Sökning: id:"swepub:oai:gup.ub.gu.se/337290" >
Branding the Beast:...
Branding the Beast: Aleister Crowley as an Advertiser of the Occult
-
- Bogdan, Henrik, 1972 (författare)
- Gothenburg University,Göteborgs universitet,Institutionen för litteratur, idéhistoria och religion,Department of Literature, History of Ideas, and Religion
-
(creator_code:org_t)
- 2024
- 2024
- Engelska.
-
Ingår i: Religion and the Arts. - 1079-9265 .- 1568-5292. ; 28:1-2, s. 13-65
- Relaterad länk:
-
https://gup.ub.gu.se...
-
visa fler...
-
https://doi.org/10.1...
-
visa färre...
Abstract
Ämnesord
Stäng
- This article discusses the British occultist Aleister Crowley (1875–1947) as an advertiser of the occult. Relying on theories of advertising and branding, it is argued that Crowley’s main branding strategy was the use of irony and humor in order to distance himself from other actors on the occult market. Furthermore, it is argued that this can be understood as a strategy of legitimization rooted in class consciousness, and more specifically in the elite intellectualism of turn-of-the-century Oxbridge. Crowley’s brand identity as the Great Beast 666, the Prophet of a New Age or Aeon, is analyzed with a special focus on his branding strategies in advertising, divided into (1) advertisements in books, (2) prospectuses, (3) marketing campaigns, and (4) the marketing of Crowley as a spiritual teacher.
Ämnesord
- HUMANIORA -- Filosofi, etik och religion (hsv//swe)
- HUMANITIES -- Philosophy, Ethics and Religion (hsv//eng)
- HUMANIORA -- Konst (hsv//swe)
- HUMANITIES -- Arts (hsv//eng)
Nyckelord
- advertising
- Aleister Crowley
- branding
- commercialization
- irony
- occultism
- Thelema
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
Hitta via bibliotek
Till lärosätets databas