Fine feathers make paper tigers: How the out-of-date superiority of "the other" gets propped up in advertisements

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dc.citation.epage70en_US
dc.citation.issueNumber71en_US
dc.citation.spage67en_US
dc.citation.volumeNumber9en_US
dc.contributor.authorRiley, A.N.en_US
dc.date.accessioned2016-02-08T10:16:57Z
dc.date.available2016-02-08T10:16:57Z
dc.date.issued2006en_US
dc.departmentDepartment of Turkish Literatureen_US
dc.description.abstractFunctional myths often underlie widely subscribed epithets. In particular, one of the social functions of myths concerning the superiority of "the other" is to provide a basis for definitions of prestige. In examples drawn from contemporary advertising, the prestige of those who promote such myths depends upon "the other's having long appeared superior. For if "the other" does not tend to appear superior, a "success" defined relative to that other may be perceived as merely mediocre performance. Ultimately, modern advertising can be said to validate Lord Raglan's conception of functional myths.en_US
dc.identifier.issn13003984
dc.identifier.urihttp://hdl.handle.net/11693/23653
dc.language.isoTurkishen_US
dc.source.titleMilli Folkloren_US
dc.subjectAden_US
dc.subjectFunctionen_US
dc.subjectInferiority complexen_US
dc.subjectMythen_US
dc.subjectRaglanen_US
dc.titleFine feathers make paper tigers: How the out-of-date superiority of "the other" gets propped up in advertisementsen_US
dc.title.alternativeYesin kürkü yesin: "Öteki"nin günü geçmiş üstünlüğünün reklamlarda yaşatilişien_US
dc.typeArticleen_US
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Fine feathers make paper tigers How the out-of-date superiority of the other gets propped up in advertisements [Yesi̇n kürkü yesi̇n Öteki̇ni̇n günü geçmi̇ş üstünlüǧünün reklamlarda yaşatilişi].pdf
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