Lorenz, Ann-Kathrin; Bilger, Rebecca; Ferdinand, … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2018) 6, pp. 23-31
This article analyses the alteration of the archetypal hero image in current advertising. Based on the thesis that the archetype hero is still used in marketing today, selected advertising campaigns of the brands Hornbach and Duplo of the last 5 years are analysed. With the help of a criteria...