Fairy Tales Vs Advertising

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Both genres are mediators of a desirable world. Fairy tales as well as advertisements draw on human desires and focus on the ways to fulfill them. Both of them convey an idea of realization, the conquest of an ideal (Kohler & Behling, 2014). However, advertisers want to go further recycling fairy tales. They do not only seek to sell a product but they want to sell values and ideas together with the advertised product (Kohler & Behling, 2014). Fairy tales transmit values which allow the readers to identify their own life experiences through the conflictual situation that the stories present (von Franz, 1993). Therefore, the use of fairy tales also serves the brand to transmit values attached to the product that is being sold. The advertisement
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