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Georgiana Andreea DRĂGAN

Trickster representations in advertising

Romanian Journal of Journalism and Communication, issue 2-3 (55), year XII (XVI), 2017

section: Media, religion and popular culture

pages: 66-77

abstract

The archetype of trickster can easily be found in literature, cartoons, comic books or movies. The trickster entered the popular culture, coming from mythology and religion and nowadays it becomes such a popular figure, part of our everyday life. The aim of this paper is to analyze the trickster representations in advertising and the way this character persuades and seduces its targets, using its super powers: humor, irony or illusion.

keywords

Trickster, advertising, thematic analyses, popular culture, religion

abstract (second language):

L’archétype du trickster (le filou) peut facilement être trouvé dans la littérature, les dessins animés, les bandes dessinées ou les films. Le trickster est venu de la mythologie et de la religion et est entré dans la culture populaire, de sorte qu’aujourd’hui, il devient une figure si populaire, un élément si important de notre vie quotidienne.

keywords (second language):

Trickster, publicité, analyse thématique, culture populaire, religion

 Accredited Publication by the National Council of
 Higher Education Scientific Research (code 779), as B+, and indexed full text by EBSCO and ProQuest.