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The theoretical contribution of this article lies in the domain of marketplace mythology. By examining stories printed on the food packages that make use of a popular claim of naturalness, we offer a conceptual framework showing how corporations attempt to graft new myths onto old archetypes. We propose that by revisiting traditional mythology, contemporary commercial storytellers collectively create a grand postmodern marketplace myth—that of an empowered and ennobled consumer. We treat packaging narratives as cultural productions and explore them as vehicles for mythologizing the brand. Our findings reveal mythical themes exploited by companies in their packaging stories and messages they convey.
Kniazeva et al. (Tue,) studied this question.
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