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Homeric Hipsters : Religion and Reception in the Marketing of Greek Male Grooming Products

Thykier Makeeff, Tao LU (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:
author
organization
publishing date
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}},
}