Bow to Stern
本文运用文学批评方法，将泰坦尼克号品牌解读为融合多种文学体裁的现代史诗，补充了Stern关于消费者与营销者神话创造的研究。
If brands are narratives, as Stern, Twitchell and many marketing consultants contend, then the tools and techniques of literary criticism can help enhance branding understanding. This article applies the literary methods of Franco Moretti to a multi-storied brand, whose seemingly unfathomable mystique has fascinated consumers for more than a century. Specifically, it interprets RMS Titanic as an encyclopaedic narrative – what Moretti calls a ‘modern epic’ – which melds multiple literary genres, thereby complementing Stern’s classic study of consumer-marketer mythopoeia.