Abstract
It is difficult to identify the contradictions that serve as the foundation for value propositions in the cultural branding model. To address this, I propose the use of psychoanalysissto analyze market- and cultural-level collectives. To demonstrate, I analyze a recent installment in the popular film franchise Star Wars in order to demonstrate how extant product preferences can be used as subjects of analysis much like dream images in traditional psychoanalysis. I find that the western market which enjoys the films likely does so due to a defense mechanism known as inversion. On the market level, this offers opportunities for identity-related branding. Implications for the cultural branding model and commercial mythologizing are discussed.
Highlights
This journal is published by the University Library System of the University of Pittsburgh as part of its D-Scribe Digital Publishing Program and is cosponsored by the University of Pittsburgh Press
It is difficult to identify the contradictions that serve as the foundation for value propositions in the cultural branding model
I propose the use of psychoanalysis to analyze market- and cultural-level collectives
Summary
I propose the use of psychoanalysis to analyze market- and cultural-level collectives. I analyze a recent installment in the popular film franchise Star Wars in order to demonstrate how extant product preferences can be used as subjects of analysis much like dream images in traditional psychoanalysis.
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