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Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Mystify me
T2 - Coke, terror and the symbolic immortality boost
AU - Freund, James
AU - Jacobi, Erik
PY - 2016/9
Y1 - 2016/9
N2 - 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.
AB - 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.
U2 - 10.1177/1470593115619971
DO - 10.1177/1470593115619971
M3 - Journal article
VL - 16
SP - 417
EP - 422
JO - Marketing Theory
JF - Marketing Theory
SN - 1470-5931
IS - 3
ER -