCabe, Sharon, 1973- editor.
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| ISBN |
9781134053834 |
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1134053835 |
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1306904803 |
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9781306904803 |
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9781134053902 |
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1134053908 |
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9780203527757 |
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0203527755 |
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9781134053971 |
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1134053975 |
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0415826764 |
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9780415826761 |
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9781138825079 |
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1138825077 |
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