Folklore and advertising: an examination of traditional themes and motifs in British twenty-first-century television advertising campaigns

Newton, Victoria Louise (2010). Folklore and advertising: an examination of traditional themes and motifs in British twenty-first-century television advertising campaigns. Folk Life: Journal of Ethnological Studies, 48(1) pp. 48–62.

DOI: https://doi.org/10.1179/043087710X12610655423645

Abstract

Many current TV advertisements contain folktale material, and valuable research into this material has been carried out by Burns, Sullenberger,and Dégh. However, since the advertisements are constantly changing and evolving to keep pace with the needs of new products and consumer needs, studies quickly become outdated and can never remain defi nitive. The topic therefore is revisited here in order to reveal some ways in which folkloric material is being manipulated in order to appeal to consumer audiences of the twenty-first century.

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