The Rhetoric of Mythological Branding .

The contemporary use of rhetoric can be found in diverse scopes of social life. In the field of graphic communication, branding uses rhetoric with the purpose of modifying consumer attitudes towards a brand. This white paper will demonstrate how the branding industry can use mythology to transcend time and speak directly to the primary and even holy feelings experienced by human kind.

By Fabian Bautista.

To view report CLICK on link below (adobe Acrobat Reader required):
http://www.brandchannel.com/images/papers/389_Mythology_final.pdf>