Fine feathers make paper tigers: How the out-of-date superiority of "the other" gets propped up in advertisements

Abstract

Functional 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.