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Three Dimensions of Myth in Post Advertising: A Case of an Advertising Spot of the Reserved Brand

Three Dimensions of Myth in Post Advertising: A Case of an Advertising Spot of the Reserved Brand

Marcin Laberschek, Malwina Popiołek
Copyright: © 2019 |Pages: 28
ISBN13: 9781522591009|ISBN10: 1522591001|ISBN13 Softcover: 9781522591016|EISBN13: 9781522591023
DOI: 10.4018/978-1-5225-9100-9.ch009
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MLA

Laberschek, Marcin, and Malwina Popiołek. "Three Dimensions of Myth in Post Advertising: A Case of an Advertising Spot of the Reserved Brand." Myth in Modern Media Management and Marketing, edited by Jan Kreft, et al., IGI Global, 2019, pp. 195-222. https://doi.org/10.4018/978-1-5225-9100-9.ch009

APA

Laberschek, M. & Popiołek, M. (2019). Three Dimensions of Myth in Post Advertising: A Case of an Advertising Spot of the Reserved Brand. In J. Kreft, S. Kuczamer-Kłopotowska, & A. Kalinowska-Żeleźnik (Eds.), Myth in Modern Media Management and Marketing (pp. 195-222). IGI Global. https://doi.org/10.4018/978-1-5225-9100-9.ch009

Chicago

Laberschek, Marcin, and Malwina Popiołek. "Three Dimensions of Myth in Post Advertising: A Case of an Advertising Spot of the Reserved Brand." In Myth in Modern Media Management and Marketing, edited by Jan Kreft, Sylwia Kuczamer-Kłopotowska, and Anna Kalinowska-Żeleźnik, 195-222. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-9100-9.ch009

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Abstract

This chapter addresses the issue of the myth in contemporary advertising. An example here is the campaign called “#polishboy” made by the Polish clothing company Reserved. The authors examine the various elements of the ad: “Help! Help! Polish boy wanted!:)” (here considered as a post ad), which appeared in social media in 2017, and caused a lot of emotional reactions among the internet users. Trying to analyze and explicate what influenced the fact that this controversial advertisement gained such popularity, the authors conducted a qualitative analysis pointing the different dimensions of the myth in the ad.

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