Bridges to Displaced Meaning: the Reinforcing Roles of Myth and Marketing in Russian Vodka Labels

Teresa Davis, University of Sydney
Olga Kravets, University of Sydney
EXTENDED ABSTRACT - This paper explores the use of McCracken’s (1988) 'displaced meaning’ in the context of modern day Russia. It identifies vodka as a product that is replete with cultural significance and therefore can be used as a 'bridge to displaced meaning’. Vodka labels are analyzed and categorized into themes of 'mythification’ which help in accessing 'displaced meaning’. Barthes (1972) discussion of myth is offered as an explanation for this unusual use of vodka labels to recreate and mythify historical fact in Russia’s search for national identity in a turbulent post soviet era.
[ to cite ]:
Teresa Davis and Olga Kravets (2005) ,"Bridges to Displaced Meaning: the Reinforcing Roles of Myth and Marketing in Russian Vodka Labels", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 480-480.