Abstract:This article examines the various ways in which marketing work (in both 'practice' and scholarship) engages with the construction of personas. It positions marketing as a rhetorical enterprise concerned with the establishment of intermediary and liminal positions within society; positions which are designed, as in Jung's description of the persona, to "make a definite impression upon others [...and...] to conceal the true nature of the individual" (Jung 1972, p. 192) in order to facilitate social integration. … Show more
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