Homeric Hipsters : Religion and Reception in the Marketing of Greek Male Grooming Products
(2017) In Thersites 6. p.351-364- Abstract
- This paper investigates the use of Ancient Greek imagery in the marketing of male grooming products. Based on a case study of the cosmetics brand HOMMER, the paper analyses how elements such as scent and product ingredients combined with a visual profile and storytelling, provide consumers with elements for an experientially based identity creation. Based on psychological and archaeological theory, the athour argues that the intersection between product, advertising and consumer constitutes a play with identity and the potential for multisensory "time travel." By identifying the elements of a product poster, the visual narrative of a single product, a beard wipe, is shown to contain all the elements of the dominant Modern Greek national... (More)
- This paper investigates the use of Ancient Greek imagery in the marketing of male grooming products. Based on a case study of the cosmetics brand HOMMER, the paper analyses how elements such as scent and product ingredients combined with a visual profile and storytelling, provide consumers with elements for an experientially based identity creation. Based on psychological and archaeological theory, the athour argues that the intersection between product, advertising and consumer constitutes a play with identity and the potential for multisensory "time travel." By identifying the elements of a product poster, the visual narrative of a single product, a beard wipe, is shown to contain all the elements of the dominant Modern Greek national narrative and more, tying Greek notions of ancient and modern history to anglo-saxon sailor symbolism and the Neo-hipster phenomenon. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/9acf6586-6afc-4825-b2d9-33ca862c3cdf
- author
- Thykier Makeeff, Tao LU
- organization
- publishing date
- 2017
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Advertising, Antiquitiy, Homer, Cosmetics, Beard, Iconography, Reception Studies
- in
- Thersites
- volume
- 6
- pages
- 351 - 364
- publisher
- Johannes Gutenberg-Universitaet Mainz
- ISSN
- 2364-7612
- language
- English
- LU publication?
- yes
- id
- 9acf6586-6afc-4825-b2d9-33ca862c3cdf
- alternative location
- http://www.thersites.uni-mainz.de/index.php/thr/article/view/71
- date added to LUP
- 2019-05-16 17:48:46
- date last changed
- 2019-05-22 16:30:31
@article{9acf6586-6afc-4825-b2d9-33ca862c3cdf, abstract = {{This paper investigates the use of Ancient Greek imagery in the marketing of male grooming products. Based on a case study of the cosmetics brand HOMMER, the paper analyses how elements such as scent and product ingredients combined with a visual profile and storytelling, provide consumers with elements for an experientially based identity creation. Based on psychological and archaeological theory, the athour argues that the intersection between product, advertising and consumer constitutes a play with identity and the potential for multisensory "time travel." By identifying the elements of a product poster, the visual narrative of a single product, a beard wipe, is shown to contain all the elements of the dominant Modern Greek national narrative and more, tying Greek notions of ancient and modern history to anglo-saxon sailor symbolism and the Neo-hipster phenomenon.}}, author = {{Thykier Makeeff, Tao}}, issn = {{2364-7612}}, keywords = {{Advertising; Antiquitiy; Homer; Cosmetics; Beard; Iconography; Reception Studies}}, language = {{eng}}, pages = {{351--364}}, publisher = {{Johannes Gutenberg-Universitaet Mainz}}, series = {{Thersites}}, title = {{Homeric Hipsters : Religion and Reception in the Marketing of Greek Male Grooming Products}}, url = {{http://www.thersites.uni-mainz.de/index.php/thr/article/view/71}}, volume = {{6}}, year = {{2017}}, }