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ブランドにおける神話作用
ブランドにおける神話作用
Claude Lvi-Strauss
1908 11 28
Body Shop
1840
Oxo
White Horse
Hovis
1887
1853
Levi Strauss.
Lvi-Strauss
A
B
Persil
Persil 1931
Persil
Persil
Persil
Persil
4
1
(opposition 1)
(opposition 2)
(opposition 1)
(opposition 2)
2
2
2
2
(opposition 1)
(opposition 2)
(opposition 1)
(opposition 2)
()
()
()
2 1
7
THE SEVEN DWARFS
(opposition 1)
(opposition 2)
Ready Meal
(opposition 1)
(opposition 2)
Ready Meal
1
not-ness
Black Sporran
(opposition 1)
(opposition 2)
Black Sporran
(a)
(a)
(a)
(b)
(b)
(b)
(b)
(b)
(b)
(b)
(a)
(b)
(b)
(b)
(a)
(b)
(b)
(b)
(b)
(b)
(a) (opposition 1)
(b) (opposition 2).
(a)(b)
(a)
(b)
54.2%
(a)b
1.
2.
3.
4.
5a Peakland
(opposition 1)
(opposition 2)
()
Peakland
(opposition 1)
(opposition 2)
Peakland
5c
Peakland
(opposition 1)
(opposition 2)
Peakland
Peakland
a,b,c
Lvi-Strauss, Claude
caring detachment
1894
300
30 6 3,000
8 80 1.5
Lvi-Strauss, Claude
(Structural Anthropology,1977)
1984
1960
1980
SS
fairytale
fairytale
Beauty
Ugly
totem
Fin