Branding the Beast: Aleister Crowley as an Advertiser of the Occult
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 ma...
Main Author: | |
---|---|
Format: | Electronic Article |
Language: | English |
Check availability: | HBZ Gateway |
Journals Online & Print: | |
Fernleihe: | Fernleihe für die Fachinformationsdienste |
Published: |
Brill
2024
|
In: |
Religion and the arts
Year: 2024, Volume: 28, Issue: 1/2, Pages: 13-65 |
Further subjects: | B
commercialization
B Irony B Aleister Crowley B Thelema B Branding B Advertising B Occultism |
Online Access: |
Volltext (kostenfrei) Volltext (kostenfrei) |
MARC
LEADER | 00000naa a22000002 4500 | ||
---|---|---|---|
001 | 1884675794 | ||
003 | DE-627 | ||
005 | 20240330055506.0 | ||
007 | cr uuu---uuuuu | ||
008 | 240330s2024 xx |||||o 00| ||eng c | ||
024 | 7 | |a 10.1163/15685292-02801002 |2 doi | |
035 | |a (DE-627)1884675794 | ||
035 | |a (DE-599)KXP1884675794 | ||
040 | |a DE-627 |b ger |c DE-627 |e rda | ||
041 | |a eng | ||
084 | |a 0 |a 1 |2 ssgn | ||
100 | 1 | |a Bogdan, Henrik |e VerfasserIn |4 aut | |
245 | 1 | 0 | |a Branding the Beast: Aleister Crowley as an Advertiser of the Occult |
264 | 1 | |c 2024 | |
336 | |a Text |b txt |2 rdacontent | ||
337 | |a Computermedien |b c |2 rdamedia | ||
338 | |a Online-Ressource |b cr |2 rdacarrier | ||
520 | |a 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. | ||
650 | 4 | |a Irony | |
650 | 4 | |a Aleister Crowley | |
650 | 4 | |a Thelema | |
650 | 4 | |a Occultism | |
650 | 4 | |a commercialization | |
650 | 4 | |a Branding | |
650 | 4 | |a Advertising | |
773 | 0 | 8 | |i Enthalten in |t Religion and the arts |d Leiden : Brill, 1996 |g 28(2024), 1/2, Seite 13-65 |h Online-Ressource |w (DE-627)331747022 |w (DE-600)2052614-3 |w (DE-576)09448175X |x 1568-5292 |7 nnns |
773 | 1 | 8 | |g volume:28 |g year:2024 |g number:1/2 |g pages:13-65 |
856 | |u https://brill.com/downloadpdf/view/journals/rart/28/1-2/article-p13_2.pdf |x unpaywall |z Vermutlich kostenfreier Zugang |h publisher [open (via page says license)] | ||
856 | 4 | 0 | |u https://doi.org/10.1163/15685292-02801002 |x Resolving-System |z kostenfrei |3 Volltext |
856 | 4 | 0 | |u https://brill.com/view/journals/rart/28/1-2/article-p13_2.xml |x Verlag |z kostenfrei |3 Volltext |
912 | |a NOMM | ||
935 | |a mteo | ||
951 | |a AR | ||
ELC | |a 1 | ||
ITA | |a 1 |t 1 | ||
LOK | |0 000 xxxxxcx a22 zn 4500 | ||
LOK | |0 001 450622406X | ||
LOK | |0 003 DE-627 | ||
LOK | |0 004 1884675794 | ||
LOK | |0 005 20240330055506 | ||
LOK | |0 008 240330||||||||||||||||ger||||||| | ||
LOK | |0 035 |a (DE-Tue135)IxTheo#2024-03-29#1E83A9FC44727304502269A61702EAC612890229 | ||
LOK | |0 040 |a DE-Tue135 |c DE-627 |d DE-Tue135 | ||
LOK | |0 092 |o n | ||
LOK | |0 852 |a DE-Tue135 | ||
LOK | |0 852 1 |9 00 | ||
LOK | |0 935 |a ixzs |a zota | ||
OAS | |a 1 | ||
ORI | |a TA-MARC-ixtheoa001.raw | ||
REL | |a 1 | ||
SUB | |a REL |