Cultural Symbolism in Advertisements

Topics: Greek mythology, Advertising, Guinness Pages: 2 (569 words) Published: December 5, 2012
In today’s society, culture plays a big role in the symbols that are used to advertise certain products. Many advertising companies use symbols that are related to the culture they are presenting their products to. Alternatively, they may use symbols in their ads that originate from the cultures in which these products are being sold. Companies use cultural symbolism and mythology to make products more appealing to their customers by highlighting the uniqueness of the products they sell. These unique qualities are personal to their audience, and it is through these personal connections that these products see their success. An example of this type of symbolism is evident in advertisements made by Guinness Beer. They use some culture-specific symbols in their advertisements that often take on subtle guises. Guinness is a popular Irish beer, which was brewed originally by Arthur Guinness, and is known to be one of the most successful beer brands worldwide. A symbol used by Guinness Beer is the Harp of Brian Boru. The harp has been a symbol of Ireland since the period of Henry VIII in the 16th century and is also on the official Irish coat of arms (Cait). Guinness is particularly successful in Ireland because they use symbols that represent Irish pride and patriotism. The United States is also trying to include symbols that are considered cultural advertisement. For example, Chevrolet came out with a car called the Camaro. By doing this, they are trying to increase their sales by advertising the car to be as “American” as Rock N’ Roll. Pandora Jewelry store sells quality gift merchandise for women, but where did they get the word “Pandora” from? Pandora was the first woman in Greek mythology. Her name means “all-gifted”. Zeus, who was the king of gods, ordered Hephaistos and other gods to create a woman because he was angered. He told them to “create a woman, Pandora, and endow her with the beauty and cunning” (Theoi Greek Mythology). Pandora Jewelry took...
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