Marketing as mystification
本文汇集了2011年营销学会会议上的讨论和多位学者的评论，从不同角度分析营销话语和实践中如何体现“神秘化”，包括诡辩、不平等营销、社会创业的扭曲、同性恋形象的神秘化以及可口可乐广告的安抚作用。
A panel on “Marketing as Mystification” convened at the 2011 Academy of Marketing conference in Liverpool. Ideas from the Liverpool event were supplemented by commentaries from selected other authors. Each commentary explores the aspects of “mystification” observable in marketing discourses and practices. In what follows, Laufer interprets marketing mystification as modern form of sophism, Dholakia and Firat discuss mystifying ways that inequality is marketed, Varman analyzes the perversion and mystification of “development” via neoliberal marketing of “social entrepreneurship,” Mikkonen explores mystifying marketing representations of gays and lesbians, and Freund and Jacobi present a fascinating interpretation of how Coca-Cola advertising mystically reassures us that our difficult, dangerous lifeworld is actually quite hunky-dory.