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Mystify me: Coke, terror and the symbolic immortality boost

Research output: Contribution to Journal/MagazineJournal articlepeer-review

<mark>Journal publication date</mark>09/2016
<mark>Journal</mark>Marketing Theory
Issue number3
Number of pages6
Pages (from-to)417-422
Publication StatusPublished
Early online date23/12/15
<mark>Original language</mark>English


A panel on “Marketing as Mystification” convened at the 2011 Academy of Marketing conference in Liverpool. Ideas from the Liverpool event were supplemented by commentaries from selected other authors. Each commentary explores the aspects of “mystification” observable in marketing discourses and practices. In what follows, Laufer interprets marketing mystification as modern form of sophism, Dholakia and Firat discuss mystifying ways that inequality is marketed, Varman analyzes the perversion and mystification of “development” via neoliberal marketing of “social entrepreneurship,” Mikkonen explores mystifying marketing representations of gays and lesbians, and Freund and Jacobi present a fascinating interpretation of how Coca-Cola advertising mystically reassures us that our difficult, dangerous lifeworld is actually quite hunky-dory.