Mythical Meaning of Luxury Items

Choose three advertisements for a similar type of product and analyze how the mythic’ meaning of the products are established. How similar and different are these ‘mythic’ meaning, and why is this?This is approaching narrative(narratology) module in Humanities course.

The  paper requires an Executive summary (at least 150 words-not part of the word count)

Executive Summary

Over the years companies have advertised their products in a mythical nature. A company such as Dolce & Gabbana has used the changing face of men to advertise its products. The company is a luxury company, and through its advertisements, it is easy to identify how men have changed their appearances. The paper will discuss three images Dolce & Gabbana’s campaign image, fall/winter 1996, Dolce & Gabbana’s campaign image, fall/winter 1997, and Dolce & Gabbana’s campaign image, spring/summer 2012. The images have different time frames and portray different mythical meanings. The first and second image are used by the company to show that it targets customers (men) who are traditionally hegemonic in nature evident through their sexuality and appearances while women are submissive, calm and relaxed. However, the 2012 image shows a different scenario where men still show signs of dominance. On the other hand, women are portrayed as people who have risen above the power social structures and therefore can be a target of the company’s luxurious items. The paper brings out an impressive nature of luxury companies to advertise their products based on mythical meanings related to gender.

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