Does Dionysius wear Chilli Beans ?: mythological analysis of the "Pepper Brand" advertising

Ildembergue Leite de Souza and André Luiz Maranhão de Souza Leão

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2013, vol. 17, issue 5, 574-597

Abstract: With a growing emphasis on the symbolic dimension of consumption, brands have started to act as channels of self-expression and transformation of culture and society, while producing and reproducing myths. One of the major mechanisms used for this purpose is advertising. Chilli Beans can be presented as a brand that adopts this premise. Therefore, this research was guided by the following question: How do myths reproduced in Chilli Beans's advertising function to give the brand meaning? To this purpose, we used Barthesian Semiology to analyze print advertising developed by the brand along its history. Results reveal a reproduction of twelve myths that sustain the metanarrative that gives meaning to the brand: hedonism.

Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
https://rac.anpad.org.br/index.php/rac/article/view/1007/1003 (text/html)
https://rac.anpad.org.br/index.php/rac/article/download/1007/1003 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:abg:anprac:v:17:y:2013:i:5:1007

Access Statistics for this article

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration) is currently edited by Marcelo de Souza Bispo

More articles in RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration) from ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração
Bibliographic data for series maintained by Information Technology of ANPAD ().