Narcissus myth in perfume advertising campaigns

Abstract

The present paper focuses on an analysis from the perspective of popular culture of the myth of Narcissus which is often reflected in the advertising of perfumes, with a case study on advertising campaigns (Chanel, Dior). Advertising is a form of communication today that reuses and reinterprets the mythical repertoire frequently, thus demonstrating what a profitable resource for creative solutions it is when designing a communication strategy for marketing a product.