Author:
Ariel MitevCorvinus University Budapest Institute of Marketing and Media Fővám tér 8 H-1093 Budapest Hungary

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If the marketing profession is outstanding at relying on or creating new myths in order to attain commercial goals then the question follows whether myths could also be used for social marketing campaigns. The aim of this article is to introduce what alcohol consumption means for today’s university students and what their related stories are like. We argue that the motifs found in authentic texts can be used when designing and implementing social marketing actions. Consequently, the present research primarily draws on narrative analysis. 146 alcohol consumption stories and 134 alcohol advertisement narratives were analysed. The article presents a structural analysis of students’ alcohol consumption stories, using Northrop Frye’s taxonomy of mythoi to assign consumer narratives to four categories: comedy, romance, tragedy, and irony. Although we are in possession of a large amount of knowledge about how science and logical thinking works, we know little about how to construct good stories. In this article a didactic introduction of Frye’s system will follow, whilst we will continue to look for ‘good’ stories. This study aims to provide the reader with a structured tool inventory (charts, stories), from which one will be free to choose, but at the same time one should take care to retain one’s own creativity and produce credible stories.

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European Journal of Mental Health
Language English
Size  
Year of
Foundation
2006
Publication
Programme
ceased
Volumes
per Year
 
Issues
per Year
 
Founder Semmelweis Egyetem
Founder's
Address
H-1085 Budapest, Hungary Üllői út 26.
Publisher Akadémiai Kiadó
Publisher's
Address
H-1117 Budapest, Hungary 1516 Budapest, PO Box 245.
Responsible
Publisher
Chief Executive Officer, Akadémiai Kiadó
ISSN 1788-4934 (Print)
ISSN 1788-7119 (Online)

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